Is Monocle the New Louis Vuitton?

I’m not sure the people at Monocle would like their well-cared for magazine to be positioned as a luxury product brand — but it’s not always up to the people who work at a brand to decide what the brand is about. Today, many luxury brands feel manufactured and the holding company’s strategy of putting them through a BCG Matrix lifecycle of stars to cash cows must be plainly obvious to any premium product-buying customer. They want more. They want better. Brûlé and his team have not only had the opportunity to write about fashion, travel, automotive and jewelry — they have had the opportunity to create world-leading businesses in each market by leveraging a very 21st century top-of-the-market brand.

- Piers Fawkes, "Is Monocle the New Louis Vuitton?", PSFK.

I am inclined to agree. It's the information age, and Monocle is a luxury purveyor. You can feel it at first touch; even its ads are a tribute to content.

AdVerve Episode 70: Fashion-Punting on Twitter & The Trouble with Airlines

Play the show now.

We run a solid flowing gamut from customer service on Twitter (à la Nordstrom!) to what travel's lost post-9/11. We throw back to Vinny Warren, ruminate on the pros and cons of unexpected fame (is it ever unexpected?), and where The New York Times went horribly, horribly wrong with its payment wall.

I also rant heavy on the merits of Monocle, the little print publication that could - and could so, so good.

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