One fundamental aspect of all branding that still holds true is the consumer desire to be part of something. Yet rather than being part of some exclusive club, with entry obtained via purchasing one of these luxury products, they’re now more interested in being part of a community. There’s great appeal in joining a group united by a common bond (in this case a brand) to share similar ideals and aspirations.
Creating a strong brand ‘world’ is crucial to any effective brand strategy. Most of your marketing needs to be focused on establishing this world so that people want to join. The main way you do this is by aligning with your customers’ needs, wants and desires. This is big shift from previous models where you expected them to align with you.
Luxury Society Blog article here