Luxury Storytelling
Kenyatte Nelson
P&G Communications
Luxury is Different…
- Artisan vs. Advertiser
- Language vs. Communication
- Dreams vs. Insights/Needs
- Emotional vs. Rat...
10 Observations on how
Luxury Brands Tell Stories
It’s Not You….It’s Me
Luxury story telling is less about
specific consumer insights and more
about the basic psychology that
builds desire
It is...
The consumer doesn’t tell
me what to design…
I tell the consumer what to
wear
This is just a
shoe….
Until I show
& tell you
the story….
Desirable vs. Attainable
Luxury story telling lives in the
emotional…not the functional.
The primary aim is to seduce, entice
and drive desire beyo...
Hermes
Sound of Silver
Live in the Dream
Luxury story telling understands that
dreams are…
• Beautiful
• Aspirational
• Relevant
Emotional
Benefit
Fundamental
Truth/Need
Functional
Benefit
Product
Environment/C
ontext
Insight
Anticipation
D
L
I
U
B
Luxury story telling introduces itself
and then walks away
…leaving you wanting more
Trailers are used to drive
interest, ...
Coco Mademoiselle
A Man’s World
Think Big…Not Mass
Luxury story telling is designed to be
seen and admired but not
necessarily relevant to all
Use 985146297
…(Archetypes)
Luxury story telling uses tools that
drive familiarity.
(The Hero, The Damsel, The Journey, The Great Love…)
Familiarity b...
Gucci
Bamboo Confidential
Be Relevant…
But Be Timeless
First
Luxury story telling is generally not
concerned with cultural relevance.
The brands value classicism and
timelessness
Dior
Dior J’Adore
Entertainment
Supersedes
Education
Luxury story telling seeks to use
entertainment to drive
engagement…and spares no
expense doing so
Chanel
Nowness
Celebrate
(History, Heritage, Values, Product)
“…The more provincial an idea the
more universal it may become…”
Luxury story telling often celebrates
the things that define the
brand/house. Even prioritizing them
of the product messag...
Dolce & Gabbana
Velvet Collection
Don’t Tell Stories…
Build Legend
Luxury story telling ALWAYS pays
homage to the house.
EVERY story is designed to expand
the legend of the house.
Chanel
For the First Time
Upcoming SlideShare
Loading in …5
×

D2: Kenyatte Nelson, P&G

1,059 views

Published on

Kenyatte Nelson of P&G discusses telling a luxury story at H+K's Demystifying Digital 2013.

Published in: Business, Technology
  • Be the first to comment

  • Be the first to like this

D2: Kenyatte Nelson, P&G

  1. 1. Luxury Storytelling Kenyatte Nelson P&G Communications
  2. 2. Luxury is Different… - Artisan vs. Advertiser - Language vs. Communication - Dreams vs. Insights/Needs - Emotional vs. Rational - Value vs. Price - The Few vs. The Many
  3. 3. 10 Observations on how Luxury Brands Tell Stories
  4. 4. It’s Not You….It’s Me
  5. 5. Luxury story telling is less about specific consumer insights and more about the basic psychology that builds desire It is less about sales and more about seduction
  6. 6. The consumer doesn’t tell me what to design… I tell the consumer what to wear
  7. 7. This is just a shoe….
  8. 8. Until I show & tell you the story….
  9. 9. Desirable vs. Attainable
  10. 10. Luxury story telling lives in the emotional…not the functional. The primary aim is to seduce, entice and drive desire beyond reason…
  11. 11. Hermes Sound of Silver
  12. 12. Live in the Dream
  13. 13. Luxury story telling understands that dreams are… • Beautiful • Aspirational • Relevant
  14. 14. Emotional Benefit Fundamental Truth/Need Functional Benefit Product Environment/C ontext Insight
  15. 15. Anticipation D L I U B
  16. 16. Luxury story telling introduces itself and then walks away …leaving you wanting more Trailers are used to drive interest, leading to the reveal
  17. 17. Coco Mademoiselle A Man’s World
  18. 18. Think Big…Not Mass
  19. 19. Luxury story telling is designed to be seen and admired but not necessarily relevant to all
  20. 20. Use 985146297 …(Archetypes)
  21. 21. Luxury story telling uses tools that drive familiarity. (The Hero, The Damsel, The Journey, The Great Love…) Familiarity builds comfort and intimacy. Comfort and Intimacy build trust
  22. 22. Gucci Bamboo Confidential
  23. 23. Be Relevant… But Be Timeless First
  24. 24. Luxury story telling is generally not concerned with cultural relevance. The brands value classicism and timelessness
  25. 25. Dior Dior J’Adore
  26. 26. Entertainment Supersedes Education
  27. 27. Luxury story telling seeks to use entertainment to drive engagement…and spares no expense doing so
  28. 28. Chanel Nowness
  29. 29. Celebrate (History, Heritage, Values, Product)
  30. 30. “…The more provincial an idea the more universal it may become…”
  31. 31. Luxury story telling often celebrates the things that define the brand/house. Even prioritizing them of the product message.
  32. 32. Dolce & Gabbana Velvet Collection
  33. 33. Don’t Tell Stories… Build Legend
  34. 34. Luxury story telling ALWAYS pays homage to the house. EVERY story is designed to expand the legend of the house.
  35. 35. Chanel For the First Time

×