This time, however, I don't have a lot to say. The reason being, is that our class stopped after an hour and half.
The first part of the class, we had to give presentations about a brand that we had to come up with. We just had to do some 'brand empathy', giving a character, an identity, a DNA (which I talked about before) to the brand. We had the possibility of doing:
1: Creating a new champagne, focussed on rich youngsters
2: A boutique range of hotels for wealthy singles (age 25-40)
3: A private jet service for celebrities and sports personalities
Our group consisted of myself and Costantijn, so 'the guys' went for the champagne.
The champagne we created was called Hedone. Constantijn made a bottle on his computer using photoshop but I haven't got it on mine, so when I get it from him (IF I get it from him) I will post it on this blog.
The emotions for our champagne were images that our used for HEDKANDI, but we figured out that these images fitted the brand excellent.
A good sentence to go with our brand would be:
'Enjoy yourself, others will too'
This is sort of in the line with what we do for our project for mr. Paget. So we have an idea on what our target audience wants.
The other groups came up with other ideas:
The packing would be of high luxury and the face for the brand would be the Olson twins. This group felt like they would fit their brand perfectly.
Wonder what they would call it though...?
Prestigious, classy, comfort, deluxe, stylish...
Everything a private jet needs, and more!
The Jet Setter Company, with a logo in black and silver, fitting in speed and motion into the logo.
Wish they could give me a percentage on one though...!
However, the V made sense in their explication. This hotel would be very exclusive and would be located in Soho. The name 'V' comes from the exclusive partnership with Vertu, offering the same concierge-service.
The focus in the hotel would be on the design, because Philippe Starck would design every room himself.
The last group did a hotel as well. They made a powerpoint so I don't have any visuals on their project but I will describe it.
They created a hotel, called Rendez-Vous. This hotel would have the typical French Baroque style. Pillows, chandeliers, red everywhere, cosy, intimate,... everything you can imagine. Just a shame I haven't got the visual to show you.
These small projects were actually also the introduction to the (short) lecture. The lecture was about creating Multi-faceted multi sensory luxury brands. This technique exists of visualizing the brand DNA and personality.
For example: What color would the brand be, what car would it drive, which person should it be?
We already did this in our first semester with mr. Paget. Here is the brand matrix (and an example of visualizing) of a luxury brand. The brand itself was called Black Diamond Vodka.
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| We did have some experience in visualizing a brand. |
The lecture ended with some advise every luxury brand manager should consider!
The laws of marketing do not apply on luxury brands! There are many differences.
- Luxury brands sell on emotions. Without a story or telling people something, it will fail.
- - Brands live in our dream. A lot of these brands we aspire to, until eventually one day, we can buy them
- - Own/desired identity: Luxury brands has to fit our own (or wanted)identity and has to match our own values
- - Uniqueness: If a brand cannot offer something else than the competitors, you are just one in a dozen.
- - Illogical customer loyalty: Some brands see the loyalty go up, if their prices go up. A luxury customer is not the same a 'normal' customer.
Later
Vic
L
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