Luxury brand marketing: Making a luxury brand
Nir WegrzynBrandOpus
Luxury brands tap into our search for happiness and must appeal to the subconscious and conscious parts of our psyche, explains BrandOpus's Nir Wegrzyn, as he explores how to build a luxury brand.
To understand the human relationship with luxury, we first need to examine how we relate to brands in general, as consumers; what role they play in our lives. An urban myth abounds in marketing circles that consumers have some in-built human need to engage with brands. They don't. It's as simple as that. What is true...