Luxury Unfiltered is a weekly column by Daniel Langer, an expert in luxury branding, hospitality and activations who was named a “Global Top 5 Luxury Key Opinion Leader” by Netbase Quid.
Daniel Langer , founder and CEO of consulting firm Équité, shares brand storytelling best practices with luxury professionals in Venice, ItalyThe reactions of the audience were more than encouraging, and the consensus was that creating a compelling brand narrative is hard. The CEO of a luxury brand, who was present at the event, shared that he tried to create a distinct brand story for more than two years and failed.
Most luxury brands tend to focus their story on their ecosystem, highlighting what they do rather than how they make their clients feel. Here are a few reasons why most fail at effective storytelling. Our research suggests these shortcomings are at play when it comes to more than 90 percent of luxury brands.First, the dream offered lacks specificity: most brands use vague language or overuse the word “quality” without specifying how quality stands out.
Hence, brand stories should be approached with the client's perspective in mind, defining the brand's role in the client's life.
Featured Industry Sectors Marketing Opinion Daniel Langer Équité Luxury Luxury Advertising Luxury Brand Marketing Luxury Daily Luxury Marketing Luxury News Luxury Retail Luxury Unfiltered Marketing
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