Luxury brands have hesitated to jump into digital technologies for fear of diluting the unique qualities that make them so alluring. Marketing expert Wided Batat illuminates how to employ digital as a delightful extension of your high-end brand’s mythos and values to “enchant” customers. Though her phrasing is sometimes awkward, Batat describes compelling case studies of how luxury companies have integrated digital technology to positive effect. Note the gorgeous cover, though, alas, there’s no art inside except charts and graphs. The author clearly knows her subject, and offers tips and strategic thinking for marketing and brand professionals.
About the Author
Wided Batat is an internationally recognized expert and professor of experiential and digital marketing, and the founder of the marketing company B&C Consulting Group.
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Comment on this summary
9 months agoA brand story should reflect its value. However, Customers will expect a seamless, multichannel journey.
If the brand story is not innovative, convincing and evidence-based then the brand will be treated as a me-too product. Simply in heaven of digital media, differentiate or die !