by Dave | Apr 24, 2020 | Uncategorized
Over the course of my decades-long career, I’ve had the pleasure of working on advertising for many luxury brands. In addition to marketing elite super yachts and upscale resorts, clients have included opulent condominium towers in Tampa, Sarasota and Philadelphia.
However, “luxury” is a term that tends to get thrown around very carelessly. What actually separates a luxury product or service from one that is just high-priced?
Author Jean-Noel Kapferer offers this definition in his book The Luxury Strategy. He says for something to truly be a luxury brand it must match these six criteria:
- A very qualitative hedonistic experience or product made to last
- Offered at a price that far exceeds what their mere functional value would command
- Tied to a heritage, unique know-how and culture attached to the brand
- Available in purposefully restricted and controlled distinctions
- Offered with personalized accompanying services
- Representing a social marker, making the owner or beneficiary feel special, with a sense of privilege
The book offers rules of marketing to build luxury brands. I’m about half way through and have benefited from a host of insights from Kapferer so far.
by Dave | Feb 1, 2017 | Category #1, Uncategorized
This is an example of a WordPress post, you could edit this to put information about yourself or your site so readers know where you are coming from. You can create as many posts as you like in order to share with your readers what is on your mind.
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This is an example of a WordPress post, you could edit this to put information about yourself or your site so readers know where you are coming from. You can create as many posts as you like in order to share with your readers what is on your mind.
This is an example of a WordPress post, you could edit this to put information about yourself or your site so readers know where you are coming from. You can create as many posts as you like in order to share with your readers what is on your mind. This is an example of a WordPress post, you could edit this to put information about yourself or your site so readers know where you are coming from. You can create as many posts as you like in order to share with your readers what is on your mind.
by Dave | Feb 1, 2017 | Category #1, Uncategorized
This is an example of a WordPress post, you could edit this to put information about yourself or your site so readers know where you are coming from. You can create as many posts as you like in order to share with your readers what is on your mind.
This is an example of a WordPress post, you could edit this to put information about yourself or your site so readers know where you are coming from. You can create as many posts as you like in order to share with your readers what is on your mind.
This is an example of a WordPress post, you could edit this to put information about yourself or your site so readers know where you are coming from. You can create as many posts as you like in order to share with your readers what is on your mind.
This is an example of a WordPress post, you could edit this to put information about yourself or your site so readers know where you are coming from. You can create as many posts as you like in order to share with your readers what is on your mind. This is an example of a WordPress post, you could edit this to put information about yourself or your site so readers know where you are coming from. You can create as many posts as you like in order to share with your readers what is on your mind.
by Dave | Feb 1, 2017 | Category #1, Category #2, Category #3, Category #4, Category #5, Sub Category 1.1, Sub Category 1.2, Sub Category 1.3, Sub Category 2.1, Sub Category 2.2, Sub Category 2.3, Sub Category 3.1, Sub Category 3.2, Sub Category 3.3, Uncategorized
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