Tag: #Branding

Interview with Robert Vanderhorst – Surrealist Painter

Robert Vanderhorst’s creativity propels us to squint and examine the original or the rational with intention. At that point, you discover the conflict, the unacceptable, the unpleasant or the hidden desire. The imagery gushes over, the psyche is liberated, and the visual stimulus unravels the nuances of our ideas and rules.  He is adept at bringing together various mental pictures into a fusion of tenacious conventions, compromised perceptions, and wavering imaginations. His capability to point out that impressions, symbols, and patterns have unrealized possibilities, rattles the viewer. Although he deliberately composes the uncertainties, the freedom of thought, choice and the inclination of progress orbit symbolically and eminently in his artwork.

This painting explores the concept of choice. The choices we’re presented, the ones we make, the ones we don’t and the ones that are made for us. Through these choices, we can either find our way or we can be ‘LOST. Two divers, who know each other from past adventures, find themselves in an unlikely environment swimming down an empty country road next to a farmer’s field. The scenery is bleak and grey with the only colour being a hint of silvery purple on the distant tree branches. The corn field next to the road had been long since been hacked down. Snow fills the furrows and the remaining bleached grasses at the roadside crackle as the wind shakes off thin shards of ice. A light snow is falling. One of the divers notices a series of repetitive rectangular shapes running along the tree line and begins heading across the field towards them. A set of doorways come into focus through the cold mist. The other diver stops, hovering above the dirt road. He’s confronted by a foreboding black carriage with two harnessed horses standing before him, motionless. The diver stares directly ahead and is transfixed by the stars in the universe that envelopes the darkness of the horse’s head. Where am I he wonders? What direction should I go?
Lost – By Robert Vanderhorst – This painting explores the concept of choice. The choices we’re presented, the ones we make, the ones we don’t and the ones that are made for us. Through these choices, we can either find our way or we can be ‘LOST. Two divers, who know each other from past adventures, find themselves in an unlikely environment swimming down an empty country road next to a farmer’s field. The scenery is bleak and grey with the only colour being a hint of silvery purple on the distant tree branches. The corn field next to the road had been long since been hacked down. Snow fills the furrows and the remaining bleached grasses at the roadside crackle as the wind shakes off thin shards of ice. A light snow is falling. One of the divers notices a series of repetitive rectangular shapes running along the tree line and begins heading across the field towards them. A set of doorways come into focus through the cold mist. The other diver stops, hovering above the dirt road. He’s confronted by a foreboding black carriage with two harnessed horses standing before him, motionless. The diver stares directly ahead and is transfixed by the stars in the universe that envelopes the darkness of the horse’s head. Where am I he wonders? What direction should I go?

 

Fate's Passage Robert Vanderhorst
Fate’s Passage Robert Vanderhorst – The scene takes place in the Jardin des Plantes in Paris. At the end of the light dappled gravel path is the Museum of Natural History. The ‘Museum’ is on this side of the doorway, not through it. The mother and her young son are going out through ’Fate’s Passage’. As she exits, she slowly becomes the space around her. The man standing at the doorway is the museum’s greeter. The astronaut has recently arrived, confused but intrigued. Near the exit, the shadow of a stooped Churchill leans heavily on his cane and the grey figure of an arrogant Napoleon standing on the balcony both suggest that they been guests of the museum for quite some time. This ‘Museum’ is a spectre of our future. Last thing I remember, I was Running for the door I had to find the passage back To the place I was before “Relax, ” said the night man, “We are programmed to receive. You can check-out any time you like, But you can never leave! ” Hotel California – The Eagles

Jupilings: Tell us about yourself and how you got into art-

RV: My talent comes through my father’s side of the family. He was an artist/graphic artist in Holland, and he continued that profession after coming to Canada post-WWII. Once I understood that art was my passion, my career path was set. Seeing Dali and Magritte’s work for the first time cemented my love for surrealism.

VIEW FROM THE GALLERY, Part One by Robert Vanderhorst
VIEW FROM THE GALLERY, Part One by Robert Vanderhorst

Jupilings: The fundamental principle in your creations-

RV: Exploration and mystery. Keep everyone thinking and guessing.

Jupilings: What is your perspective on life-

RV: Life is short. Be kind and generous, work hard and stay true to your passion, play when you can, travel and experience life as much as possible and keep your sense of humour intact.

