Thought Pieces

It’s time to leave logic behind.

By 15th September 2017 No Comments

Premium and luxury brands depend on irrational consumer behaviour. Emotional desire outstrips any logical calculation of value – and the potential for profit is enormous. But you’ll never realise that potential if you shirk a crucial responsibility: to invest in delivering the emotional connection that desire is based on. Take your eye off the ball – in branding, product development or service – and the penalty will be swift.

It’s easy to get drawn into the optimisation and rationalisation debate. The growth of big data, analytics and predictive modelling have, without a doubt, delivered a step change in the marketing community. But when it comes to selling the products and services of premium and luxury brands data and logic is not enough; emotion needs to win through.

We all know that the most human of feelings: happiness. Prompted by an unexpected phone call from an old friend, or a surprise breakfast in bed from a child with a hand-drawn card is emotional gold. Of course that phone call or breakfast could have been on an arguably better day, or at a better time or even in a better place… But its spontaneity is at the root of the positive emotion.
The Journal of Neuroscience published a report in April 2015 that confirmed the human brain is wired to appreciate surprise. And premium and luxury brands are afforded the greatest privilege of any marketing-led organisation – an almost open invitation to enter the lives of their customers.

Coupled with millennials’ expectations for brands to host some form of entertainment*, it offers a rich territory to foster this most basic of human desires. Brands that create communications and experiences that light up consumers’ faces. Those that deliver clear messages, with a relevant narrative, are destined for success.

So when Bentley’s future male customers or existing customers pop into Pankhurst Barbers in London, their surprise at being sat in a barber’s chair hand crafted by Bentley Motors and being served a drink by Johnnie Walker always gets them talking. Read more here.

*Source Stylus Report Retail Beyond the Algorithm, 18th September 2015, Katie Baron