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4 Brand Positioning Strategies for Multi-Product Categories - Business 2 Community

4 Brand Positioning Strategies for Multi-Product Categories - Business 2 Community | Integrated Marketing Communications | Scoop.it

Brand architecture serves as the corporate roof under which a business can protect and unify its brand portfolio. Fortune 500 companies, e.g. the P&Gs, Krafts, and Coca-Colas of the world, utilize brand positioning strategies to protect their numerous brands from external market forces, as well as to unify brands in order to enhance consumer associations and perceptions. The process of developing brand architecture is a strategic one, based on identifying threats and creating strong corporate bonds amongst brands that work to mitigate the risk of brand failure. These risks can come from not only consumer preferences, but market fragmentation, competitors, and the pressure to extend existing brand recognition across multiple products. With threats like these in an ever-expanding and competitive global marketplace, companies with weak brand infrastructures will struggle to compete.

 

Hostess, maker of the iconic Twinkie, is a recent example of a major brand failure. The company’srefusal to modify its product line in order to adapt to changing consumer tastes is cited as a major reason why Hostess plummeted into bankruptcy. Since the company’s collapse, private equity firms Metropoulos & Co. and Apollo Group Management have purchased Hostess with the goal of building a stronger and more stable corporate roof under which the Twinkie, Ding-Dong, and other Hostess brands may again flourish. The two private equity firms will need to decide how to best position the brands in order to mitigate the risks posed by the many volatile and unpredictable market threats. If industry best practices are any indication, Metropolous and Apollo Group will position the Hostess brand by modeling one of the four most common brand positioning strategies, shown in the infographic below.


Via Russ Merz, Ph.D.
German Grebenyuk's insight:

I quite enjoyed the article, I find it interesting how different brands from company’s portfolio can influence one another, as well as the company’s image as a whole. For instance Unilever’s Dove and Axe brands seem to be a bit contradicting – while Dove is pursuing its “Real Beauty” campaign, Axe took an approach which can be deemed by many as sexist. Not surprisingly, Unilever went for “House of Brands” strategy and tries to keep Axe and Dove separate.

more...
Melika Trott's comment, August 22, 2013 11:19 PM
German, I agree and also find it interesting that a brands profiles can influence one another. Good brand architecture is essential to the success of a brand, without it, or if it is not done correctly, long term success is unlikely, as we have seen with the articles example of Hostess. A very insightful article which most of us can learn from.
heeyeon yoon's curator insight, September 28, 5:14 AM

Brand Architecture refers to the horizontal of the brand to organize for a company that owns numerous brands to optimize brand management, the vertical structure and it can protect and unify brand portfolio. Depending on the relationship between the product / service brand or sub-brand and top brands and corporate brands, Brand Architecture can be classified as Brand Architecture of four. Which are monolithic, sub, endorsed and individual brand strategy.  From this article it says companies looking to frame their brands will lean towards either a branded house or a house of brands strategy. These two brand architectures represent opposite ends of the brand relationship spectrum: the house of brand strategy reflects a more independent, stand-alone branding approach; while the branded house strategy represents a more singular, cohesive brand umbrella. 

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Rescooped by German Grebenyuk from Public Relations & Social Media Insight
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Social Media Don’t Sell. Get Over It!

Social Media Don’t Sell. Get Over It! | Integrated Marketing Communications | Scoop.it

Yes, social media play an important role in your digital channels, but they are outposts meant to bring traffic to home base: your website! During Social Media Marketing World event in San Diego last month, Chris Brogan gave a provocative session, aptly called: You Aren’t Going to Like This: Social Media Isn’t the Answer!

 

It echoed what I strongly believe and what I tend to recommend during my consulting with clients in the travel and hospitality industry. In essence, social media are an important part of the digital channels an organization needs to embrace, but they are mere “outposts” in your communication mix, part of a bigger, four-step approach which can be summarized as follows...


