With so much digital noise, it's getting harder for luxury brands to stand out in an increasingly competitive marketplace.
In the past, we've examined how some companies have sought to up their digital game
. Now writer Sam Shankman has taken a look at offline activation events and how brands are looking at this as a way to differentiate themselves.
Luxury spirits maker Louis XIII Cognac's
recent collaboration with musician Pharrell is also interesting because it highlights the desire for brands to be more than just aspirational. They want to show they have a conscience as well.