Branding Moment: The 16 Billion Dollar Color Package Sale!

By
Services for Real Estate Pros with Napa Consultants DRE00893924

luxuryrealestatemarketing.com

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?

 

Posted by

Written by Ron & Alexandra Seigel-

 

CAN YOU STATE HOW YOU ARE DIFFERENT AND BETTER THAN YOUR COMPETITION IN LESS THAN 30 SECONDS?

 

ABOUT:  Luxury Real Estate is a high stakes game. Commissions are substantial! We help luxury real estate professionals get to the listing table more often and win listings more frequently.  If you want to be the market leader, the personal or company brand that your target market thinks of first and refers most often, you need an Elevator Statement to accelerate the process.  We can get you there!

Your Elevator Statement is a succinct and persuasive summary of your extraordinary promise of value, your unique selling proposition.  In a time-starved world the attention span of your target market is shrinking.  To instantly convey what sets you apart from the crowd you need to be able to answer EACH ONE of these 3 questions in less than 30 seconds.: 1) What Do You Do?; 2)  How Do You Do It?, and;  3) How Are You Different?.  Can you state how you are different and better than your competition in less than 30 seconds?

Watch the video above to see and hear how we do it. 

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Rainmaker
4,572,951
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Mimi Foster I can imagine that kind of $$$.  And now with LVMH owning the brand, they will be even more conscious and serious about shutting down anyone who even tries to copy the color.  A

Dec 03, 2019 08:39 AM #15
Rainmaker
4,572,951
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Jeffrey DiMuria 321.223.6253 Waves Realty lucky find for your sister-in-law, the Tiffany name and color have great value.  I have followed the brand for a long time, and gifted a few people.  The joy and surprise was there prior to even opening the package.  A

Dec 03, 2019 09:00 AM #16
Rainmaker
4,572,951
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Sheri Sperry - MCNE® as I see it, the luxury real estate market (both sellers and buyers) are even more picky than ever as to who represents them.  The hoops the agents jump through on this level is amazing.  A

Dec 03, 2019 09:03 AM #17
Rainmaker
4,572,951
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Lawrence "Larry" & Sheila Agranoff. Cell: 631-805-4400 when we had our commercial firm, we had a corporate account with Tiffany's.  And like you said, the delight on the face of the recipient was worth every penny.  A

Dec 03, 2019 09:04 AM #18
Rainmaker
4,572,951
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Sharon Lee yes it does, and there is a reverence for the brand, and the fact that they set many standards in the jewelry biz.  A

Dec 03, 2019 09:06 AM #19
Rainmaker
4,572,951
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Michael Jacobs It screams luxury and beauty instantly under a tree or on someone's hand or cufflinks.  A

Dec 03, 2019 09:07 AM #20
Rainmaker
4,572,951
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Roy Kelley I am happy to say that we have created a few that are in the league.  A

Dec 03, 2019 09:08 AM #21
Rainmaker
4,572,951
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Brian England it is not so much about owning, it is about brand recognition...and that matters in the world where so many are busy copying.  A

Dec 03, 2019 09:09 AM #22
Rainmaker
4,572,951
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Grant Schneider There is no doubt that the eye buys.  And the eye will not be disappointed if the value is there.  There is plenty of packaging out there that is gorgeous, but inside completely disappoints.  A

Dec 03, 2019 09:11 AM #23
Rainmaker
4,572,951
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Nina Hollander Even Cartier's red does not come close, even though when it comes to engagement rings, they fiercely compete with Tiffany!  Tiffany still rules the US engagement market..hence love.  LOL A

Dec 03, 2019 09:14 AM #24
Rainmaker
4,572,951
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Wayne Martin  In am very aware of Sally K. & David L. Hanson purple envelopes and applaud them for their consitency.  Thank you for pointing that out and your comment. A

Dec 03, 2019 09:15 AM #25
Rainmaker
4,572,951
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Barbara Todaro the eye does buy, even more so in the luxury arena in my opinion.  Our client just sold a 16 million dollar custom buit home that was so exquisite no matter when your eye landed...even in the area that was designated as their dog shower was tastefully done...The wrapping was just as phenomenal as the first view of the home and its curb appeal.  A

Dec 03, 2019 09:18 AM #26
Rainmaker
2,600,385
Myrl Jeffcoat
GreatWest Realty - Sacramento, CA
Greater Sacramento Real Estate Agent

While I respect Tiffany for "trademarking" the color of their blue box, it does seem to put trademarking on steroids.

Dec 03, 2019 01:23 PM #27
Rainmaker
4,572,951
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Myrl Jeffcoat it is a symbol of luxury, just like the Louis Vuitton bags with intials...does not mean it really represents value...A

Dec 03, 2019 01:30 PM #28
Ambassador
3,963,010
Kathy Streib
Room Service Home Staging - Delray Beach, FL
Home Stager - Palm Beach County,FL -561-914-6224

Hi Ron and Alexandra- I will never forget the first time I received a gift in that very famous blue box. I also remember watching a Tiffany staff member tie the ribbon on the box with great care. They have to be in the Top 4 of Branding champions. 

Dec 03, 2019 07:57 PM #29
Rainmaker
2,995,838
James Dray
Fathom Realty - Bentonville, AR
Exceptional Agents, Outstanding Results

Morning Alexandra.

For our logo the colors have to be matched with no variation.  Corporate gives the people who make our signs, cards etc. the different ones and the amount.  They are very particular about it 

Dec 04, 2019 01:06 AM #30
Ambassador
1,904,381
Debb Janes EcoBroker and Bernie Stea JD
ViewHomes of Clark County - Nature As Neighbors - Camas, WA
REALTORS® in Clark County, WA

I figured it had to be Tiffany. It's one of the only brands I can really think of that markets a color - you'll likely have more examples.  You know I'm not a big jewelry lover, but I can appreciate the excitement that box brings others. 

Dec 04, 2019 07:10 AM #31
Rainmaker
4,572,951
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Kathy Streib We had a corporate account with them, and we would gift clients (not real estate) with something from Tiffany's.  Watching them open it was worth the $$$ spent.  A

Dec 04, 2019 07:54 AM #32
Rainmaker
4,572,951
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Debb Janes EcoBroker and Bernie Stea JD Tiffany's is the the answer to LVMH's prayers as they are solidifying their position in the US market.  In Europe, Tiffany did not rank among the Europeans, so went as far as calling the brand, "the McDonald's of Jewelry".  This past trip, we both thought that their windows were mediocre compared to the established European houses...A

Dec 04, 2019 07:57 AM #33
Ambassador
2,105,641
Michelle Cherie CarrCrowe Just Call...408-252-8900
Get Results Team...Just Call (408) 252-8900! . DRE #00901962 . Licensed to Sell since 1985 . Altas Realty - San Jose, CA
Family Helping Families Buy & Sell Homes 40+ Years

You are right, Tiffany and their magical boxes/presentation are unique and appealing.

Dec 04, 2019 01:25 PM #34
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