Sometimes, luxury brands can be in danger of isolating themselves from the real world. This isn’t always a bad thing – it’s the very fact that they are not everyday and ubiquitous that helps give them their distinction and demand.
But that doesn’t mean they can’t capitalise on opportunities to reach a wider audience where and when is appropriate. First and foremost, it has great customer acquisition potential. But also – when done well – can support their brand promise, creating distinct points of difference to both further their particular industry and stand out from competitors.
One of the best ways of doing this is to carefully align with an existing event. Now this isn’t just a case of slapping on a logo or releasing a YouTube video with a great soundtrack. Brands can often be guilty of thinking that these (often mundane) efforts reap far more than they sow. And it can be a particular pitfall for luxury brands, because nothing cheapens their hard-earned brand value, like looking and sounding the same as the everyday brands they work hard to be superior to. So any marketing activity should be carefully considered to adhere to the two golden rules:
1. Make sure the brand’s involvement relates to its own brand promise and
2. Add tangible value to the event.