{"id":43087,"date":"2012-12-18T03:02:13","date_gmt":"2012-12-18T04:02:13","guid":{"rendered":"http:\/\/www.corporate-eye.com\/blog\/?p=43087"},"modified":"2012-12-18T03:04:53","modified_gmt":"2012-12-18T04:04:53","slug":"storytelling-for-luxury-brands-delivers-big-results","status":"publish","type":"post","link":"https:\/\/www.corporate-eye.com\/main\/storytelling-for-luxury-brands-delivers-big-results\/","title":{"rendered":"Storytelling for Luxury Brands Delivers Big Results and All Brands Should Take Notes"},"content":{"rendered":"

\"louis-vuitton-journeys-ad\"<\/a>Brand storytelling has never been higher on marketers’ radar screens than it is as we near the end of 2012. Thanks to social media, every brand needs to have a story that taps into consumers’ emotions and drives a connection that leads not just to awareness, interest, and sales, but also to vocal advocacy and guardianship.<\/p>\n

Brands can learn a lot about storytelling from luxury brands. What’s the Louis Vuitton story? The Tiffany & Co. story? The Bentley story?<\/p>\n

These brands are extremely meaningful to the customers who pay large sums of money to buy them, use them, and flaunt them.<\/p>\n

Luxury Brand Consumers<\/strong><\/h3>\n

Consumers typically purchase luxury brands for one of three reasons:<\/p>\n

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  1. To prove to themselves that they’re worth the higher price tag and possible higher quality that comes with a luxury brand (self-affirmation).<\/li>\n
  2. To prove to others that they’re worthy of the luxury brand’s price and quality (peer-affirmation). This could come in two forms: proof that the person belongs in the “wealthy” or “better” group as the consumer perceives it (assimilation) or proof that the person is not part of the mass consumer audience (differentiation).<\/li>\n
  3. To enjoy the real or perceived superior quality, performance, or results provided by the luxury brand (appreciation and\/or entitlement).<\/li>\n<\/ol>\n

    Luxury Brand Stories<\/strong><\/h3>\n

    \"tiffany<\/a><\/p>\n

    With those primary motivators behind luxury brand purchase decisions, marketers can create branded stories that leverage the emotions which come with self-affirmation, peer-affirmation, and appreciation of the features and benefits that luxury brands deliver. Luxury brand stories can focus on:<\/p>\n