Luxury Unfiltered is a weekly column by Daniel Langer, an expert in luxury branding, hospitality and activations who was named a “Global Top 5 Luxury Key Opinion Leader” by Netbase Quid.
The mistake many brands are making is to over-rely on product and not enough on the brand story. The reason is very simple: products are tangible, while the story is intangible.
Second are emotional value attributes that stimulate emotional responses, such as design or the feel of materials. Both value components are vastly product-related. Some tell a category story — something generic — instead of a brand story. Many brands tell no story at all. Brand storytelling has significant economic ramifications, therefore playing an existential role as it relates to the resonance of luxury brands. Articulating what the brand means in the life of the customer becomes make or break.
For a fitness brand, this might mean transitioning from selling sneakers to promoting a lifestyle of health and resilience. For a luxury car manufacturer, it involves moving beyond the mechanics of the vehicle to embrace a specific lifestyle. It requires a deep understanding of the target audience, including their values, cultural contexts, and personal goals. This must be matched with the vision of the brand.When Gucci had more successful days, its leaders were excellent brand storytellers, inspiring audiences by depicting a life free of constraints and offering freedom of self-expression.
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