Ignoring brand storytelling and client education could be costing you millions ...Middle East

Over the last few months, I have spent significant time with the sales teams of several luxury brands across different sectors. One challenge these brands had in common was making their brand story tangible and relevant for sales associates and brand ambassadors, in addition to providing them with enough knowledge on luxury clients, who have, in most cases, a fundamentally different lifestyle than the sales staff. I remember shadowing VIC sales ambassadors who not once reinforced the brand story in the sales process. When I asked for the reason, the answer was blunt: “Only marketing believes in the story. For the rest of the organization, it’s irrelevant. We focus on product.” “Only marketi

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