120- Public Relations and the Compound Effect
I covered this topic in the previous episode, when I talked about demarketing. You don’t need to listen to the previous episode first, because I’ll give you a little background: in Episode 119 I gave the example of our client who had created an excellent video and wanted influencers and the media to share it […]
119- Public Relations and Demarketing
Recently, a client asked how they could promote an excellent video that explains in detail how to choose the right jeans for your size and body shape. Even though it’s interesting to offer videos, the major media outlets will seldom share them on their platforms. That’s why PR professionals are reluctant to promote them. Even […]
118- Public Relations and Company Values
We are witnessing profound changes in what I call “social tolerance.” Now I’m not an expert or analyst of the deeper social currents that we all observe. But I’m talking to you here as a trend watcher in this podcast. Since #metoo, #blacklivesmatter and #cancel culture, I’ve been fascinated by the mass movements that come […]
Is luxury compatible with sports?
In recent years, our media relations services have often been retained by international companies that have been describing their products as “outdoor” clothing or articles for at least 10 years now. These companies realized that infusing their collections with international fashion trends offers a number of advantages without detracting from the performance and technical qualities of their products. Companies like Icebreaker, Arc’teryx, Salomon and Lolë are perfect examples of this relatively recent trend. When you examine their new collections, you can see a perfect mastery of mainstream fashion currents.
Sugar Shack Luxury
Our new client, DE L’AUBIER, makes a fabulous sap water, which was named best water 2012 in Barcelona. They recently invited us to LA CABANE, an event with which they were associated.
The luxury of change or the luxury of making mistakes
“There is only one luxury in life: the ability to make mistakes.” – Jacques Brel
“Joy resides in risking something new.” – Denis Diderot
Who hasn’t dreamed of changing their life, dropping everything and hopping a plane to a foreign destination? Without going that far, we North Americans have the ability to make major changes and reinvent ourselves. Isn’t that the ultimate luxury: to transcend our fears and dare to branch out, explore and experience new things? Or maybe the definitive luxury is the right to be wrong…
Luxury and new media: doubling our efforts
Brand outreach via new media is constantly evolving. When my team and I assess press coverage following a product launch, blogs, websites and social media often account for 50% of the visibility we’ve achieved.
When luxury means camping
The Montreal winter has been intense this year. Now that it’s mid-March, the whiff of spring has me thinking about a luxury trend I’ve noticed in recent years: glamorous camping, a.k.a glamping.
The luxury of buying yourself an influencer
Who are these influencers that we keep hearing about? Creatures of the Web, they often started out with a blog, a page on Facebook or Instagram, or, more recently, a YouTube channel. Not all of them are illustrious “nobodies” who created a place in the sun through social media: increasingly, they include personalities, journalists and models who exert a real influence on their hundreds of thousands, or even millions, of followers.
Luxury in Mexico City, the New York of the South
It was my second trip to Mexico City, that impressive megalopolis whose population is nearly two-thirds the size of Canada’s. It is a city imbued with history where entire neighbourhoods are preserved and you can follow in the footsteps of Frida Kahlo.