The Language of Luxury: Lixury real estate marketing

Wednesday, November 30, 2011

Personal & Company Branding: Co-Branding, Italian Style with Sparkle

Co-branding is a marketing arrangement between one or more brands. The idea is to act in cooperation in a way that combines the strength of the brands. It is also a way to differentiate products and services in a highly competitive marketplace. It is an excellent strategy that is underutilized by luxury real estate marketing professionals.

At lunch we ordered one of our favorite sparkling waters, San Pellegrino from Italy. As we were waiting for our order, we noticed that the bottle had a new label and featured Bulgari one of Italy’s premier jewelers. The label as seen above has a photo of a beautiful Bulgari necklace and the caption reads “Pellegrino Sparkles with Bulgari.”

This special edition bottle was conceived by both companies to promote the Italian style internationally, and according to Stefano Agostini, the CEO of San Pellegrino, “Our brand is an international symbol of the Italian art of living and partnering with Bulgari adds power to our efforts to export the finest side of Italy.”

This is the second limited edition series that S.Pellegrino has launched to celebrate Italian Style. The first was with famous Italian clothing designer Missoni, who created four different versions of their signature patchwork chevron design combined with the San Pellegrino brand.

For both firms this is a win-win situation. They came together to promote the Italian lifestyle, and their great luxury brands that have become international Italian icons. This co-branding endeavor promotes their commitment to their country, and also leverages their marketing dollars, which can potentially increase their overall market share.

How can you co brand with luxury services and products and do the same for your luxury marketplace?

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Thursday, October 27, 2011

The Three Luxury Real Estate Marketing Tips for Personal Branding: Define. Align. Refine! Part #1

Self-Definition

This is Part #1 of a new blog series on The Three Luxury Real Estate Marketing Keys for Personal Branding: Define. Align. Refine!

For luxury real estate marketing professionals the process of self-definition is the starting point for creating a personal brand. In subsequent posts in this series we will cover how self definition and personal alignment lead to being centered and focused which is the prerequisite for refining your competitive advantage. In order to begin creating a successful marketing strategy that effortlessly attracts your target audience, take some time to complete these self-defining exercises:

1. Define your core values and your beliefs. This is the time to be honest with you. These are not the values or beliefs you think you should have because somebody will like you better for it. You will no doubt come up with many of these; however, it is important to identify the most important ones to you. Some values and beliefs are more cherished than others. What do you stand for?

2. Define your authentic personality and your passions. This is not what others think your personality is. It is not what you think you should be or have to fix. What makes your heart sing? How can you use that passion to create an avenue to better relate to others?

3. Define your unique talents and abilities. Everyone one of us has a unique blend of talents. It is your DNA. What can you do better than anyone else in your marketplace?

This is not a process to rush through. Take your time, deliberate. Check out each answer by questioning it thoroughly. You will know the process is done when you can articulate your answers to all of the questions above in one clear paragraph that says it all.

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