Via Jeff Domansky
German Grebenyuk's insight:

Now this is a slightly different opinion from what I’ve seen so far on Scoop.it. One thing that I can definitely agree with is that while social media is a valuable marketing communication channel and those who do not use can fall behind, social media is not a panacea! What article draws or attention to is that, firstly, you need to have some basis for discussion – a good product and good content to offer. Without it social media is just a waste of money. Secondly, communication needs to be precise and relevant, for instance why utilize Pinterest if none of your customers are using it? That is why  the author mentioned importance of strong email list.

more...
Elizabeth Anne Dale's curator insight, September 24, 2013 4:40 AM

This article was really interesting, the title caught my interest, and the article held it. I really like how it discusses how important it is to realise that social media is not the be all, end all of marketing. That social media is just an "outpost" in your communication mix, and that it needs to be combined with other methods of communication, including your website. I also like that it talks about the "home base" and how you need to excel at web 1.0 before having a go at web 2.0, so your website needs to be great and communicate effectively before you move on to social media platforms such as Facebook and twitter. This article relates to week 6, communication mix, and touches on week 7, integration across all media.

Leish Snell's comment, September 26, 2013 8:26 PM
@German. I agree, this is one if the few articles on scoop-it that has taken a different approach regarding social media. Personally because we are faced all day every day with social media, (where ever we look we cant get away from it!) I have to disagree with this article and say that social media does sell. It is not because it is just there for consumers to see that's doing the selling, it is the people behind the company strategically planning their social media; in order to make it affective enough, which makes their product sell. I find it an interesting article however its all about the effort you put in and the commitment you are to place when wanting to get good results. Different tactics appeal and work well for different companies.
Melika Trott's comment, September 27, 2013 12:30 AM
I agree with German it is certainly very different to most of the other ideas about social media swimming around Scoopit. This is certainly a different perspective, and has some very good points about social indeed however im not entirely sure i agree with all of it.
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8 Direct Mail & Social Media Marketing Mistakes Your Small Business Are Making

8 Direct Mail & Social Media Marketing Mistakes Your Small Business Are Making | Integrated Marketing Communications | Scoop.it

I reviewed a well-known shared direct mail package recently and came up with these 8 suggestions that will help out every small business.

German Grebenyuk's insight:

This article is especially relevant in New Zealand, where the majority of businesses are small. The general problem highlighted by the article is difficulty of actually engaging with social media (can’t use it if you can’t even find it) and low utilization of these channels by marketers (no updates or followers). It is understandable that small businesses have limited resources and often their marketers have more than Facebook to worry about, but lack of care for simple things like URL on company’s leaflet makes brand look bad.

more...
Melika Trott's comment, September 27, 2013 12:06 AM
I agree with German, its the simple things such as not putting the company website on flyers and hard copies of peomotional documents. This is especially important in New Zealand as you say because most of our business are reasonable small and unheard of.
Patrick Wong's curator insight, March 11, 11:04 PM

what a great article explaining the little mistake the small businesses are making with direct mail and social media. often are about not having sufficient information on your social media/ your company is hard to find which make it hard for customers to have an efficient communication with the small business. Small business need to watch out this every little things because they are what make the business to have a good integrated marketing communication. 

Lili Wang's curator insight, May 15, 5:42 PM

This was an interesting article to read as it clearly stated why some small busnesses are not succeeding in their industry as it talked about the factors that is holding them back.  Small businesses need to watch out little things because they are the core knowledge to ways that the company can improve on in the IMC process

 

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Research Reveals Most Influential Social Media in B2B Buying

Research Reveals Most Influential Social Media in B2B Buying | Integrated Marketing Communications | Scoop.it

The latest BuyerSphere research report on business to business (B2B) buying decisions reveals key insights into the role of social media in the B2B buying process. These include the most influential social media channels and the best content formats. The research covered over 500 B2B Buyers in Europe and asked them how they researched information in the buying process and which information sources were the most influential in their buying decisions.