The Immigrant Robert Vanderhorst
The Immigrant Robert Vanderhorst

Jupilings: What do you sell in your art-

RV: To think outside the box.

VIEW FROM THE GALLERY, Part Two by Robert Vanderhorst
VIEW FROM THE GALLERY, Part Two by Robert Vanderhorst

Jupilings: What motivates you to create, is it an emotional state, philosophy of life, politics or advocacy- 

RV: A desire to create realistic imagery that engages, asks questions and searches for answers where the answers ask more questions.

Jupilings: What is your favourite subject to illustrate-

RV: Time and space.

MICOMICON by Robert Vanderhorst
MICOMICON by Robert Vanderhorst

Jupilings: What does “confusion” mean to you? Also, what about “Normality”-

RV: I’m most fond of one of my image titles, ‘And You Thought You Were Normal.’ Says what I need to about confusion and what we perceive as normal.

Jupilings: What does women empowerment mean to you-

RV: Equality.

THE AMERICANIZATION OF GUSTAVE’S PARIS by Robert Vanderhorst
THE AMERICANIZATION OF GUSTAVE’S PARIS by Robert Vanderhorst

Jupilings: What are your tips about building a brand name as an artist-

RV: Develop a unique personal style and stay true to your art. Work your ass off, don’t compromise, network and promote using new and old technologies as much as possible.

Jupilings: What do you do to conquer fear or self-doubt-

RV: Ignore it. Believe in yourself and what you’re trying to accomplish and ignore anyone who tells you it can’t be done.

Magritte's Dark Angel By Robert Vanderhorst
Magritte’s Dark Angel By Robert Vanderhorst

Jupilings: The disruptive blockchain technology is addressing the problems of transparency and authenticity for artists; it will increase art sales, democratize art investment, and last but not least allow artists to be fairly paid.  What are your thoughts about the blockchain technology especially in support of art? Would you consider using the blockchain technology platform to reach global art enthusiasts? What are the problems in your industry do you want these platforms to solve?

RV: I am not versed in this platform and at this stage not particularly interested in another tech learning curve. Everyone should be paid fairly and on time, artists, in particular, considering they are often taken for granted and put at the bottom of the list. If this tech addresses the issues you’ve stated above effectively, then I’m all for it.

Jupilings: What superpower you would like to have ? and why- 

RV: I’m happy as is.

Jupilings: Which movie you would have liked to be the lead actor- 

RV: I was a Zombie in a George A. Romero film, and that was perfect for me. Don’t need to be a lead.

THE SENTINEL by Robert Vanderhorst
THE SENTINEL by Robert Vanderhorst

Jupilings: What is your life motto-

RV: Life is complicated. Keep your sense of humour and try not to be an ass.

In the Absence of Light Robert Vanderhorst
In the Absence of Light Robert Vanderhorst
COUNTERVAIL by Robert Vanderhorst
COUNTERVAIL by Robert Vanderhorst
THE YACHT CLUB by Robert Vanderhorst
THE YACHT CLUB by Robert Vanderhorst
ROBERT VANDERHORST
ROBERT VANDERHORST

 

Images: Lost & Fate Passage courtesy of Robert Vanderhorst, other images from Saatchi Art Gallery.

How To become More Resilient – Leadership Skills

Nobody has a soul unscathed. As famously Nietzsche has stated:

“What does not kill you makes you stronger.”

Actually, truth be told, it is not easy to be resilient in chaos or adversity; however, research has shown that it can be learned. Stretching our mental muscles and drawing on key questions raised by the great thinkers gives us a leg up to control our thoughts and surpass oneself through the spine-chilling maze of setbacks.

Mindfulness, martial arts, and behaviour change are recommended however lasting success depends on self-reflection. Growth is fueled by practical wisdom and reasoned decision-making. So how to start the introspection to develop resilience?

Training the brain with philosophical counseling session to think clearly at infliction points in our ventures or life is absolutely necessary. The same way we curb the impulse to run for the door in an emergency situation on board of a plane and responsibly follow the instruction to put the oxygen mask first and buckle up, the process of observing our mind and learning from different schools of thoughts will empower us to take charge and develop resilience. The guidance will shape our perceptions and expectations into awareness, and our behaviours will become more productive rather than reactionary. Ultimately, the self-examination and preparation lead to a disciplined mind which helps us to leap over the fatigue caused by the unprecedented events, discord or even malicious situations.

