The experience of luxury is not created by the features of a product - but by the emotions it evokes in the mind of the consumer.
Emotion is more important to the marketing of luxury brands than it is to any other class of products.
Discover the psychological foundations of successful luxury brand marketing and communication:
- Identify the brand’s unique characteristics and uncover their psychological meanings
- Uncover the emotions that the target consumers associate with the category and the brand
Communicate these foundations of luxury to the consumer:
- Apply these psychological insights to create marketing and communication strategies.
- Express the brand's meaning and values through consumer experience