Since the beginning of this century luxury brands have redefined how they communicate and engage with their audiences. Having long grappled with the changing beliefs of their traditional customers, the emergence of a new and unique generation of luxury consumers has changed the playing field entirely. New luxury consumers are looking at the edges of luxury – seeking the niche, the new and the next. They want to share their knowledge with peers and engage with brands that reflect their own values and genuine intellectual engagement with fashion, design, culture and the arts.
Acknowledging the changing attitude of consumers and their desire for self-actualisation and self-fulfilment, it is evident that those brands that have the capacity to overcome the constraints and limitations of everyday life and move beyond the pragmatics of function and rationality into the realms of emotion, aesthetics and the sacred, will not only benefit from an increased strata of loyal proselytes, but will inevitably discover new and relevant ways to innovate and connect with those who share their vision.
Brands ultimately reside in the customer’s experience – a result of him or her encountering, observing, buying, using and interacting with an organisation’s products, services, environments and staff. Every one of these experiences is a ‘moment of truth’ for the brand-customer relationship with the experience either being positive or negative, ephemeral or engaging, differentiating or indistinguishable. While every brand must define, communicate and demonstrate their own unique values, personality and character, we believe there are six key dimensions that all brands need to harness in order to create and maintain an aspirational world in which there is a central and unifying idea that stimulates engagement, validates the brand promise and connects with the dreams of those looking to participate within that world.