Via Bonnie Hohhof
German Grebenyuk's insight:

The article highlights quite one of the differences between B2B and B2C marketing. In B2B consumers, above all, seek credible information, relevant to their business, thus the industry forums, PDF documents and. From these sources they are likely to get clear and useful information. Of course, they also tend to trust their friends and network contacts. This means that B2B marketers should really focus on using social media that allows continuous and strong communication with their clients (should be easier since B2B has a lot fewer consumers) and provide them with timely, reliable, clear and relevant information.

more...
Leish Snell's comment, September 26, 2013 5:22 AM
I agree with German, I feel that the B2B marketers should really adapt to the most powerful source of marketing - social media. they can maintain there usual ways of marketing but I feel is they integrated other formations of marketing, they will only increase their relationship base and brand recognition of the businesses. IMC still plays a major role within B2B and it is equally as effective as B2C markets.
Melika Trott's comment, September 27, 2013 12:02 AM
Yes social media is an important stepping stone is B2B marketing and this article shows well just which are the best sights to be using. It is important to know which sites are the most influential and will have the best possible effect of potential business partners. A good read.
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4 Brand Positioning Strategies for Multi-Product Categories - Business 2 Community

4 Brand Positioning Strategies for Multi-Product Categories - Business 2 Community | Integrated Marketing Communications | Scoop.it

Brand architecture serves as the corporate roof under which a business can protect and unify its brand portfolio. Fortune 500 companies, e.g. the P&Gs, Krafts, and Coca-Colas of the world, utilize brand positioning strategies to protect their numerous brands from external market forces, as well as to unify brands in order to enhance consumer associations and perceptions. The process of developing brand architecture is a strategic one, based on identifying threats and creating strong corporate bonds amongst brands that work to mitigate the risk of brand failure. These risks can come from not only consumer preferences, but market fragmentation, competitors, and the pressure to extend existing brand recognition across multiple products. With threats like these in an ever-expanding and competitive global marketplace, companies with weak brand infrastructures will struggle to compete.

 

Hostess, maker of the iconic Twinkie, is a recent example of a major brand failure. The company’srefusal to modify its product line in order to adapt to changing consumer tastes is cited as a major reason why Hostess plummeted into bankruptcy. Since the company’s collapse, private equity firms Metropoulos & Co. and Apollo Group Management have purchased Hostess with the goal of building a stronger and more stable corporate roof under which the Twinkie, Ding-Dong, and other Hostess brands may again flourish. The two private equity firms will need to decide how to best position the brands in order to mitigate the risks posed by the many volatile and unpredictable market threats. If industry best practices are any indication, Metropolous and Apollo Group will position the Hostess brand by modeling one of the four most common brand positioning strategies, shown in the infographic below.


Via Russ Merz, Ph.D.
German Grebenyuk's insight:

I quite enjoyed the article, I find it interesting how different brands from company’s portfolio can influence one another, as well as the company’s image as a whole. For instance Unilever’s Dove and Axe brands seem to be a bit contradicting – while Dove is pursuing its “Real Beauty” campaign, Axe took an approach which can be deemed by many as sexist. Not surprisingly, Unilever went for “House of Brands” strategy and tries to keep Axe and Dove separate.

more...
Melika Trott's comment, August 22, 2013 11:19 PM
German, I agree and also find it interesting that a brands profiles can influence one another. Good brand architecture is essential to the success of a brand, without it, or if it is not done correctly, long term success is unlikely, as we have seen with the articles example of Hostess. A very insightful article which most of us can learn from.
heeyeon yoon's curator insight, September 28, 5:14 AM

Brand Architecture refers to the horizontal of the brand to organize for a company that owns numerous brands to optimize brand management, the vertical structure and it can protect and unify brand portfolio. Depending on the relationship between the product / service brand or sub-brand and top brands and corporate brands, Brand Architecture can be classified as Brand Architecture of four. Which are monolithic, sub, endorsed and individual brand strategy.  From this article it says companies looking to frame their brands will lean towards either a branded house or a house of brands strategy. These two brand architectures represent opposite ends of the brand relationship spectrum: the house of brand strategy reflects a more independent, stand-alone branding approach; while the branded house strategy represents a more singular, cohesive brand umbrella. 

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2013: The Year of Integrated Digital Marketing

2013: The Year of Integrated Digital Marketing | Integrated Marketing Communications | Scoop.it

The widespread adoption of Internet, social, and mobile technologies has shifted power from the producer to the consumer. In this new “techonomy,” the increasingly sophisticated and highly-connected consumer expects more from brands; he or she wants personalization, relevance, convenience, simplicity, and proximity. To stay competitive, brands need a new approach to consumer engagement and conversion. They need an integrated digital marketing strategy.

