What’s happening right now.
WHAT WE'RE THINKING, DOING, HEARING, EATING, CREATING, SOLVING RIGHT NOW.
WHAT WE'RE THINKING, DOING, HEARING, EATING, CREATING, SOLVING RIGHT NOW.
FerebeeLane Brings Home Gold:
SE Small Agency of the Year
We’re thrilled to share that FerebeeLane has been named Ad Age’s Southeast Small Agency of the Year for 2026. The recognition validates what we’ve believed from the very beginning: that thoughtful work with thoughtful partners always wins.
Josh Lane on the Five Principles Behind Every Charismatic Luxury Brand
Karine Szegedi at Luxury on Air – produced by Deloitte Switzerland and the Swiss Center for Luxury Research – sat down with Josh Lane on why brand charisma is the defining advantage in saturated luxury markets, and why the brands that have it aren't built on amenities or aesthetic grandeur but on a deliberate framework of clarity, courage, contrast, curiosity, and commitment.
Credit: Le Labo
Why Most Luxury Brands Are Building the Wrong World
Most luxury brands build worlds for their consumers, but the most compelling ones build them with them. A FerebeeLane feature in the Luxury Communications Council on what genuine consumer intimacy looks like – and why the brands that get it right become something a consumer doesn't just buy, but makes their own.
Defining Hospitality the FerebeeLane Way
Thanks to Defining Hospitality host Dan Ryan for welcoming Matt Ferebee to chat destination branding – and how powerful brand strategy shapes luxury hospitality from the inside out.
Can Global Luxury Hotels Scale Without Losing Their Soul?
A conversation with Guillaume Benezech, Senior Director of Global Brand Management and Guest Experience for The Ritz-Carlton, featured in the Luxury Communications Council on the pressure to grow and the discipline required to ensure expansion deepens the experience rather than dilutes it.
From Brand Story To Guest Experience: How FerebeeLane Is Rewriting the Rules of Luxury Marketing
Josh Lane and Matt Ferebee joined Richard Larsson on Agency Alchemy to unpack what it really takes to build a luxury brand – where brand thinking embedded into everything from architecture and service training to textiles and guest interactions creates meaning, not just messaging.
From Desire to Devotion: The Making of a Charismatic Brand
A FerebeeLane feature in the Luxury Communications Council on what separates enduring luxury brands from those that lose their way, and why charisma built through clarity, courage, and commitment is what turns desire into lasting devotion.
Credit: The Dylan Hotel Amsterdam
Conversation as Amenity: How Unscripted Moments Build Lasting Loyalty
Polished service alone no longer builds loyalty with affluent consumers. Our point of view in the Luxury Communications Council on what it looks like when brands trust their teams enough to let real, unscripted conversation become the most memorable part of the stay.
When Great Design Isn't Enough: The Real Role of Hospitality Branding
Tim Mills at the say86 Hospitality Podcast brought Matt Ferebee and Josh Lane together on why some beautifully designed hospitality businesses still fall flat, and how emotional storytelling, clarity of purpose, and human connection are what drive lasting loyalty and pricing power.
Credit: Mercedes-Maybach
What Understated Brands Offer the Overstimulated Consumer
The neurological and cultural shifts reshaping how affluent consumers engage with luxury are real, and luxury marketers are still catching up. Our take in the Luxury Communications Council on what it takes to meaningfully reach consumers who are overstimulated, over-targeted, and increasingly resistant to the noise.
Playing the Long Game: Josh Lane on Legacy, Leadership, and Luxury Branding
Thanks to James Williams at Agency Download for sitting down with Josh Lane on what it really takes to build a luxury branding agency that lasts: a clear niche, deep client relationships, strong retention, and human connection at the center of every engagement.
Blackberry Farm: The Wine Tunnel
The Case for Art in a Data-Driven Luxury World
Data can optimize a luxury brand, but it cannot move its consumer. In the Luxury Communications Council, we make the case for why the brands that endure are the ones willing to invest in something science can't measure.