Change Your Perception

“Choose not to be harmed, and you won’t feel harmed. Don’t feel harmed and you haven’t been.”

The statement was written by Emperor Marcus Aurelius, the adherent of stoic philosophy highlights how perception plays an important role in your responses.  A terrifying event has the potential to be agonizing or not, for it all depends on your perception. Therefore, you have a choice to experience the unfavourable circumstances in dismay or learn the skills to build resilience.

As humans, we can exaggerate stressors, fret and run things over and over in our heads to the point that is uncontrollable. However if you can adopt a positive outlook and reframe disastrous to challenging, you will be able to deal with calamities, learn, grow and move on. A positive change in you perception is not to ignore and distort the reality but to ensure that you have control over your state of mind and emotional response.

Outline Your Expectations

Preparing your mind to question the underlying intentions of your expectations produce a valuable outcome in adversity. Since, the correlation between a challenge, an expectation, the course of action and the end result depend on your disposition. This means that unsettled and implicit intentions, an obscure plan of action or a goal will generate unrealistic expectations leading to resentment. However, the integration of philosophical notions to clarify your intentions influences your response and helps you confront the negative. Meditating on great philosophical ideas to become resilient and recover from adversity breeds self-control. This state of mind nurtures a rational, optimistic outlook to strategically analyze and gain attribution of productive motives from a third-party perspective.

The more aware of your intentions and your experiences you become, the more you will be able to connect the two, and the more you will be able to create the experiences of your life consciously. This is the development of mastery. It is the creation of authentic power.- Gary Zukav

Manage Your Behaviour

“Heroes are heroes because they are heroic in behaviour, not because they won or lost.” – Nassim Nicholas Taleb

It is just sometimes, the end results are unfair, unreasonably or wrongfully against you; however, the philosophical reflection will help you develop mental toughness. Ethically responding in the heat of battle sounds virtuous, yet, might not be practical as it is easier said than done! Although you have a choice to change your attitude or consciously assimilate a behaviour and internalize to deal with the problem. Effectively stated by Epictetus on Walking the Walk:

Don’t declare yourself a philosopher or talk about all your principles; walk the walk instead. 

At dinner, don’t discourse on the proper way to eat. Just eat.

Here’s how Socrates did it: When someone asked Socrates to introduce him to a particular famous philosopher, he did it without thinking “I’m better.”

When the ignorant discuss deep matters, bite your tongue. Don’t vomit what
you haven’t chewed.

When you are told you’re ignorant and you manage to be unruffled, you know your practice is working.

Stone Paris Fine Jewellery-Interview with Marie Poniatowski

French designers have long created the most stylistically elegant and innovative brands. This outstanding reputation has been originated by the 17th-century French monarch Louis XIV and his shrewd minister of finance, Jean-Baptiste Colbert. The Sun King had an eye for fashion and with the help of Colbert, as the latter famously indicated: “fashions were to France what the mines of Peru were to Spain;  Louis XIV established France as the leading luxury and chic fashion capital of the world.

The French way of luxury attire, accessories and living have evolved from the elaborate fashion of the 17th-century to cool and effortlessly elegant style. Defined by “I woke up like this” attitude, the French design allow the individual to shine with a hint of playfulness.  The Stone Paris fine jewellery has this quality ingrained in its DNA. Founded by Marie Poniatowski, a Parisian from a family of high nobility whose origins go back to the 15th century admiringly creates sensual and modern jewellery adorned with romanticism.

Marie Poniatowski - Stone Paris Jewellery
Marie Poniatowski – Stone Paris Jewellery

Her collection is for the brave who is not afraid of the stigma of being emotionally tender but the one that graciously asserts ” I am the beloved who choose to abide or break the rules. The wearer is attentive to detail, gentle in nature and connoisseur of the timeless elegance. As for the androgynous pieces of Stone Paris fine jewellery, a touch of royal rebellion that screams rocker-chic will transform your style delicately.

Romeo et Juliette montage chaine - Stone Paris Jewellery
Romeo et Juliette montage chaine – Stone Paris Jewellery

Interview with Marie Poniatowski:

Jupilings: How do you describe yourself-

MP: I’m an entrepreneur; I design fine jewellery for Stone Paris, the brand I founded 14 years ago. I live in Paris with my husband and daughter. I’m very straightforward, so I always tell it like it is! Moreover, while I create luxurious accessories, I’m very casual, and my favorite thing is to be with my family and friends in my country house outside of the city.

