We have always insisted when developing a brand for a luxury real estate marketing profession or a luxury company being consistently remarkable should be reflected in all the presentation materials. Whether in print or on the web, one has to stand out and communicate their identity and its congruency with the target market.
In our numerous posts on the subject, we have often analyzed the Tiffany Brand. In our live presentations, we often brought a Tiffany jewelry box with white ribbon, and another brand's jewelry box. When asking participants which one they preferred Tiffany won the majority every time.
The quintessential American jewelry brand was recently acquired by LVMH (Louis Vuitton, Moet Hennesey) for the sum of $16.2 billion. Here is more of the story from Reuters:
The Reuters article stated the due diligence that LVMH did on the subject of color,
“Bernard Arnault spent lots of time checking all the IPs and protections on the blue box. The most famous Tiffany product is actually its packaging, the color, the form, the white satin ribbon, all of this is protected,” said one of the sources close to LVMH. LVMH's billionaire boss, 70 year old Bernard Arnault stated in an interview with Reuters: "We're the owner of a color, it's a pretty rare thing!"
Next time you entertain the thought of that a vanilla presentation or a vanilla website is good enough, think again. It may cost you the listing! The same exact diamond ring signed Tiffany will cost more in a Tiffany box and will be treasured even more, than the one in the plainer branded box!
Would someone buy your package?
Comments(36)