The Consultancy is in the blog

  Here are some of the most interesting articles of the last weeks selected by The Consultancy Group: 

Brand Minds In part 1 , we’ve explained what an influencer is and how influencer marketing works. But I’m sure you want to know if it’s really effective and how it can actually help you . What are the benefits? An influencer will speak about the pros and cons of your products, but in such a way as coming off far more credible and useful than any traditional ad could do. It is important to realize that it is the influencers who have built their audience. It is not accidental that fans follow influencers and not the brand . By reading a post, the audience cares much more about the influencer’s opinion of your product than about your brand.  When done right, brands have much to gain by engaging in influencer marketing . It’s a strategy that leverages the influencer’s reach, credibility and salesmanship to advocate a product to consumers, which results in awareness, improved perception and action (or conversion). Working with the right influencers can have a multitude o...

How is the luxury market affected by COVID-19. Find out our selection of the latest articles on the subject : An Hermès boutique in China made $2.7 million in one day after it reopened Is Hermès’ blockbuster reopening in China a barometer of things to come in post-pandemic luxury shopping? The French heritage brand’s Guangzhou flagship store reportedly achieved $2.7 million in sales when it reopened this weekend, according to WWD. This figure is believed to be the highest daily haul for a single boutique in China, and offers hope to luxury brands and retailers of what economic recovery may look like in the coming months .  Read more... Rolex, Patek Philippe, and more luxury brands leave Baselworld for new trade show with Watches & Wonders in Geneva This might not be the end of Baselworld, but it is the end of Baselworld as we know it. Rolex, which has been among the least vocal brands since the beginning of the COVID-1...

Getty Images When speaking about sports teams , which come to mind first? It depends where you’re from, but an average sports fan will always give you a few team names like the Los Angeles Lakers, New York Yankees, Real Madrid, Barcelona , and so on. The most popular teams are also some of the most valuable in terms of net worth. Every year, Forbes establishes a ranking of the 50 most valuable sports teams in the world . This ranking is based on a calculation where team values reflect enterprise values (equity plus debt). Analyzing the ranking Forbes Let’s analyze the top 25 ranked teams. There’s a lot of stars and stripes , right? As a matter of fact, only five of them are non-US. Even though Europeans are not part of the majority, they still get a nice share of the cake with some of the highest-ranking positions, thanks to Real Madrid and Barcelona in third and fourth place, respectively. Looking even closer, we notice that only four sports are represented in this ranki...

    Swiss precision and confidentiality combined with international experience provide a tailor-made service in all areas of marketing to each of its partners. The advent of summer is traditionally known for its many festivities. This year, in looking back on three positive years in operation, we will celebrate the success of our young company.  The Consultancy Group specializes in the industries of luxury and sport at the highest level. Large luxury companies trust us to restore lost agility and flexibility. The smallest, according to them, gain international experience and a network that they would not necessarily have needed to integrate this year, but which permit them to optimize their marketing strategy.      A fast growing pace In just three years, our agency already counts five full-time success managers, including one intern. "I was fortunate to find my career path through my internships, and I wish to be able to offer this s...

Communication Coherence Factor – the pot of gold at the end of every company’s rainbow, by Jennifer B. Righetti Today, companies no longer ask themselves whether to communicate or not, but rather how and to what extent. The old adage, no news is good news, has become old news, replaced by: all publicity is good publicity. There is a push to be visible across all channels no matter what.  In order to keep the pace, siloed individuals across departments of a same organization start publishing and posting with whatever resources they have, always with the best intentions of getting their message across to the widest possible audience.  With the kinetic energy of this unbridled communication reaching a peak state comes the potential for massive visibility and market share. And yet, it also gambles with credibility.   As much as the need to spread the word is real and urgent, the credibility of a company’s communication and image has to come first – its ver...