Décor boutique Stone Paris Jewellery
Décor boutique Stone Paris Jewellery

Jupilings: What set you on this path of designing jewellery- 

MP: I used to work in the movie industry, but when I had my daughter, I wanted to make a career change to have a more “conventional” schedule. Entirely by chance, after a trip to New York City, I realized there were no fine jewellery designers in France apart from Place Vendôme… So in 2004, I decided to create an accessible, yet precious jewellery line that a woman could afford to buy herself and wear every day.

Jupilings: What are the principles in lifestyle that you want to manifest in your brand 

MP: Be yourself and be comfortable in your skin. That’s why I try to design pieces for everyday wear, the thinnest and lightest possible, so you don’t even feel them.

Yasmine bagues - Stone Paris Jewellery
Yasmine bagues – Stone Paris Jewellery

Jupilings: What does elegant design mean to you

MP: I think elegance is very subjective, fortunately not everyone has the same taste! However, to me, it is about sobriety and subtlety. I will not be the most elegant wearing heels and a gown because I won’t be comfortable. I would feel more elegant with a white shirt and a pair of jeans. Maybe it’s because I’m French… Less is more!

Cry Me A River Collier Or rose et diamants - Stone Paris Jewellery
Cry Me A River Collier Or rose et diamants – Stone Paris Jewellery

Jupilings: What does luxury mean to you

MP: In my opinion, Luxury has nothing to do with materialistic things. It’s being able to do something I love for a living, enjoying going to the office every day, working with an amazing team, it’s priceless…

Stone Paris Jewellery
Blood Diamonds – Stone Paris Jewellery

Jupilings: What is the favourite aspect of your business

MP: My favorite part is the design, especially after sending out the drawings when we receive the first sample and I get to see my creation take shape. Sometimes it surpasses my expectations; sometimes it’s disappointing, so I have to rethink the whole thing, anyway it’s always exhilarating.

Stone Paris Jewellery
Stone Paris Jewellery

Jupilings: What is the hardest part of your business

MP: The hardest is probably the administrative part, just because I don’t really like numbers and paperwork, so I have to be twice as serious about it.

Jupilings: What kind of creative patterns, routines or rituals do you have

MP: My only ritual is to gather the whole team for a big brainstorm before starting a new collection. I like having their feedback on the previous one, and their feeling of what customers want, or what they think the brand is lacking. I work very closely with my team, and I like taking the time to discuss it with them, it’s good to make some distance to look at the big picture.

Stone Paris Jewellery
Stone Paris Jewellery

Jupilings: Best piece of advice you’ve been given

MP: It’s not really advice, but how my parents taught me to be humble, respectful and hard-working, that’s what I try to pass on to my daughter.

Jupilings: What’s one branding lesson you’ve learned in your career and ventures

MP: Social media… It’s vital for a brand now, but it’s challenging for me because as a designer brand, people are interested in me and my life while I am not particularly eager to put myself forward. I try to get better at it, and I’m lucky to have great people helping me with that.

Jupilings: How do you deal with setbacks

MP: I used to be very stressed out and spend sleepless nights when there was a problem. Now I have grown, I deal with setbacks more peacefully. It’s better to avoid panic, stay calm and positive to find the best solution for the business.

Jupilings: Who inspires you and why

MP: I’m very inspired by women like Simone Veil who fight for women’s rights. I am so thankful for women like her who are willing to be pioneers and set an example for generations to come.

Jupilings: What does it mean to be a woman today

MP: Women have to multi-task today; we have to be wives, mothers, business women all at the same time. I think it can be challenging to juggle with everything, more than it is for men. Today I feel we are more aware of that and how important it is to support each other as women.

Bague Tess - Stone Paris Jewellery
Bague Tess – Stone Paris Jewellery

Jupilings: Which movie you would have liked to be the leading actor

MP: Karen Blixen in Out of Africa. It’s one of my favorite movies, and I have so much admiration for her. Living such an adventurous life in such freedom is amazing to me.

Jupilings: What is your life motto

MP: Living in the moment, not being too nostalgic about the past, and not worrying too much about the future.

