Lux Ed
A collection that highlights the increasing prevalence of luxury brand strategy in tertiary education.
Steve O'Farrell and
Lux Ed
A luxury brand would have a hidden curriculum
At the same time, you want people to constantly reinvent the brand, right?
Yes, otherwise you won’t be current, and a star brand is current—or you could call it fashionable. It is edgy, it has sex appeal, it is modern. In some way, it fulfills a fantasy. It is so new and unique you want to buy it. You feel as if you must buy it, in fact, or else yo... See more
Yes, otherwise you won’t be current, and a star brand is current—or you could call it fashionable. It is edgy, it has sex appeal, it is modern. In some way, it fulfills a fantasy. It is so new and unique you want to buy it. You feel as if you must buy it, in fact, or else yo... See more
Suzy Wetlaufer • The Perfect Paradox of Star Brands: An Interview with Bernard Arnault of LVMH
The problem is that the quality of timelessness takes years to develop, even decades. You cannot just decree it. A brand has to pay its dues—it has to come to stand for something in the eyes of the world. But you can, as a manager, enhance timelessness—that is, create the impression of timelessness sooner rather than later. And you do that with unc... See more
Suzy Wetlaufer • The Perfect Paradox of Star Brands: An Interview with Bernard Arnault of LVMH
`How does online learning relate to buy now pay later?
By now pay later delays the “pain of paying” - exploits undervaluing future losses.
Where is the satisfaction?
The now of the course experience, the qualification itself or the benefits of the qualification that come in time?
This is what I call the luxury trap. It’s a fatal mistake many brands make. Defining a luxury brand by its functional aspects and high prices cannot replace the value a brand creates.