First, understand the privilege of discussing luxury branding.

The poet Cesare Pavese pointed out that: “Every luxury must be paid for. And everything is a luxury, starting with being in this world"

Second, understand the business of romancing luxury:

The most successful luxury branding strategies:

  • It is the mystique, the myths and the mastery.
  • It is authenticity, preciousness and – for the best ones – humanity and purpose.
  • It is captivating craft stories showing what thought and attention is put into sourcing the best, the newest, the oldest, the rawest materials.
  • It is the artisans, artists all of course - in their studios, their ateliers, at their benches, in the vineyards, sketching, colouring, sewing, finishing, enamelling, smelling, touching, moulding, soldering.
  • It is time.
  • It is intense curiosity for the intricate nature of their product speciality, the potential of new different materials, and techniques.
  • It is the desire for total perfection
  • It is the unusual, the non-essential.
  • It is brilliant expertise, outstanding precision, attention to detail and stunning finishes.
  • It is quality only achieved by challenging the accepted rules.
  • It is slight variations or mistakes. Hand-made can be better than machine-made.
  • It is tapping into the innate desire we all have, to believe in something real.
  • It is storytelling told with emotion, authenticity and humanity.
  • It is recognising that when everything is like everything else there must be space for difference and space for beauty.
  • It is spreading that good word through: luxury brand strategy, branding logo and identity, content creation, luxury websites, copywriting, market research and name creation

It means working with experts to increase brand value and profitability

Anew are brand development and marketing specialists for ambitious businesses of excellence. We help companies increase brand profitability through sharper insights, distinctive propositions, creative ideas and faultless execution. We are particularly adept at working directly with luxury brands, business owners, start-ups and entrepreneurs who are committed to sustainability, outstanding quality and craft.

You can read more about us here

And if you’d like to discuss a potential project, do get in touch

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