Tag: #luxurylifestyle

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.

Modern Luxury – Trends in Branding

The new modern luxury roars freedom, flexibility, and eccentricity.  The collaboration of stylish streetwear with luxury brands, genderless approach, quirky brand images and the flair of uniqueness rattles the traditions.  As our planet moves towards positive partnerships and collaborative sentiments to create flourishing communities, the luxury style is powered by acceptance, inclusion, affiliation, and sustainability.

Gucci - The new men’s Tailoring campaign features Dapper Dan, the Harlem couturier renowned for the custom designs he created for celebrities, athletes and hip-hop artists in the 80s and early 90s.
Gucci – The new men’s Tailoring campaign features Dapper Dan, the Harlem couturier renowned for the custom designs he created for celebrities, athletes and hip-hop artists in the 80s and early 90s.

Undeniably the luxury lifestyle is being emblazoned by street art & fashion, sportswear brands, social and political uncertainties, technology and personal sentiments.  The acceptance of this cultural shift, influenced by emerging designers that have been brought up by the influence of Hip Hop and Rap culture and conspicuously merge authenticity with creativity is apparent throughout luxury brands. At the same time, the majority of growth in this particular market is driven by the change in wealth distribution and the shift in consumption of luxury goods by affluent millennials.  As for the luxury industry, it’s attempt to be relevant and represent this mindset demands adventurous creativity and savvy business approach.

F is for... Campaign:  Six super street legends, got together and wrote the word FUTURE in six different languages inside a giant yellow ring. To spread a mega positive vibe across Rome and beyond, breaking all barriers for a fearless future for all the freaks around! Image by Frendi
F is for… Campaign: Six super street legends, got together and wrote the word FUTURE in six different languages inside a giant yellow ring. To spread a mega positive vibe across Rome and beyond, breaking all barriers for a fearless future for all the freaks around! Image by Frendi

The zeitgeist of our times values unexpected collaborations and distance itself from flying solo. This particular trend has been successful to motivate the affluent millennials.  To engage and consume the intangible image created by luxury life and style is about seduction to the extent that the sense of belonging and acceptance in this particular community is not an option but essential. This idea might appear two-dimensional; however, the underpinning notion of blurring the hierarchy lines between different brands in its way is the language of progress and social inclusion. Distancing from the old styles and introducing fresh attitudes bring brand awareness to a diverse audience.

In 2017, Louis Vuitton’s collaboration with Supreme is undeniably an endorsement of inclusion. Supreme has all the elements of a valuable affiliation due to it’s young demographic, genderless designs and limited editions.  Consumers from different realms of taste, behaviours and dress codes where brought together by their shared interest in fashion honouring their differences.  Together the two brands created a tribal affiliation and an exclusivity hype resulting in a sold-out experience.

Supreme X Louis Vuitton Fall/Winter 2017
Supreme X Louis Vuitton Fall/Winter 2017

Another good example is the collaboration between the luxury fashion house Gucci and Spanish artist Ignasi Monreal. For the past few years, Gucci has appealed and secured an affiliation to millennials thanks to their design evolution and remarkable online presence. Their narrative illustrates mythical and surreal universes and underlines quality and uniqueness of their brand.  The combination is Super Cool!

Screen Shot 2018-05-14 at 2.43.26 PMScreen Shot 2018-05-14 at 2.42.13 PMScreen Shot 2018-05-14 at 2.43.48 PM

Having social-conscious values and adopting responsible environmental practices add the desirability quality to the luxury brands. They need to take a principled stand to gain favour among the millennials, the growing segment of the premium consumer market. Cultural diversity, labor practices, philanthropy or environmentally conscious lifestyles foster respect among the customers.

For instance, delving into luxury hotels, the ultra-exclusive Nekupe Sporting Resort & Retreat, built by the American Nicaragua Fund, is an innovative way that offers high-end luxury experience. The ANF, founded by Alfredo and Theresa Pellas, a wealthy family that believes in creating opportunities, self-sufficiency, and dignity for the poorest sectors of the population through the partnership model. They have reforested their 1,300 acres by planting more than 14,000 trees, hoping to restore natural habitat, increase local employment and their income. The ANF has contributed to well being of villages by building homes, creating access to health care, education and water management solutions. An Eco-Friendly resort that offers luxury experience with a clear conscious.

 

Nekupe Resort
Nekupe Resort

 

Screen Shot 2018-05-14 at 1.21.30 PMScreen Shot 2018-05-14 at 1.22.47 PM

 

Last but not least, enabling consumers to live a lifestyle true to themselves and being responsible towards community are the pillars of a brand’s authenticity.  Successful representation of the authentic perception of your core values to technology savvy consumers involves meaningful digital narratives as well as offering instant gratification through mobile and e-commerce.

 

How to Create Your Ideal Lifestyle

Believe in your heart that you’re meant to live a life full of passion, purpose, magic and miracles.”

Living your ideal lifestyle involves how you feed your personality traits and tendencies. Are you nurturing your positive disposition in life or shifting towards negativity? What are your world-views or how do you perceive your self-image? Prior to answering these questions, we must understand that there is a clear distinction between our responses to certain situation which will dictate our moods or emotions and our dispositional affect. Which translates into personality traits. Bear in mind that the intensity of our emotions is directly related to our mentality.

Ulysse Nardine
Ulysse Nardine

Individuals who have tendencies towards positive attitudes are innovative and creative. They will make better decisions in dealing with important situations or negotiate in a cooperative state of mind. Having an optimistic view is not to be mindless of dangers or uncertainties but to plan efficiently and be willing to be flexible in one’s activities.

Bathke Bespoke
Bathke Bespoke

There is no influence like the influence of habit

The energy you inject into your mental focus steer your direction in life. To increase the likelihood of achieving your goals, you need to squash the unproductive thoughts and habits. By practicing awareness you can catch the negativity monster and toss it out of your mind. Figuratively speaking create an image of the unwanted thought as the most despicable entity and breathe it out of your system. Or as once a spiritual Master in a Buddhist Temple advised, close your eyes, imagine a divine or a peaceful source that generates red light unto you. Inhale the light through your nose deep into your being and exhale the black smoke out of your mouth. Repeat nine times and then change the colour of the red light to an angelic hue while you continue your breathing exercise.

NEW CONTINENTAL GT - Bentley Motors
NEW CONTINENTAL GT – Bentley Motors

Replacing habits that impede your progress towards your desired lifestyle can be replaced by vibrant and useful traits. Reminding yourself about the purpose of your endeavour, breaking down the general statement of change in patterns of behaviour to specific and practical actions or conducts, strengthens your efforts to reach your goals.

Italian artist Millo Mural Painting
Italian artist Millo Mural Painting

The Universe is change, our life is what our thoughts make it. Marcus Aurelius

Ultimate Boardroom in the Sky - Boeing (AV Planners)
Ultimate Boardroom in the Sky – Boeing (AV Planners)

An architect has a vision and a goal. He investigates, sketches, designs, includes details, develops, considers support team and tools, administers and observes the process to completion. Just like an architect, our abstract or concrete hopes and lifestyle are attainable if we consciously attract what we want and positively take part in polishing our behaviours to shine.

Ultimately,  progress and self-development is never-ending and that is why life is worth living in Style!

IMG_5494