Insightful post on the luxury brand paradox. It got me thinking that in pharma/biotech brand positioning there is a similar paradox. New Brands almost too desperately and overtly seek to establish an emotional connection with physicians at the outset without understanding the work required to obtain it. Every Brand wants to establish an emotional connection. ❤️ ✅ It's consistently delivering on an important functional benefit that puts you on the road to establishing an emotional connection. 🛣 ✅ It's a road that takes some time to establish the connection. Last Harris Poll on the subject showed that brands that "owned" an emotional connection were on average on the market for almost a decade. ⏳ ✅ It's granted by the customers. Foisting upon physicians an emotion absence of experience only engenders antibodies to your messaging and brand positioning. 🤝 Yes, it's critical to establish an emotional connection, but this has to be earned over time and granted by the customer. 🎯
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The Luxury Brand Paradox: Everyone wants to be Hermès. Nobody understands Hermès. Hermès didn't start with bags. They started with horse harnesses in 1837. KEY INSIGHTS: 1. Time Horizon: - You: Want luxury status in 2 years - Hermès: Took 100+ years - LV: Took 70+ years 2. The Heritage Play: - Your mistake: Starting with luxury - Their path: Started utilitarian → Became luxury - Evolution: Craftsmanship first, status second 3. Pricing Psychology: - Amateurs: High price = Luxury - Masters: Scarcity = Desire - Hermès: 2-year waitlist for Birkin - Result: People want what they can't have 4. Marketing Focus: You're doing: - Influencer collabs - Heavy social presence - Constant drops They did: - Zero influencers - Minimal social - Controlled scarcity The luxury paradox: The more you try to look luxury, the less luxury you become. Numbers don't lie: - Hermès: $12B valuation - LV: $47B valuation - Your dropshipping brand: 0 The hard truth: Luxury isn't made. It's inherited. Want to create a legacy? let’s chat !
Liked your way and how everybody wants an emotional connection but most are not ready to give time to it. Atleast a decade like you said ⚡️
Thanks Dan. Thought provoking!
Fantastic insight and post Dan! Thank you!
brand owner, creative director, designer, composer
1moThere’s one brand that wasn’t on the list - I added it on the bottom 🍑