To help the reader fully appreciate the importance of integrated digital marketing, here is brief list of the top Marketing Trends for 2013; it represents a mash-up of my own thoughts coupled with everything I’ve been reading over the past year.

German Grebenyuk's insight:

A good read, I find it quite interesting to observe how businesses today adapt to increasingly social and mobile environment. The fact that consumers today demand a sophisticated and personalized experiences means that marketers will have to find new ways to engage consumers and work hard to integrate different aspects of marketing into a single package. I think Chris Horton should make an update at the end of 2013 and give us a few examples of how companies have dealt with these trends.

more...
Daryl Peterson's comment, September 26, 2013 3:15 AM
Very well written curation Manasi. This article relates to the the real world and is relevant in how technology is slowly taking over the world. Marketers who use to send out flyers in the mail or ads over tv and radio now use social media sites. It is an effective tool to use as its quick and efficient for both marketers and consumers as it saves time. This also allows marketers to interact with consumers by using instagram to show not yet released products, tweets to set trending topics to catch consumers attention and faceboook which is the most used social media site to get their message across to a wider target audience. Thies allows marketers to engage with consumers and increase both their brand image and recognotion within the market.
Gregory Farr's comment, September 26, 2013 6:20 AM
this article has hit the nail on the head by saying new technology has given the power from producers to consumers. This is because it is easier for people to get messages across making it harder for company to put the wool over our eyes, Bad service or bad marketing experiences can be spread through consumers at quick pace and through the word of mouth be very damaging towards a companies reputation. This article also touches on how the technological world is changing as we speak, smart phones and tablets are rising in sales as PCs decline. Markets need to be careful and pay a lot of attention to all information they decide to publish online as the internet can be a power tool both to promote positively or negatively about the comany
Sarah Johnston's curator insight, September 26, 2013 9:58 AM

Integrated digital marketing is becomming more and more prevalent in the modern world of marketing. These days consumers aren't just looking to get information on a product, brand or company whilst in the comfort of their own home; they want to access the information from anywhere. As stated in this article, 800 million smartphones and tablets would have been sold in 2012 alone. Consumers are using these devises to get information online. Brands need to get involved with mobile-friendly webpages and applications in order to reach these kinds of consumers. However digital and mobile marketing is already hugely popular, and businesses will have to tweek their approach to become as convenient, relevant and as personal to their consumers as possible, to make sure their product/service stands out above all others.
Perfect summary to the article "In other words, you need integrated digital marketing."

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5 Best Direct Marketing practices To help Your online business.

5 Best Direct Marketing practices To help Your online business. | Integrated Marketing Communications | Scoop.it

5 Best Direct Marketing practices To help Your online business. Direct marketing has been the the majority of conventional method of online verbal exchange (5 Best Direct Marketing practices To help Your online business.


Via GrupoNeo
German Grebenyuk's insight:

A nice little reminder regarding usage of direct marketing, which today became a much more valuable tool due to spread of the Internet and social media. While some of the advice may seem obvious, screwing up simple things like having working links in your email is a quick way of making your direct marketing efforts pointless, so be full of care! However it would be nice to see this article cover numerous other aspects of marketing, not just emails and newsletters.

more...
Leish Snell's comment, September 26, 2013 8:28 PM
This format of article is very common I am seeing on scoop-it. it is there explaining what practises work best and in this case online sources such as e-mailing and newletters are the focus. Personally If a business was interested in this way of marketing then this article would help, however i agree with German that in todays time, it could have stretched out to cover more of the online sources of todays time.
Melika Trott's comment, September 27, 2013 12:19 AM
This article offers some good tips on good and effective communication. I believe direct marketing is the key to succeeding in todays compeditive world, so you had better do it right! Listen to tips in this article to implement success/
Elaine Li's comment, September 27, 2013 1:07 AM
Hi, Joly, interesting article to read. This article talks about five direct marketing practices for online business. As you insight that the direct marketing is the most popular marketing strategy in organization. Direct marketing is easy to communicate with customer and introduce company product. The 5 best direct marketing practices are engaging titles, minimize the pictures, assure your web page link are evident, related content and analyze your E-mail. An engaging title will capture the target market and build interest for them to then explore the site. A title is usually the first thing that is read and therefore important that it is engaging. The above are the 5 Direct Marketing practices that will helpful to online business.
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9 brands prove vulnerability is good for business

