B/NDL Studios | The CommonGround Framework®

ALT Creative Writing for Media Stay Creative, Stay (in)sane

ALT For decades, luxury brands have mastered the art of storytelling. When other brands are using discounts and vox populi as part of the story to attract consumers; luxury brands use stories to keep them loyal. It has been said time and again that when it comes to luxury brands and products, function is the last thing on the buyers’ minds. Meaning and connection are the primary drives of how we use and perceive luxury brands and products. The value of Chanel N°5 is 600% more expensive than Mark and Spencer’s Autograph Inspire, and yet some customers will still reach into their pocket and spend all their money on the N°5. The reason is simple: with luxury brands or products, whatever you spend is considered an investment — and it is never too much a price to pay for a really good story you can find yourself in. Remember this: you don’t purchase Chanel N°5, you experience it.