Luxury Unfiltered is a weekly column by Daniel Langer, an expert in luxury branding, hospitality and activations who was named a “Global Top 5 Luxury Key Opinion Leader” by Netbase Quid.
In practically every project I am involved in, across all product and service categories, there is one common theme: The rate of change and disruption is unprecedented.
In the algorithm-driven world we inhabit, the landscape of luxury-brand marketing is undergoing a seismic shift. The era we are entering is one where traditional approaches to luxury branding are being challenged and redefined by Artificial Intelligence . The reality is different: In recent brand audits in fashion, fine watches, UHNW wealth management, luxury automotive and luxury hospitality, most brands were completely generic with their brand storytelling – which means they don’t have a brand story that is distinct.
But when brands have the same story than their peers – often: quality, craftsmanship, materials, engineering, visiting paradise, etc. – and fail to create emotional distinctiveness, they lose the ability to connect with their audience and they don’t give the algorithms and their audiences enough data points to understand which emotional markers the brand has and what exactly makes it distinct.
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