Virtuañ Brands

The platform economy is gaining increasing importance. Digital platforms can be found in more and more areas of consumers' daily lives. One area particularly affected by this is online shopping, which is becoming increasingly popular. Large online retailers have achieved monopolistic positions, and the majority of online shopping takes place on their marketplaces. This presents significant challenges for manufacturer brands. Recently, some of them have started operating their own platforms to counteract the risks within the platform economy, the so-called Brand Flagship Platforms.

This book, a second offering after the successful first edition, shows how to build successful luxury brands using the power of sensory science and neuropsychology. The author presents inspiring business cases like Tesla Cybertruck, Chanel, KaDeWe, Baccarat, JACQUEMUS, NASA, MUD Jeans, Lilium, Rémy Cointreau, FENG J, Moncler, Louboutin, or Raffles Dubai in industries such as Fashion, Automotive or Leisure. The book highlights groundbreaking scientific methods - like the Derval Color Test® taken by over 30 million people - to help predict luxury shoppers’ preferences and purchasing patterns. Game-changing and unique features of successful luxury brands are decoded. Through various practical examples and experiments, readers will be able to build, revamp, or expand luxury brands and look at luxury from a new angle.

This book, a second offering after the successful first edition, shows how to build successful luxury brands using the power of sensory science and neuropsychology. The author presents inspiring business cases like Tesla Cybertruck, Chanel, KaDeWe, Baccarat, JACQUEMUS, NASA, MUD Jeans, Lilium, Rémy Cointreau, FENG J, Moncler, Louboutin, or Raffles Dubai in industries such as Fashion, Automotive or Leisure. The book highlights groundbreaking scientific methods - like the Derval Color Test® taken by over 30 million people - to help predict luxury shoppers’ preferences and purchasing patterns. Game-changing and unique features of successful luxury brands are decoded. Through various practical examples and experiments, readers will be able to build, revamp, or expand luxury brands and look at luxury from a new angle.

In the next few years, brands are on track to spend billions of dollars on influencer marketing. This form of marketing—currently utilized with great success on Instagram and YouTube—is not a short-lived fad, but a tectonic shift for the future of digital advertising. It's the way of the future, and the responsibility is on business leaders to keep up.

This book, a second offering after the successful first edition, shows how to build successful luxury brands using the power of sensory science and neuropsychology. The author presents inspiring business cases like Tesla Cybertruck, Chanel, KaDeWe, Baccarat, JACQUEMUS, NASA, MUD Jeans, Lilium, Rémy Cointreau, FENG J, Moncler, Louboutin, or Raffles Dubai in industries such as Fashion, Automotive or Leisure. The book highlights groundbreaking scientific methods - like the Derval Color Test® taken by over 30 million people - to help predict luxury shoppers’ preferences and purchasing patterns. Game-changing and unique features of successful luxury brands are decoded. Through various practical examples and experiments, readers will be able to build, revamp, or expand luxury brands and look at luxury from a new angle.