Anti-Law #16: Beware of Celebrities

[nurmohammadkhan]

Anti-Law #10: Communicate to Non-Targets
Luxury has two aspects: luxury for oneself and luxury for others . Both aspects bahrain phone data are essential, but while the first is somehow self-sustaining because it is essentially ego-referred, the second involves the unfolding of motivations and interactions with the outside world and underlines the inevitability of “desired” luxury , especially by those who cannot afford it. In traditional marketing, the goal is to optimize the return on investment. This is why in the advertising of non-luxury brands, the media plan focuses on target consumers: every person reached beyond the target is a waste of investment. For luxury brands, on the other hand, it is of vital importance to spread awareness of the brand beyond the target group , in a very positive way, through content that inspires awareness, transmits a wealth of meaning, recreates a distant and prestigious world.



Celebrities must be used with caution and sparingly in the luxury strategy. They cannot work if employed as mere sales agents who invite purchases, questioning new customers to create in them the spark of desire to emulate (this, if anything, can have some effectiveness in the fashion business model). They must be used, when used, as testimonials , extraordinary people who choose a luxury product, and that luxury product, only for them, precisely by virtue of their status, becomes ordinary.