Blog

Cultural intelligence for creative and luxury business

 

"Culture is what remains when you have forgotten everything."

 

Thomaï Serdari for .

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Emojis: From Hillary Clinton to your fingers

 

Courtesy of Caroline Bucci

Acronyms are out--Emojis are in. Or so it seems: The New Yorker is poking fun both at our culture and Hillary Clinton with its imaginative and emoji-ful graphic.

Meanwhile, several young jewelry designers, have interpreted their own version of the meaningful, universal icons in 14K, 18K gold and precious stones. Look up the work of Art Youth Society, Alex Woo, Khai Khai, Wendy Brandes, Sydney Evan, Carolina Bucci, Jane Basch, and Missoma for some delightful versions of emoji in precious materials.

Thomaï Serdari for .

For in-depth analysis of cultural intelligence and market-related information subscribe on PIQluxury.com

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Animations that inform and amuse

Courtesy of Adam Leibsohn, Giphy

When video feels too "studied" or "designed" and interpreted as a top down message from the brand to the customer, gifs can add spontaneity and capture your customer's interest. The question is what would your gif be about? A well-defined brand that resonates with today's culture should have plenty of inspiration for meaningful graphics.

Thomaï Serdari for .

For in-depth analysis of cultural intelligence and market-related information subscribe on PIQluxury.com

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Culture is a cloud

To emphasize the importance of thinking about abstract concepts and opposing ideas that will help advance your business, I am reposting David Brooks's article from the New York Times.

Thomaï Serdari for .

For in-depth analysis of cultural intelligence and market-related information subscribe on PIQluxury.com

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Creative Iris

The documentary on Iris Apfel by the late Albert Maysles is coming to New York City at the end of April. What we like about Iris is that she's always kept her finger on the pulse of culture and didn't simply wear fashion--she created fashion. We salute her cultural acuity and think that many brands would benefit from following her example.

Thomaï Serdari for .

For in-depth analysis of cultural intelligence and market-related information subscribe on PIQluxury.com

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Brand fandom

Courtesy of Chanel: Backstage at the Grand Palais for the Spring-Summer 2015 Haute Couture show

While this may be the ultimate dream for all brands, creating a brand cult is very difficult to achieve. Are there rules that govern consumers' response to brand sensations? Register in the upcoming 'Brand Kaizen' event to find out how to design events, presentations, and brand communications to attract a following.

Thomaï Serdari for .

For in-depth analysis of cultural intelligence and market-related information subscribe on PIQluxury.com

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Brand Kaizen

Courtesy of Dom Pérignon, Photography by Karl Lagerfeld

Is your brand authentic? Relevant? Coherent? And if yes, how exactly? Come to our Brand Kaizen event to evaluate your strategy and enrich it with cultural insights that can bring new success.

Thomaï Serdari for .

For in-depth analysis of cultural intelligence and market-related information subscribe on PIQluxury.com

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Brand extensions

Hermès scarf exhibited at the Benaki Museum in Athens, Greece

Brand extensions need not be entirely new lines of product. Think about innovating within an existing category. For example, the Silk and Textiles business line of Hermès, with a continuous grow of an impressive rate of 9% annually, follows a twofold strategy: a. exceptional materials and masterful design; b. new formats.

Thomaï Serdari for .

For in-depth analysis of cultural intelligence and market-related information subscribe on PIQluxury.com

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Björk is full of love

Courtesy of Björk, "All is Full of Love," 1999.

Wonder what makes an artist's music resonate with the public's emotions? And what is it that makes certain pieces timeless? An art form, music has been commercialized and packaged in all sort of types and formats. Yet, there are pieces that ring as true when they are released as thirty years later. Recording human emotions and attitudes while also maintaining a curiosity about the future is what makes products powerful. In Björk's case, it is her music. What is the case for your brand?

Thomaï Serdari for .

For in-depth analysis of cultural intelligence and market-related information subscribe on PIQluxury.com

 

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Think local

Courtesy of Mansur Gavriel

If your business competes in markets that are saturated with product, think of differentiating your brand based on high quality products, services and local responses to functionality. For example, what type of bag do New Yorkers really need? A back pack? A tote? Why?

Thomaï Serdari for .

For in-depth analysis of cultural intelligence and market-related information subscribe on PIQluxury.com

 

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