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.
For luxury brands, in a reality where every detail matters, where competition is relentless and where clients have higher expectations than ever before, there is one meeting that, in my point of view, is critical to assess and recalibrate the trajectory of a brand: a brand audit.
A luxury brand’s story is, in essence, an expression of the brand’s core values. While these core values should never change, their expression needs to be regularly assessed as competition evolves fast. A robust brand audit should also integrate sophisticated tools to analyze client sentiment. In my case, I also add proprietary insights on the psychology of luxury clients and our extensive research on high-net-worth individuals worldwide.
Despite its importance, many brands neglect this process or approach it superficially. In my experience, most brands don’t conduct audits often or deeply enough.
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