9 brands prove vulnerability is good for business | Integrated Marketing Communications | Scoop.it

New media channels – digital, social media and mobile – change marketing from a monologue to a conversation. So, in the spirit of a dialogue, shouldn’t brands say, “I’m sorry,”  when they make a mistake?

Some do and even turn a misstep to an advantage when they:

Admit the mistake fastRespond with honestlySay what is going to be fixed

Here’s how 9 brands proved vulnerability is good for business.


Via Russ Merz, Ph.D.
German Grebenyuk's insight:

This is something that I never actually thought about before. The truth is that all companies screw up at one point or another, but the way they manage it is the real deal breaker. It is interesting how the article mention that threat can be easily be turned into an opportunity in such a case. Admitting a failure, owning up to it and fixing it is a great way of showing that companies is honest, responsible and cares about its customers (which can really hard sometimes).

more...
Leish Snell's comment, September 26, 2013 4:47 AM
This is a very interesting article, and one I feel is impoertant for businesses to think about when making mistakes happens to them. I think the best thing a business can do is be 100% honest with their consumers. They need to take responsibility and once found a solution, they shound dwell on their mistakes, but I believe they should be grateful it happened so they know not to fall in the same path again. This article is indeed insightful and shows that there is always a way out of a negative situation no matter how hard it is. I feel that businesses need to be prepared to know how to deal with any instances that may occur as the train of thought 'it wont happen to us' could have crossed their minds but reality is that it does happen and everyone needs to be prepared. If their is a good customer based and loyalty, businesses will see that they will in fact support the crisis.
Melika Trott's comment, September 27, 2013 12:12 AM
This is an interesting perspective. Where business we previously going with the 'never admit you're wrong' tactic, a new mentality is taking hold. Customers are much more likely to like and trust a company if they can see the human side to it, the side that makes mistakes just like the rest of us. I certainly makes the company seem much more reliable and approachable.
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Integrated Marketing Communications | Social Media Today

Integrated Marketing Communications | Social Media Today | Integrated Marketing Communications | Scoop.it

Think about it this way: It used to be you’d have a crisis communication plan written and it would stay in a drawer until your PR team pulled it out the following year, dusted it off, and gave it a good rewrite.

 

I’m sure you see or hear this a lot: Traditional PR is dead! Media relations is dead! Websites are dead! Marketing is dead! Advertising is dead! Newspapers are dead!

 

Granted, sometimes those things are written to motivate people to click on a link, but all of the customary ways of communication are far from dead. Instead, we find it’s necessary to integrate the things that are “dead” with digital public relations....


Via Jeff Domansky
German Grebenyuk's insight:

It’s true that today social media granted marketing and PR managers a lot of additional tools to work with. However, at the same time there are a lot of new threats, since a lot more people can express and spread their opinions on the Internet. There are numerous recent examples of isolated incidents getting picked by social media, becoming viral and turning into a complete PR disaster for the entire company. What I found particularly interesting about the article is that it suggests integrating not only marketing messages, but also messengers within the company to communicate better with consumers. It can be a costly and difficult challenge, but I think this is what it takes for companies to create a really good public image today.

more...
Jacques Dupeyroux's curator insight, August 17, 7:05 AM

Social media is rapidly growing to be one of the most powerful IMC tools. Achievable exposure and attainable reach are consistently expanding through social media's growth and popularity.

Jeshneil Prasad's curator insight, October 2, 5:28 PM

The article suggests that integration is essential in today climate because communication between departments within a company can lead to better results regarding a marketing campaign and individual silos should be a thing of the past.

Patience's curator insight, October 2, 9:18 PM

IMC program is used for managing every sized business today.

