This is a new article series about a
subject that is essential to understand if you want to thrive as a
luxury real estate marketing professional: Provenance. The term provenance comes from the French provenir, "to come from", referring to the chronology of the ownership, custody or location of a historical object.
Provenance can play a key role in luxury
real estate personal and company branding. It also pertains to
historic homes, art, antiques, manuscripts, vintage cars, boats, planes,
and more. Gaining a deeper appreciation of this topic, which is
important to many of your high net worth clients can give you a distinct
competitive advantage.
In Part 1, here, we lay the foundation
for the topic of provenance in relationship to the location of origin.
In Part 2, we will explore how location of original can be used to your
advantage in branding yourself or your luxury real estate marketing
firm.
It’s March, Trader Joe"s is featuring
this green Gouda (pictured above), as the “cheese of the month” or their
"Spotlight Cheese". If it were any other time of the year, most likely,
customers would not consider buying a green cheese. But, this one,
made with basil pesto, was a novelty.
On the package it says, “Product of the
Netherlands", which gave it an immediate provenance, a context of added
value. Gouda (actually pronounced ‘how-da”) is one of the most popular
cheeses in the world. The name Gouda refers to a number of cheeses
produced according to the traditional Dutch method including the
original Dutch variety.
This added value of provenance based on
location can become a highly successful branding strategy. Watch for
Part 2 where we will discuss this significant aspect of luxury real
estate marketing.
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