Paurav Shukla – a globally renowned expert in the field of Marketing, Branding and Luxury …

Should luxury brands use twitter?

Recently, I came across an article which focused on “15 reasons [why] luxury brands must be on twitter”1. When I started reading those 15 reasons, it got me a bit worried. I was unsure as to if any of those reasons really had a merit for a luxury brand. Like most academics, when I read [Read Story]

Apple’s ‘Antennagate’: How not to deal with an issue when you are a leader

While listening and later on reading Apple’s defence of the ‘Antennagate’, I felt how much strategic thinking has gone into this and how the debate was PR driven rather than having any talk of substance. Apple won praise of customers and non-customers alike because it stayed at the upper spectrum debate previously. It looked at [Read Story]

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