Imagine you were now in high school. Your teacher asked you to write a passage: “What is luxury in your life?”

Would you write about the PlayStation 5 console that you had been longing for?

Would you write about your last Disneyland visit with your best friends?

Would you write about your time with your loved one who was staying in the hospital?

According to Merriam-Webster Dictionary, “luxury” is defined as “an indulgence in something that provides pleasure, satisfaction, or ease.”

Then, what can you indulge in? According to Maslow’s hierarchy of needs, needs can be categorized into different levels in a pyramid.

Photo credit: Fahad Usmani

A person may indulge in wealth and status to fulfill his/her esteem needs, while another one may indulge in the beauty of nature to fulfill his/her aesthetic needs.

Marketers have to learn about Maslow’s hierarchy of needs because they need to understand what makes their consumers happy before talking to them.

Imagine you were the marketing manager of a hotel brand. People visited your hotel because it was such a cool thing to take photos in the modernly furnished hotel room.

One day, your agency posted a Facebook ad, talking about the history of the hotel, as well as the craftsmanship of the furniture in the hotel room.

What would your customers feel?

Consistency between your consumers’ desires, the identity of your brand, and how you present your identity is always critical.

I have witnessed many successful luxury brands that people really love and aspire to.

Rolex consistently positions itself as a symbol of power and status, and this exactly resonates with the brand’s target consumers who always push their limits and show to other that they are superior.

Johnnie Walker Blue Label is another successful brand. Its “Depth of Blue” campaign in recent years always looks vivid and appeals to its stylish and trendy consumers who want to show others that they are unique.

Back to the definition of “luxury”. It is all about indulgence, while indulgence can carry different other definitions.

Do you know what your consumers love about your brand? Is it something that your brand wants to be recognized with? Let’s discuss.

Vincent

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