Van Cleef & Arpels’ Alhambra: How to Update a Timeless Charm
How does a jewellery house update an iconic collection that’s fundamental to its bottom line? In the case of Van Cleef & Arpels and the juggernaut Alhambra fine jewellery line, you lean into subtle transformations. This month, the French jeweler is adding new convertible pieces that can be worn multiple ways. The first is a […]
How to Scale a Premium Skincare Brand
Prestige skincare brands are walking a narrow tightrope. To justify their higher price points, customers expect proven, expert-approved products, factors which lend themselves to distribution in med-spas, aesthetics clinics and doctors’ offices. “[Clients] are more interested in professional lines, because there they actually see a tangible difference to their skin,” said Madalaina Conti, a New […]
How to Build a Male Influencer Brand
When Ethan Glenn sold his first hat in the summer of 2021, he harboured no dreams of being an entrepreneur. At the time Glenn was a marketing manager at an advertising studio moonlighting as an influencer with his Instagram page Every Other Thursday, where he shared the images that inspired his style, such as old […]
How to Deal With Negative Articles on Google
Opinions expressed by Entrepreneur contributors are their own. Building a strong brand means recognizing potential reputation crises and knowing how to handle online articles that misrepresent you or your business. Negative press on Google can erode customer trustand disrupt your operations. Burying negative search results can be complex, time-consuming and cost a fortune that in […]
How to Rebrand Without Losing Your Fans
If there’s one word beauty shoppers hate to see more than “reformulation,” it’s likely “rebrand.” It’s been coming up a lot lately. Executives look to rebranding as a way to reinvigorate slowing sales, reach a new customer base or generate some buzz. Sometimes, it’s needed: Trends change, new markets may require a different approach or […]
How to Take Control of Your Brand’s Story With This DIY Strategy
Opinions expressed by Entrepreneur contributors are their own. I’ve always believed that every business, big or small, should have the ability to shape how it is perceived online. Building a brand today means being seen, trusted and found online. Still, many entrepreneurs and professionals I meet are stuck in a waiting game. They might be […]
How to Build a Strong Brand With a Limited Budget
Opinions expressed by Entrepreneur contributors are their own. Stretching your budget is one of the toughest aspects of founding a startup and bringing products and services to market. How do marketing and branding fit into a limited budget? In this article, we take a deep dive into bootstrapped branding to give you the ideas and […]
How to Utilize Founder Branding While Avoiding the Spotlight
Opinions expressed by Entrepreneur contributors are their own. Most founders have zero interest in becoming celebrity CEOs — in fact, many of us actively avoid it. Yet, the personal branding industry has been projecting the same message for years: Be the face of your industry, become the #1 name everyone recognizes, and build your personal […]
How to Write Irresistible Emails That Demand Attention
Opinions expressed by Entrepreneur contributors are their own. If your email marketing campaign isn’t doing well, it’s not that email is old. Your strategy likely needs improvement. A typical professional gets more than 120 email messages each day. This means your email campaign must compete not only with other marketing emails but also with social […]
How to Work With Creators and Their Communities on TikTok
The objective of this white paper is to equip the international fashion, luxury and beauty industries with strategic insight on executing effective TikTok strategies. From brand identity and community engagement to organic and paid campaigns, creator collaborations, commerce solutions, user-generated content (UGC) and a host of other commercial considerations, BoF has analysed and investigated best […]