The woman behind Spallanzani Jewels – Interview with Gaia Spallanzani

GAIA

Dazzling, radiant, appreciated, loved or inspired are among the many attributes & feelings that we all experience whether through our intimate relations to another or our relationship with ourselves. Over the course of centuries,  people tried to appease Gods with gifts, a gesture of gratitude and honour or exchanged them when they met another tribe to build trust. Increasingly, many other celebrations expanded the gift-giving culture. However, at its core, the symbolic act is to honour someone or oneself for personality traits and achievements.

ONLY YOU - LOVE ring Spallanzani Jewels
ONLY YOU – LOVE ring Spallanzani Jewels

Gracefully, communicating the message of recognition based on deep affections and best wishes is not always easy.  Still, explaining oneself with a single word that says it all, is pleasantly indulging.

Only you Bracelet - Spallanzani Jewels
Only you Bracelet – Spallanzani Jewels

The House of Spallanzani Jewels, founded in 1880, is the embodiment of that stylish and elegance admiration. A Milanese jewelry house with 130 years of savoir-faire and a portfolio of iconic designs, Spallanzani has successfully moved through modern times. Only You, the signature design of the house was inspired by Guido Spallanzani’s, (son of the founder) gift to his wife Rosabianca, a coded bracelet with the message – TSTQCA (Tu sei tutto quello che amo / you are all that I love). 

Stella Bracelet Spallanzani Jewels
Stella Bracelet Spallanzani Jewels

Today, Gaia Spallanzani, at the helm of the family business, has taken the jewellery house to new heights. Inspired by the glamour deeply rooted in a desire to influence the power of belief, she captures the “Oomph” in the collections. With her vision and the craftsmanship of Italian finest artisans, the Spallanzani’s jewelry makes an exceptional gift.

Interview

Jupilings: How do you describe yourself-

GS: I am a positive person, very superstitious but also very determined. My brain never stops, and I am always looking for new ideas and inspirations. I can also define myself as a very active woman because I balance my work life and my family life… (I have three kids)

Forever Spallanzani Jewels
Forever Spallanzani Jewels

Jupilings: What are the principles in lifestyle that you want to manifest in Spallanzani brand-

GS: At Spallanzani, we represent quality, originality of the design, the pride from being made in Italy and also the history of our brand. It’s in our DNA. We are jewellers for 5 generations; we designed our most signature pieces from scratch. We were the innovators of the style (letter bracelets) that became popular in the fine jewelry in the 80’s.

AMOUR Spallanzani Jewels
AMOUR Spallanzani Jewels

Jupilings: What does elegant design mean to you-

GS: An elegant design to me means something that gives you an ‘allure’ but is timeless at the same time.

Stella hoop earring Spallanzani Jewels
Stella hoop earring Spallanzani Jewels

Jupilings: What does luxury mean to you-

GS: Luxury is something that is not for everybody. It is for a niche of clients.

Jupilings: What is the favourite aspect of your business-

GS: Creativity is what I love in my business and originality. We need shoes to walk, we need clothes to go out in, but we don’t need jewelry. Jewelry is a plus that makes you look beautiful, powerful, elegant, bold; it is like a cherry on top of the sundae. It is the “touche d’eclat” that makes you different and unique. I love that part of my business.

Jupilings: What is the hardest part of your business

GS: The hardest part of my business is sometimes what our client see the products but overlook the effort that has been employed through the process of making jewelry, especially in Italy. Nowadays, people see a product and buy a bag or a pair of shoes because of the price and the look, and they don’t care anymore about the quality. The clients want to work on consignment, and this kills the market. Gold has a price and so does good quality diamonds.

Only You - Sigillo ring B Spallanzani Jewels
Only You – Sigillo ring B Spallanzani Jewels

Jupilings: What kind of creative patterns, routines or rituals do you have-

GS: I don’t have any routines. I can wake up in the middle of the night and send info of an idea I had while sleeping to my team and when I go into work the next morning (if I don’t do it I will forget it), we brainstorm to create one of a kind pieces. I also decide on a theme, we research for all the info, symbols, icons linked to that idea. Alternatively, I also look at our old designs, and from one single piece, I imagine a full collection.

Stella Bracelet with pearls Spallanzani Jewels
Stella Bracelet with pearls Spallanzani Jewels

Jupilings: Best piece of advice you’ve been given-

GS: The best piece of advice I have been given is for sure: “you are a good seller only when you will be able to sell your pieces”. It is difficult to sell your pieces, your designs as there is always this limit when you don’t know if people will like it or not and worst if the will tell you or not, so I consider it very difficult, but this is something I am working on it.

