D2: Kenyatte Nelson, P&G
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Luxury brands tell stories differently than mass brands. Luxury stories focus more on emotions, dreams, and desire rather than rational benefits or consumer insights. The goal is to seduce audiences rather than provide information. Luxury brands also focus on anticipation and leaving the audience wanting more. Storytelling is used to build the legend and heritage of the brand over time rather than being about specific products or campaigns. Entertainment is prioritized over education to drive engagement with the brand.
D2: Kenyatte Nelson, P&G
- 1. Luxury Storytelling Kenyatte Nelson P&G Communications
- 2. Luxury is Different - Artisan vs. Advertiser - Language vs. Communication - Dreams vs. Insights/Needs - Emotional vs. Rational - Value vs. Price - The Few vs. The Many
- 3. 10 Observations on how Luxury Brands Tell Stories
- 4. Its Not You.Its Me
- 5. Luxury story telling is less about specific consumer insights and more about the basic psychology that builds desire It is less about sales and more about seduction
- 6. The consumer doesnt tell me what to design I tell the consumer what to wear
- 7. This is just a shoe.
- 8. Until I show & tell you the story.
- 10. Luxury story telling lives in the emotionalnot the functional. The primary aim is to seduce, entice and drive desire beyond reason
- 12. Live in the Dream
- 13. Luxury story telling understands that dreams are Beautiful Aspirational Relevant
- 14. Emotional Benefit Fundamental Truth/Need Functional Benefit Product Environment/C ontext Insight
- 16. Luxury story telling introduces itself and then walks away leaving you wanting more Trailers are used to drive interest, leading to the reveal
- 17. Coco Mademoiselle A Mans World
- 19. Luxury story telling is designed to be seen and admired but not necessarily relevant to all
- 21. Luxury story telling uses tools that drive familiarity. (The Hero, The Damsel, The Journey, The Great Love) Familiarity builds comfort and intimacy. Comfort and Intimacy build trust
- 23. Be Relevant But Be Timeless First
- 24. Luxury story telling is generally not concerned with cultural relevance. The brands value classicism and timelessness
- 25. Dior Dior JAdore
- 27. Luxury story telling seeks to use entertainment to drive engagementand spares no expense doing so
- 28. Chanel Nowness
- 29. Celebrate (History, Heritage, Values, Product)
- 30. The more provincial an idea the more universal it may become
- 31. Luxury story telling often celebrates the things that define the brand/house. Even prioritizing them of the product message.
- 32. Dolce & Gabbana Velvet Collection
- 33. Dont Tell Stories Build Legend
- 34. Luxury story telling ALWAYS pays homage to the house. EVERY story is designed to expand the legend of the house.
- 35. Chanel For the First Time
Editor's Notes
- #17: They are able to do this because this is a category with a relatively high level of involvement. It is not uncommon to have a 3-6 minutes mini Movie on You Tube.
- #20: Gucci bags
- #25: Gucci bags
- #31: The language, the people, the images that define the house are consistently used in the best Luxury story telling
- #32: The language, the people, the images that define the house are consistently used in the best Luxury story telling
- #35: Gucci bags