Tag: #advertisement

How To Creatively Communicate Your Brand Promise

People are drawn to the luxury industry for different motives. The traditional luxury ambassadors hold on to the ephemeral feelings driven by the narratives touching on superiority and pride. Then again, the experience hunters are seeking personal connections in the brand’s promise to unleash their dreams. Last but not least, the hip netizens who are fuelling the luxury space are powered by stories and the purpose of the brand. They have leaped over from “what I have” attitude to the sphere of “Being.”  More and more, the mindset is about  “who I truly am” & “what I stand for.”  They want to be rewarded by the legacy, the qualitative experience and most importantly the echo of self-identity.

With this mindset, the brand promise matters more than ever. From everyday luxury such as Starbucks to super premium brand SilverSea Cruise line or ultra high-end brands such as Graff, desires are stimulated by the strength, the reputation and the feelings tied up to the brand promise. Once developed and channeled into multimedia storytelling, the narrative must resonate with the personal branding of the luxury aficionados whether the futurists, rebels, individuality seekers or vanity driven groups. It should evoke an identity aligned with self-perception and aspiration of the customers.

Starbucks brand promise: “To inspire and nurture the human spirit – one person, one cup and one neighborhood at a time.”

SilverSea brand promise: Silversea’s small luxury ships are designed for those who delight in the thrill of discovery while indulging mind and body in the most lavish surroundings imaginable.

Graff brand promise: “The House of Graff stands for the finest, the rarest and only the very best stones.”

Recounting the brand promise is more than touching off swagger or reality-distortion but skillfully emulating personal achievements, memories, and traits. A compelling narrative taps into the subconscious reveals the not so perfect identities and connects with weird fantasies with no judgment. Interpretation of brand promise through unexpected whimsical campaigns to the unassuming rebellious image is all about keeping it “real.”

Here are some suggestions on how to bring your luxury brand promise to life and connect with the expressions of identities:

  • Observe many types of consumption to adapt the content. The how and where your audience garners and shares their personal information.
  • Feature desirable qualities even so with an honest portrayal of human behaviours and circumstances. Tiffany, the premier jeweller, designed the window displays of its 5th Avenue, in tribute to New York’s graffiti culture while adding a gutsy attitude insinuating that things can happen in real life.Screen Shot 2018-07-04 at 12.29.01 PM
  • Illustrate the concept of “who I am” and “what I stand for.” Luxury fitness brand Equinox voice not only a healthy luxury lifestyle but what gives meaning to life and what succinctly defines their customers.

Screen Shot 2018-07-04 at 12.17.55 PMScreen Shot 2018-07-04 at 12.17.05 PM

  • Create stories that forge emotional connections and exhibit meaningful outcomes. Rolex tell a story campaign” features excellence, history, perfection and keeps us engaged by relaying it’s ambassadors experiences and testimonials.  Oscar-winning director James Cameron in a press release about the brand’s Academy Awards sponsorship said “A Rolex is not only a beautiful watch and a masterpiece of engineering, it’s very tough. It’s a watch that you can take into any environment and which can stand up to the pressure. So, what you’re saying subliminally to the audience is: that character can take the pressure, too; he or she has what it takes.”
  • Define the characteristics of your brand and align them with your storytelling. The unapologetic authenticity in the brand’s narrative is appealing and strengthens bonding between the brand and it’s customers. Tom Ford’s Limited Edition F*cking Fabulous fragrance branding, is a perfect example of blunt authenticity of the brand and Tom Ford’s edgy spirit.

Leveraging narrative to construct and associate values to the self-concept of the consumers needs to meet the expectations, perceptions and most importantly it must be consistent with your brand promise.

Natalie Shau – Digital Art

Natalie Shau is a mix media artist and a photographer from Vilnius, Lithuania. Influenced by religious imagery, fairytales illustrations and eclectic art world, she taps into the myths, dreams and steers the play of thought to where there is no rational boundary. She explores the complexities of human emotions, by suggesting vulnerability and strength of her surreal and extraordinary creatures.  Natalie renders fantasy and reality themes provocatively and elegantly.  Besides her personal artistic projects, she rigorously creates artwork for musicians, theatre, fashion magazines, writers and advertisement campaigns.

Forest Baby by Natalie Shau
Forest Baby by Natalie Shau
Powder by Natalie Shau
Powder by Natalie Shau

To learn about her and her vision, I had the opportunity to ask her few questions:

What inner force inspires you to create? 

Inspiration is usually the beauty of nature and art (any kind, literature, painting, photography, cinema).

What about motivation, what is the outside force that compels you to create?

Motivation for me is when people like what I create and support my artwork.

Secret Emotions by Natalie Shau
Secret Emotions by Natalie Shau

Do you aspire to drive public awareness on current social or political issues when you are creating a work of art?

Some social issues sometimes, but political absolutely not. Everything nowadays is extremely polarized. And you are running a risk to get into a lot of trouble if you were to express your opinion, freely. I am certain many people prefer not to talk about what they really think nowadays. Specially when you are a public person. 

Mon Plaisir by Natalie Shau
Mon Plaisir by Natalie Shau

What is your dream project? 

I would be very interested in creating a movie & a crazy photography set based on some dark fairytale. 

Justine by Natalie Shau
Justine by Natalie Shau
Snowflake by Natalie Shau
Snowflake by Natalie Shau

And, do you have a particular designer / brand / production that you would like to be involved in their’s marketing campaign? 

Well maybe Gucci? That would be nice. 

Do you have creative patterns, routines or rituals?

Yes, I usually work at night. Daytime I just can’t concentrate.

What’s the best advice you ever had about how to be more creative?

Listen to your inner true self.

What does women empowerment mean to you?

Don’t be a victim and fight for your goals.

What are your tips about building a brand name as an artist?

Just a lot of work, people develop styles only by creating and working.

What do you do to conquer fear or self doubt:

In such circumstances, I always think that I have so much while many others don’t even have basic things. So I must not complain. 

What are you thoughts about the blockchain technology specially in support of digital art? 

Well, I have not yet looked deep at it, yet, however, I am very very happy that there will be more possibilities for artists.

Would you consider using blockchain technology platform to reach global art enthusiasts?

Absolutely!

What are the problems in the Art Market that you would like these platforms to solve?

Well the biggest problem nowadays for independent artists is of course how to fund themselves and have the possibility to acquire new materials for their art projects. 

What super power would you have liked to have ? and why?

Being able not to sleep. So I could create more and visit many places. 

Which movie would you have liked to be the leading actor?

La Reine Margot 

What is your life motto?

Stay true to yourself.

Fashion Photography "Snow Yak" by Natalie Shau
Fashion Photography “Snow Yak” by Natalie Shau
Fashion Photography "Kristina" by Natalie Shau
Fashion Photography “Kristina” by Natalie Shau
Cradle of Filth 1 - Music Art Works by Natalie Shau
Cradle of Filth 1 – Music Art Works by Natalie Shau

 

Natalie Shau has collaborated with many brands, please refer to her website: https://natalieshau.carbonmade.com/about