Luxury real estate personal and company
branding is an art. But, it is also a science, as it requires a
considerable amount of research and objective analysis to get it right.
What is at stake when you nail a luxury brand? A healthy share, if not
the lion’s share of the business as you achieve top-of-mind status in
your marketplace or a niche therein. That is the benefit of studying
up-and-coming luxury brands.
On a recent trip to Rome, Italy we
studied many of the Italian up-and-coming brands as well as some of the
global brands that also have store fronts on the same famous shopping
streets. Some of these brands are well known, but not as famous as the
majors like Ferragamo, Gucci, Pucci and Valentino.
So much creative energy goes into
creating a great brand identity, the logo, the packaging and the store
design, etc. But, does that symbol summarize the essence of how the
brand stands apart from its competition that is right next door? Does
it tell the entire brand story that engages you as a luxury consumer to
want to “join” the brand and become its brand ambassador? Does it tell
you what the brand stands for so you can readily identify with it? Does
it quickly communicate its brand values so you know if you are a match
to them or not?
These are some of the questions that you
need to ask yourself about your own brand as a luxury real estate
marketing professional or company. That is, if you are truly interested
in gaining or sustaining market leadership.
Join us for a quick trip along two of
Rome’s famous shopping streets, Via dei Condotti and Via del Babuino.
See if you recognize some of the up-and-coming luxury brands. [Click Here to Watch the Video If it Does Not Appear Below]
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