imagePublished in 2009, Robin Lent and Geneviève Tour’s book Selling Luxury offers brands 88 imperatives to connecting with affluent customers, creating unique experiences through impeccable service, and closing the sale. (more…)

Sometimes consumers want to save the planet; other times they want to selfishly show their discerning taste through ‘status’ symbols or buying an outrageous luxury brand.

Brand Jam by Marc Gobé

(Concerning hotels) If consumers have a bad check-in experience, they spend their stay confirming that the hotel is bad.

If consumers have a good check-in experience, they spend their stay confirming that the hotel is good.

While it is true that ‘to be recognized, you must be seen,’ a crucial part of a strong brand-presence program must also be to build the relevant emotional experience the brand provides at different points of contact with consumers. A brand has many opportunities to reach consumers on a much more profound, personal level.

Emotional Branding by Marc Gobé

There are plenty of good offers available from competitors and most (consumers) will shop around. Your first contact should be a moment to find out more about the future couple’s story. Everyone comes with a story that needs to be discovered.

Selling Luxury by Robin Lent and Genevieve Tour