OPINION: Create the luxury X factor

Every luxury brand needs to possess a cachet that makes it special. It is all about exclusivity, provenance, scarcity, craftsmanship and innovation. The brand strategy for whisky brand Macallan is simple: to make The Macallan the world's most precious whisky brand. Each brand must work out what...

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Bibliographic Details
Published inBrand Strategy p. 10
Main Author Grier, Ken
Format Newsletter Trade Publication Article
LanguageEnglish
Published London Centaur Communications Limited 23.02.2009
Centaur Media USA Inc. (A member of Centaur Plc Group)
Subjects
Brands
Competitive advantage
Liquor
Luxuries
Marketing
Marketing agreements
Packaging
Photography
Provenance
Whiskey
United Kingdom
United Kingdom > UK
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Summary:Every luxury brand needs to possess a cachet that makes it special. It is all about exclusivity, provenance, scarcity, craftsmanship and innovation. The brand strategy for whisky brand Macallan is simple: to make The Macallan the world's most precious whisky brand. Each brand must work out what gives it its own 'X factor'. For Macallan, it's the way it uses innovation and partnerships to reinforce its luxury positioning. Each brand in a corporate partnership should enhance each other. Some of Macallan's long-running partnerships include Bentley cars, Dunhill clothing and American Express. It is increasingly difficult for brands to stand out in many sectors. Ultimately, a luxury brand is about exclusivity - a rare prize that should be kept at the top of the agenda.
ISSN:0965-9390