In personal and company branding for the
luxury real estate industry, humor can be a great emotional branding
tool. But, it has to fit your brand like a glove. It must fully
resonate with the personality of the luxury real estate marketing
professional or company who uses it.
Southwest Airlines has done a remarkable job of incorporating humor into their brand. On our last Southwest flight the flight attendant sang a obscure Christmas Carol to the passengers, off key mind you, and got a “seated ovation”'
You may have heard the expression, “Laughter is the best medicine”. Benefit,
the cosmetic company that took the market by storm and then was
acquired by the luxury brand conglomerate, LVMH (Louis Vuitton, Moet,
Hennesey),has a different twist: “Laughter is the best cosmetic!”
Other brands have attempted to imitate the “retro-humor” of Benefit
and have not succeeded. This quirky brand position, when executed
well, is truly inimitable. Another airline would have a tough time
imitating Southwest’s brand of fun.
Many people associate laughter and fun
with less formal brands and do not associate it with luxury. We have
always believed that a great belly laugh is one of the greatest luxuries
in life and unabashedly incorporated LOL (a text messaging shortcut
for “laugh out loud”) into our company’s sub-brand, The Language of Luxury.
If humor is an important part of who you
are as a luxury real estate marketing professional or company, by all
means, find a way to express that as part of your brand. You will be
surprised at how many people will resonate with it!
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