Jupilings: What’s one branding lesson you’ve learned in your career and ventures-

GS: For our branding, we pride ourselves on our individuality that brings our clients one of a kind, luxurious pieces. As I’ve been handed down this company through my family, I want to represent Spallanzani as not just another jewelry company. To me, Spallanzani is like no other Jewellery House, and we show this pride through our products by using only the best stones, gold and designs.

stella starlight bracelet pink sapphires Spallanzani Jewels
Stella starlight bracelet pink sapphires Spallanzani Jewels

Jupilings: How do you deal with setbacks-

GS: A moto that inspires me is ”When there is a problem there is a solution,” so I do all my superstitious routines and then I try to figure out a solution.

Stella chain earring full diamonds Spallanzani Jewels
Stella chain earring full diamonds Spallanzani Jewels

Jupilings: Who inspires you and why-

GS: Who inspires me? I keep thinking of my mother and grandmother. Beautiful, elegant, classy, active and such a determined women, but also very funny.

Jupilings: What does it mean to be a woman today-

GS: A woman in today world does everything. She works, she manages the family, the kids, the house, she organizes the holidays and also the day to day. For me, women are SUPERWOMAN today. I am impressed every day by all a woman can truly handle.

Jupilings: Which movie you would have liked to be the leading actor-

GS: I would have loved to be the leading actor of so many movies….above all the movies from the 50’s and 60’s. Sabrina, Breakfast at Tiffany’s, Vacanze Romane...I love Audrey Hepburn she was so classy, natural elegance… so I think I would have loved to be her in one of her movies, but another movie I keep remembering is Sliding Doors with ‘Gwyneth Paltrow.’ This movie explains very well what I firmly think as another motto of mine: “That what has to happen at the end will happen.”

Jupilings: What is your life motto-

GS:  I do have many mottos, one of my favorites would be: “where there is a problem there is a solution and make it happen.”

Only you "I woke up like this" necklace - Spallanzani Jewels Only you "I woke up like this" necklace - Spallanzani Jewels
Only you “I woke up like this” necklace – Spallanzani Jewels

How To Define Your Personal Brand?

Personal branding is important, and it is our responsibility to take charge of our image.  We define how we present ourselves to others, express our ideas or cultivate our abilities and strengths. On this account, we should be aware and mindful of our development and illustration of our brand to fend off from misconceptions and to prevent others to shape our identity.

"Amon Din" - Thomas Easton
“Amon Din” – Thomas Easton

Many of us are taught to do our best and then let the world decide how to judge us. I think it’s better to do your best and decide how you want to be judged. And act that way.

Seth Godin

Certainly, we must look at other grounds that are not only influential to our personal and professional development but urge us to establish a personal brand. Let’s examine them:

  • The unpredictability of economy –  due to political and socio-cultural disparities or the unknown in human behaviour and nature
  • Globalization – accessibility to scores of skilled talents, opportunities, and competitions
  • Increase in number of solopreneurs, freelancers  and the ability to work as part of a team in short-term projects
  • Social networking sites are more than casual sharing, they have become a ubiquitous influence in our interactions

So how to stand out?

Be mindful of your intentions. Names, style, voice, manner, skills, and expertise are part of self-packaging, but the building blocs of a personal brand are based on conscious recognition of the objectives. Nevertheless, producing values and having a positive impact on others are the fundamental motives that must be acknowledged in the process of introspection.  

Dark Night
Dark Night

Try not to become a man of success, but rather try to become a man of value.

Albert Einstein

To recognize your intentions and build the pillars of your branding consider the following five steps:

  • Decide on your destination – What are you excited about? Where you want to be? What do you want to achieve?
  • Leverage your distinctive capabilities – What people remember you for? How can you solve problems? What are the benefits of your proposition or personal trait?
  • Develop your story – your experiences, your memories, your assets are part of your narrative. If you are unsure of how to put your story together, think about a role model and try to convey why you admire this person.
  • Introduce yourself – make known your brand statement. In a couple of sentences state your unique values and why they matter.
  • Be true to your statement – Establish your expertise by sharing your knowledge whether face to face or through well planned social media presence.

Remember embracing your notable traits and expertise is “to be the real thing”and not to fit a mould. Conformity leads to disappointment and fake behaviours however authentic representation of oneself is attention-worthy and helps one to rise above the noise.

 

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.

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  • 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.