In this Talks With Teads conversation, Reid Myers, Head of Marketing for Baccarat North America, discusses how the iconic French brand balances artistry, heritage, and modern storytelling to drive growth across categories—from home décor and lighting to fragrance and hospitality.
Balancing Heritage and Modernity
For a legacy brand like Baccarat, storytelling begins with craftsmanship. Myers highlights how the brand’s deep heritage in crystal design forms the foundation for its expansion into lifestyle experiences, including the Baccarat Hotel and the celebrated fragrance Baccarat Rouge 540. By extending its craftsmanship into new categories, the brand keeps its heritage alive while inviting new audiences into the world of Baccarat.
Turning Brand Equity into Business Growth
Myers explains, luxury marketing is about more than aspiration, it’s about understanding how brand equity drives measurable results. Data plays a growing role in Baccarat’s strategy, helping the team identify which creative and messages resonate most across channels. The key, Myers notes, is context: a message that feels timeless in print may land very differently in digital. Meeting audiences where they are ensures that the brand’s story remains relevant while maintaining the exclusivity that defines luxury.
Lessons for Advertisers and Marketers
- Heritage fuels innovation: A brand’s legacy can serve as a powerful springboard for expansion into new expressions—without losing authenticity.
- Context shapes impact: Luxury storytelling must adapt to each medium, matching creative tone and message to how consumers experience it.
- Data refines creativity: Measurement doesn’t replace intuition; it strengthens it by revealing what drives resonance and recall.
- Consistency builds trust: Whether in-store, online, or through brand extensions, maintaining a consistent aesthetic reinforces value and desirability.
The Future of Luxury Storytelling
As luxury consumers seek deeper emotional connection, Baccarat’s approach shows how modern storytelling can sustain centuries-old brands. Discipline and data-driven creativity work hand in hand to ensure that heritage isn’t static—it’s continually reinterpreted for today’s audience.
For advertisers looking to elevate premium positioning, Baccarat’s example proves that enduring success lies in pairing narrative precision with timeless allure.
For more insights from industry leaders, explore the full Talks With Teads series.