avatar_48x48
Contact BSI
Derrick Daye
888.706.5489 Email us
Luxury Branding

The Anti-laws Of Luxury Marketing #21

by

Luxury Brand Strategy Angel

#21 Do not look for consensus.

Testing implies looking for consensus: any option could be chosen as long as 
it is elected by the majority of common consumers. In fact, intimacy with luxury 
decision makers teaches us that big success as a rule creates a lot of 
discussion within the company itself. This can be held as a working principle 
of luxury brand management. The key questions are: How to lead? Are consensual 
decisions the sign that it will be a lasting success or a temporary fad? 
Interestingly, in the perfume business – which is dominated by mass strategies – 
the most successful fragrance launch of the past 20 years, Angel, was chosen 
despite poor test results. Its success was driven by a minority of respondents 
that rallied around the product’s new and completely original scent. Religions start the same way: they succeed in creating a sect 
of militants and advocates.

Contributed to Branding Strategy Insider by: JN Kapferer, excerpted from his book, The Luxury Strategy with permission from Kogan Page publishing.

See all of the Anti-laws of Luxury Marketing here.

The Blake Project Can Help: Accelerate Brand Growth Through Powerful Emotional Connections

Branding Strategy Insider is a service of The Blake Project: A strategic brand consultancy specializing in Brand Research, Brand Strategy, Brand Licensing and Brand Education

FREE Publications And Resources For Marketers

Recommend this story

Subscribe, Follow and Stay Connected to BSI

Submit

Leave a Reply

Submit your comment