What comes to mind when you think about Louis Vuitton? Most people would say that it's a luxury brand that demonstrates excellence in craftsmanship and creativity, but what do you know about the brand's identity and message? When you think of luxury brands, it's best to understand that they sell a dream. The "dream" influences the consumer to buy from the brand, and to be associated with the type of lifestyle that the brand identifies with. The "Spirit of Traveling" is Louis Vuitton's dream factor.
Colin Mitchell, the previous Worldwide Head of Planning at Ogilvy & Mather stated, "We say that travel has lost its romance. It's become an onerous duty rather than a pleasure. When there's tension like that between ideal of travel as romantic and the reality which falls short, that's an opportunity for brands to come in and make a statement." Below, you will see how Louis Vuitton redefines what the spirit of traveling entails, and what it means to go on a journey. Now that you understand a little more about brand identity, what message is expressed by your favorite brands?
Comentarios