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.
I am approached almost weekly by brands who ask about “modernization” or “premiumization,” in other words, they want to increase relevance and desirability.
For most brands, a rebrand is just a facelift - eye-catching and creating some limited PR at best but the effect is temporary and often doesn’t create any significant client-centric value. Iconic brands that have successfully redefined themselves didn’t just change their look. Fundamentally they were able to dramatically increase their desirability through client-centric emotional brand storytelling while significantly amplifying the client experience through training.
Because design is just the skin of the brand. The soul of a luxury brand is its story. The story, when its defined in a client-centric way becomes a promise and an invitation. When done right it ignites and inspires the distinct emotional journey it offers clients. Consider Louis Vuitton’s approach to brand evolution. The brand’s visual identity has subtly evolved over decades, yet its story has remained rooted in the emotional journeys of the art of travel that have always defined it. Rather than relying on drastic aesthetic changes, Louis Vuitton reinforces its brand story across touchpoints, ensuring clients feel the weight of its history and the timeless appeal of its pieces with every interaction.
Ultimately, successful rebranding for luxury brands is about moving from ordinary to extraordinary - not by appearing different on the surface but by resonating in ways that genuinely matter to clients. Luxury is about essence, emotion, and relevance.As the luxury landscape becomes increasingly crowded and consumer expectations grow, brands that rely on aesthetics alone will struggle to remain relevant.
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