Nicola Lavelle, Director of Digital Marketing, Communications and E-Commerce – MEISA at Guerlain.Being a luxury house in the Middle East is so much more than being a brand name steeped in years of exclusive craftsmanship.
Consumers in the region crave personalisation; they crave brands that communicate with them in ways that make them feel seen and, more importantly, understood.
While the significance of a luxury brand name can support its marketing strategies and anchor seasonal campaigns, consistent emotional resonance that builds brand love and loyalty requires much more.
Nicola Lavelle, Director of Digital Marketing, Communications and E-Commerce – MEISA at Guerlain, speaks to Campaign Middle East about all this and more, describing how luxury marketers can shape their strategies to build longstanding brand d
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