Baccarat
LUXURY CRYSTAL — 2022, Paris, France
Baccarat experienced a leadership transition and sought to reinforce its brand relevance in key strategic markets — the United States and Japan. The Maison needed to align heritage with contemporary cultural expectations, while ensuring consistency of brand codes, tone of voice, and expression across markets.
Services
Cultural strategy and heritage guardianship
Brand strategy and positioning (US and Japan)
Market-specific activation ideation
Interventions
Market-specific cultural and lifestyle analysis (US and Japan)
Brand positioning translation for local market relevance
Target profiling and definition based on mindset, lifestyle, and quest
Culture benchmarking and trend analysis (US and Japan)
Concept and narrative development
Artistic direction guidelines for brand expression
Experience and activation ideation adapted to local cultural codes (US and Japan) Digital strategy and content frameworks
Offer and collaboration opportunity identification
Strategic support for local teams in Paris, France through clear
frameworks and guidelines.