social media and luxury brands – breaking the rules

[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?

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3 thoughts on “social media and luxury brands – breaking the rules

  1. Interesting one as we’re trying to get a luxury brand into social media in terms of additional engagement and feedback. They benefit from having a lot of curious potential customers who can ask lots of questions about bespoke products – so it’s going to be an interesting one.

  2. Does Audi count as a luxury brand?

    As a brand, Audi I feel have proved the value twitter can have to any business as a tool to communicate with its customers. Dan’s case seems just like the idea I am mentioning with regards to the use social media can serve to any brand.

  3. Cheers for the feedback guys.

    Dan, the question this raises is whether potential customers of a luxury brand are likely to ask questions in a public forum. Does it dilute the exclusivity of their service?

    I think maybe adding some feedback tools and then monitoring the usage by those you know are paying customers might be a way of dipping your toes in the water. A test run, the success of which depends on analysis at the end.

    Innes, I wouldn’t describe Audi as a luxury brand but I may be guilty of mixing up exclusivity and luxury.

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