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Michael Solomon, Author at Branding Strategy Insider

Leveraging Consumer Identity For Brand Advantage

We buy a huge range of products because of a drive to enhance the extended self. Athletic wear merchandisers get this, but companies in other verticals may not. Brands that link the consumer to key elements of the self, whether these are schools, favorite musical artists, old neighborhoods, or coveted identities like “successful executive” or “glam girl” have a competitive advantage over others that don’t connect to the extended self-concept.

Targeting The Luxury Consumer

A luxury brand is a complex platform that conveys messages about quality, lineage, status, and taste. It often encompasses a set of visual icons, such as a distinctive logo, monograms, patterns and images. A good example is Bottega Veneta, whose leather goods display no visible symbols or logo, but are instead recognized by the weaved leather pattern of their products.

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Branding Strategy Insider is published by The Blake Project, an independently owned, strategic brand consultancy with extensive experience helping businesses and brands gain an emotional advantage, a distinctive advantage and a connective advantage.

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