In the agency, we offer brand marketing consulting for luxury brands through:
Creative planning
Brand consulting
Global marketing
We care about the perceived brand value and the brand identity expression. We cultivate the very origin and the center of the brand character itself with our brand analysis and marketing expertise, interpret the market situation, the present artistic value and business performance into the resources for the brands to keep growing with.
Brands are constantly at risk of being used even by the fans and stakeholders with the trend of information democracy. One is that the hierarchical idea is collapsing with more diverse preference and thinkings are recognized around the world. The shift of the collective idea about up and above from it being one North Star for all to it being within him/herself and out there shining for each one of them, is pushing the brands to constantly seek for the new ways of marketing.
Traditionally, luxury marketing is almost the opposite of the regular marketing. They have a great deal of brand awareness and their promotion is neatly calculated only to target the loyal clients. The brand world expression can be appealing to the mass, but the more they do so, the more depth they would need in their core brand value and the stories behind the product line. Generally speaking, the average quality of life is improving day by day for everyone on the planet. Life is better than before. Millennial taste already surpasses the regular perceived brand value. The trend of mixed coordination represents that the loyal brand followers are no longer the success type of the brand consumer engagement. People like to express themselves with the uniqueness and originality only they have within themselves for them, and each and every purchase, rent and coordination, is worshiped as the action of the best balance of the self and collective expression. The client is the king and the queen and what they do with the products is being spotlighted. Automatically, perceived brand value gets downgraded as the products have to become no longer the symbol of success, or the entry to the greater mystery. They are just “good stuff” to be worn. Well designed, masterpieces. Great services, wonderful products.
Art and science in brand marketing communications, when best mixed and tailor-made for each time, place, product or service, opportunity and something beyond that, flies so high in the unlimited sky and blossoms as something much greater than human prediction. Strategies and analysis strengthens the chances of the targeted-prepositions. In today’s world where things are rapidly changing, it is hardly the case that the continuous pattern of the existing luxury brand marketing formula works for its best practice. Brands must be the ultimate place for the humans to reach, in their senses, thoughts and feelings/emotions. Products and services are not the only factors but the communications are.
I jotted down the changing environment and influencing essences below:
Non-hierarchical, equal idea about the world - empowered individual, respected freedom,
Mash culture - see fashion design equally, mix them with original taste
Information revolution
Technology innovation - me too brand phenominum, ignoring the needs to be more original and different than other brands
Democratization of the superior lifestyle
Rising quality of life for all - everyone is connoisseur?
Spirituality outcasting materialism
God’s within us, in each and every different relationship, not at the top of the unreachable hierarchy built for all
Rise of the value of community, new collectivism
Needs of aesthetic excellence in diversity environment
Had people ever wanted the “better products” or “better services”? Yes, to some degrees, but no to the luxury fans. People go for design, quality, usability and imply, image that comes with it, but they also buy thought and idea behind the products and services, desires and dreams, and something more. But a simple campaign with the idol of the dream and the dream product will fulfill the requirement to be the astonishing brand marketing when it is analyzed and distributed to the perfect target segment through the perfect media set? No, that works for the regular marketing. Luxury needs something more, or needs to shed them off for a greater purpose.
Luxury exists with designers. Luxury exists with the business. And Luxury exists with the original identity and the dream they realize. Brands must be the power center that gives out the unique perceived and different changing value to all, separately and respectively. Brands must not be the exclusive to the niche but have to be attractive and aspiring to all. Brands should not be just fulfilling the desires people have but be giving out more, imaginable and unimaginable, to sustain its value, and yet leading the mass, collaborating with the loyal fans and coexisting with the evolving world, the universe of the infinite possibilities and beyond.
Would the successful mature luxury brands only to vanish and be taken over? Even that perspective from the corporate business analysis viewpoint has to be repainted and renovated by the surviving brands themselves.