Hasta La Creative!

Any master brewer or vintner will tell you that too much of one ingredient can ruin an entire batch. The same is true for a luxury brand, says Lee Applbaum, chief marketing officer of Patrn Spirits and winner of The CMO Club’s Creativity & Storytelling Award.

“A lot of luxury brand marketing is brilliant fiction — storytelling,” Applbaum says. What can spoil their sales over time is too much glossy imagery, and not enough substance. Even brands that dominate their categories have lost market share because consumers eventually gravitated towards a competitor’s more compelling, and authentic, story.

A brand’s last call

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