Gen X: The Affluent Consumer Luxury Brands Keep Overlooking
Gen X is the most underleveraged audience in luxury marketing. Our take, published in the Luxury Communications Council, on why what they want from brands isn't scripted personalization but genuine thoughtfulness.
Why Unexpected Collaborations Are One of Luxury's Best Growth Strategies
Most brand collaborations mistake proximity for partnership. We explored in the Luxury Communications Council what it looks like when a luxury brand pursues an unexpected partnership with a clear point of view and opens the door to new audiences because of it.
What Gets Lost When Luxury Brands Trade Stories for Soundbites
In a category built on devotion, there's a meaningful difference between a thin, keyword-driven brand story and a rich, enduring narrative. A FerebeeLane perspective in the Luxury Communications Council on why only one of them builds lasting belief.
Photo Credit: Julia Volk, Pexels
What Luxury Brands Get Wrong About Age and Heritage
Age, in luxury, is only as valuable as the story built around it. A FerebeeLane feature in the Luxury Communications Council on what the brands that get it right understand about turning heritage into something an affluent consumer can actually feel.
Aman Residences at Aman New York
How Quiet Luxury Is Changing the Architecture of Premium Spaces
The shift toward understated elegance has moved beyond what affluent consumers wear. In the Luxury Communications Council, we look at how it's now impacting the architecture and interiors of the spaces and experiences luxury brands build.
FerebeeLane x Blackberry Farm
Matt Ferebee and Blackberry Farm’s Vice President of Marketing, Sarah Chabot, attend Hospitality Asset Managers Association’s Spring Conference to share how FerebeeLane has helped shape and tell Blackberry’s story for the better part of two decades.
Redefining a City: How We Did It and The Results That Followed
Thanks to Kyle O’Brian at Campaign Magazine for showcasing how we positioned the ‘Grande’ side of Orlando for our longtime client, Grande Lakes Orlando.
FL Partners With A Beloved JW Marriott Property
We’re honored to partner with JW Marriott Scottsdale Camelback Inn Resort & Spa as they expand the spa and continue to elevate the Camelback guest experience.
A Sea of Sameness? Josh Lane Shares How This Impacts Luxury (And How to Stand Out)
Josh Lane shares with Luxury Daily how being different (not better), acting as a guardian of culture and knowing when to say no can differentiate a brand in affluent consumers’ endless sea of options.
Life’s a Beach: The 4-Year Road From Lost Pitch to Agency Win
Appreciate AdWeek highlighting how our team’s long-game focus and Josh Lane’s never-say-die attitude paid off for a second chance to win a sought-after East Coast tourism account.
Exploring the Difference in a Social Presence and Being Present on Social
Liz Bartges, our Director of Brand Engagement, takes a deep dive into various aspects of social media engagement — and how it takes more than posts and content to truly engage your community.
Josh Lane and Matt Ferebee Talk About FL’s Focus and Future
We wouldn’t be where we are without the insights and advocacy we’ve counted on from the 4A’s for the last decade and a half. Our agency’s founders were honored to share a bit about FerebeeLane’s story and success.
Talking About Influence and Influencers. And Snoop Dogg.
Enjoyed talking with Megan Graham at the Wall Street Journal about the state of influencer marketing — and whether or not buzzworthy collaborations always pay off for brands.
Building Brands That Build
A Genuine Sense of Place
Grateful to Brian Bonilla with AdAge for the in-depth overview of our work with resorts and destinations committed to create compelling, creative guest experiences.
FerebeeLane VP Katie Driggs named to Adweek’s 2023 Media All Stars
Each year Adweek identifies the Media All Stars who are redefining the industry with bold buys, big reach and powerful business outcomes.
2 Minutes With... Robbie Cobb, Creative Director at FerebeeLane
Robbie Cobb is a boomerang at FerebeeLane, having worked as a senior graphic designer there from 2009-12, and returning as creative director last year.