Diving into the bizarre and secret world of luxury brand marketing

In my career, I have served as marketing advisor and consultant to a wide variety of industries … automotive, pharmaceutical, hospitality, sports, and consumer products to name a few. I find that in general the foundations of marketing research and insight a scalable across almost any challenge I’ve faced. But there is one segment I’ve avoided, and always will — luxury brand marketing.

The dynamics, language, and culture of luxury brand marketing is so far beyond my life, perhaps my understanding, that I don’t think I could be effective in that world.

Which is why the new episode of The Marketing Companion is so intensely and utterly fascinating! In fact, I think this is one of the most amazing discussions we have ever had on the show.

My co-host Amanda Russell is an advisor to the CEOs of some of the most exclusive luxury brands in the world, including Bottega Veneta, Lamborghini, Gucci, and many others.

This discussion will make your head spin. Topics include:

• What drives somebody to re-finance their home to buy a handbag or luxury watch?
• How the digital transformation may actually jeopardize the allure of a luxury brand marketing
• Why 50 percent of the luxury brand marketing today may not exist by 2030
• Why China drives much of the luxury brand marketing trends
• How the future of luxury brand marketing may depend on building community
• The essential role of word-of-mouth marketing
• Why the most exclusive brand in the world doesn’t care about their brand because they think their customer is the true brand. In fact, during the pandemic, they stopped all marketing because they didn’t need it.

I guarantee this conversation about luxury brand marketing will twist your mind in crazy new directions. And some actionable ideas apply to any marketing strategy in a competitive world.

Let’s go!

Click here to listen to Episode 272

Resources mentioned in this show:

The Tipping Point by Malcolm Gladwell

Belonging to the Brand  by Mark Schaefer

Mark Schaefer is the executive director of Schaefer Marketing Solutions. He is the author of some of the world’s bestselling marketing books and is an acclaimed keynote speaker, college educator, and business consultant. The Marketing Companion podcast is among the top business podcasts in the world. Contact Mark to have him speak at your company event or conference soon.

Follow Mark on Twitter, LinkedIn, YouTube, and Instagram.

Illustration courtesy MidJourney

 

Comments