Lux Brands Face Tough Balancing Act

By Kevin O'Donnell

Prophet, February 1, 2009 — Luxury brands face no small dilemma these days as they try to deliver growth without compromising cachet—all against the backdrop of a severe global recession that’s sure to challenge their fabled resistance to downturns. (Marketing News)

How Apple, Others Have Cultivated Religious Followings†

Nine Components That Powerfully Engaging Brands Share With Religion

Advertising Age, December 8, 2008 — Having spent years talking with brand fans — from obsessed Harley-Davidson riders to devoted Guinness drinkers to young Hello Kitty admirers (one of whom owns more than 12,000 pieces of Hello Kitty merchandise) — I've been struck by the power brands have over their followers. But can the apparent parallels between brands and religion possibly hold up? Have some brands actually managed to create their own religions by, coincidentally or deliberately, adopting triggers and tactics from the world of religion?

Vuitton unpacks its clothes†

Financial Times, March 21, 2006 — LUXURY BRANDING: A new 'ready-to-wear' space at London's Harrods breaks one of the brand's cherished commandments