[tweetmeme source=”barrydewar” alias=”http://ow.ly/2aJlF” only_single=false style=”compact”]Social media does not lend itself to exclusive brands. The very nature of the medium is it’s inclusivity while luxury brands thrive on the very opposite.
The offline world is strewn with examples of high level brands trying to branch out to the wider population and coming a cropper. The chavisation of Burberry being a prime one.
So how do luxury brands utilise this growing new engagement channel?
Well they could try a number of things. Mercedes went all retro and created a closed network of owners (www.generationbenz.com) where people could speak about Mercedes. Another option might be to set blasters to “broadcast” and never engage with the masses desperate for an association with greatness.
Neither of these options are very appealing, nor do they conform to current social media wisdom but you know what? They might just work.
Luxury brands tend to be saturated with advocates in a way that makes their regular counterparts extremely jealous. These advocates don’t require much in the way of stimulation to promote the brand either. Hell, they even wear the logo on their clothes!
So who’s to say that the brand owners can’t gather a salivating audience around them in the social media space and proceed to pontificate? Providing that they’re not showering anything exclusive on their non-paying fans then they can’t really lose.
Or can they? Why don’t you tell me?