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A Social CEO is a Trusted CEO | Social Media Today

A Social CEO is a Trusted CEO | Social Media Today | Integrated Marketing Communications | Scoop.it
It’s now more evident than ever that CEOs who don’t engage in social media, may as well be conducting their business in a cave.

Via Alex Butler
German Grebenyuk's insight:

A good read; it was pretty nice to see numbers that highlight the effect that social media has on businesses today. In particular, I found  interesting the idea that CEOs and other top executives are somewhat responsible for degree to which company engages in social media. However, it is also a bit hard to believe that, as Mr McLean mentions, senior managers can block other employees from successfully utilizing Facebook, Twitter and other platforms simply because they don’t use social media themselves, that sounds like a bad idea all around.

more...
Aleisha Snell's comment, August 20, 2013 1:57 AM
I agree, it is good to see that this article outlines that its not only the marketing sectors within the companies that like to engage in IMC. outsiders would most possibly think that it is mostly the marketers having the control. I like how this article outlines that CEO's do have some say in their products and their engagement with their audiences. There have been many times where we are exposed to situations where we see that the CEO's don't have much involvement with their products, let alone their customers and target markets.

By CEO's getting more actively involved, this creates a 'trust' emotional factor for customers and that this product is in fact reliable and that it gives it a special aspect that consumers can feel that they are communicating with the founder of the company in some way.
Melika Trott's comment, August 22, 2013 11:05 PM
I found it interesting and agree that, as the article states, people are far more likely to trust a CEO that uses social media, i suppose it means you are able to put a face and character to the title, which makes CEOs seem much more approachable and like just another regular person, and less like a slave driving robot. Certainly most businesses (but not all) have something to gain from social media making it a worthwhile investment. Very informative and enjoyable read.
Monika D'Agostino's curator insight, August 23, 2013 9:16 AM

Makes a lot of sense!

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Instagram registers consumer engagement 18 times that of Facebook: L2 Think Tank - Mobile Marketer - Research

Instagram registers consumer engagement 18 times that of Facebook: L2 Think Tank - Mobile Marketer - Research | Integrated Marketing Communications | Scoop.it

Instagram is becoming a core platform for brands to engage with consumers since it registers consumer engagement 18 times that of Facebook and 48 times that of Twitter, according to the latest report from L2 Think Tank.

 

The "Intelligence Report: Social Platforms" found that the visual component of Instagram has helped the platform grow to 100 million users with the average luxury brand having 100,000 followers. Other visual platforms such as Vine, Pinterest and YouTube have grown significantly and continue to be platforms for brands to deeply engage with consumers.

 

"For all the mindshare that it occupies, social media ultimately drives very little ecommerce, less than 0.25 percent, and site traffic, less than 3 percent, for prestige brands," said Danielle Bailey, research lead L2 Think Tank, New York....


Via Jeff Domansky
German Grebenyuk's insight:

The social media has been a pretty hot topic for marketers lately, but this article does a good job of reminding us that this channel of communication (and certain platforms in particular) is not perfectly suitable for every brand out there. Luxury brands do so well at visual platforms such as Instangram because the appearance of their products is crucial and their consumers like to show off. The point is, while social media can be an invaluable tool for some brands, the effectiveness differs from brand to brand and from platform to platform. This is something that marketers should keep in mind and not expect miracles simply because they utilize Intangram.

more...
Anna Kong's comment, September 26, 2013 9:31 PM
i agree with you jian wang. this article is very informative, it shows that by engaging with consumers it does help the company with its branding and it also applies for free markets.
oliviachristy's curator insight, October 2, 6:00 PM

Consumers need to be engaged or they will switch off. The implication for marketers being that their messages won't be transmitted. 

Facebook is more content heavy than Instagram, with more opportunities for users to engage; group formation, events, sharing for example. Perhaps that has become their downfall in managing to keep their users engaged.

The more messages we see daily, the more we filter out. Instagram is free from complexity and a bombardment of messages and content. It might be its simple, image based, to the point structure that holds an increasingly impatient publics' attention.

luke sumich's curator insight, October 2, 10:38 PM

Want consumer engagement for a luxury brand? Use Instagram