Longing and luxury are in the eyes of the beholder

Longing and luxury are in the eyes of the beholder

Marketers should remember that longing and luxury are in the eye of the beholder. The New FIAT 500 is a Case In Point. In many ways, what one finds compelling and also experiences as luxurious is relative to a person’s own history, cognitive and behavioral style, and aspirations. What drives a person to transform a … Read more

Luxury products or luxury experiences? Let me tell you a story…

Luxury products or luxury experiences? Let me tell you a story…

Recently there have been a number of newspaper and magazine articles about high-net-worth individuals seeking exclusive, exotic and thrill-seeking vacations. Luxury marketers should pay close attention to such reports because they imply two related and important facts about luxury in general: 1. Extraordinary experiences yield incredible stories (let alone, memories); and 2. Having incredible stories … Read more

Selling the seductiveness of luxury in-store

A person’s sense of time and its relation to one’s sensitivity to sensual experience are critical to their appreciation of luxury. This being the case, the major focus of luxury marketers should be the in-store experience. This is where luxury products and their presentation can best be admired. The implications are three-fold: 1. The store’s … Read more

Fatto a Mano:  The Seductiveness of Luxury

Fatto a Mano: The Seductiveness of Luxury

Dr. Bob Deutsch, founder of the brand consulting firm, Brain Sells, recalls how a chance encounter with a group of elderly Florentine craftsmen helped remind him of what really matters in luxury. Dr. Bob Deutsch, founder of the brand consulting firm, Brain Sells, recalls how a chance encounter with a group of elderly Florentine craftsmen … Read more

The Current Marketing Trinity: Frugality, Authenticity…and yes, LUXURY

The Current Marketing Trinity: Frugality, Authenticity…and yes, LUXURY

Dr. Bob Deutsch, founder of the brand consulting firm, Brain Sells, sheds some light on the deeper motivations behind consumer behaviour since the downturn struck. Fear and savings are up. Consumer confidence teeters. We turn on the TV and hear media talk of the shame of the luxury goods buyer, now hiding newly purchased hi-end … Read more