d2: kenyatte nelson, p&g
DESCRIPTION
Kenyatte Nelson of P&G discusses telling a luxury story at H+K's Demystifying Digital 2013.TRANSCRIPT
Luxury Storytelling
Kenyatte NelsonP&G Communications
Luxury is Different…- Artisan vs. Advertiser- Language vs. Communication- Dreams vs. Insights/Needs- Emotional vs. Rational- Value vs. Price- The Few vs. The Many
10 Observations on how Luxury Brands Tell Stories
It’s Not You….It’s Me
Luxury story telling is less about specific consumer insights and more about the basic psychology that builds desire
It is less about sales and more about seduction
The consumer doesn’t tell me what to design…I tell the consumer what to wear
This is just a shoe….
Until I show & tell you the story….
Desirable vs. Attainable
Luxury story telling lives in the emotional…not the functional.
The primary aim is to seduce, entice and drive desire beyond reason…
HermesSound of Silver
Live in the Dream
Luxury story telling understands that dreams are…• Beautiful• Aspirational• Relevant
Emotional Benefit
Fundamental Truth/Need
Functional Benefit
Product
Environment/Context
Insight
Anticipation
D L I UB
Luxury story telling introduces itself and then walks away…leaving you wanting more
Trailers are used to drive interest, leading to the reveal
Coco MademoiselleA Man’s World
Think Big…Not Mass
Luxury story telling is designed to be seen and admired but not necessarily relevant to all
Use 985146297
…(Archetypes)
Luxury story telling uses tools that drive familiarity. (The Hero, The Damsel, The Journey, The Great Love…)
Familiarity builds comfort and intimacy.
Comfort and Intimacy build trust
Gucci Bamboo Confidential
Be Relevant…But Be Timeless
First
Luxury story telling is generally not concerned with cultural relevance.
The brands value classicism and timelessness
DiorDior J’Adore
EntertainmentSupersedes Education
Luxury story telling seeks to use entertainment to drive engagement…and spares no expense doing so
ChanelNowness
Celebrate(History, Heritage, Values, Product)
“…The more provincial an idea the more universal it may become…”
Luxury story telling often celebrates the things that define the brand/house. Even prioritizing them of the product message.
Dolce & GabbanaVelvet Collection
Don’t Tell Stories…Build Legend
Luxury story telling ALWAYS pays homage to the house.
EVERY story is designed to expand the legend of the house.
Chanel For the First Time