Does luxury marketing have a set of rules? Can you apply a set of consistent principles to every luxury marketing brand? Is there a blueprint for success or a clear path of pitfalls to avoid?
These are just a few of the questions Kevin Chesters, Founder and Strategy Partner of independent communications collective Harbour, will be helping attendees to asnwer in his talk at the upcoming Walpole British Luxury Summit 2022. This will be informed by a series of in-depth interviews that he's recently conducted with the CMOs of over 20 of the UK's most famous and feted luxury brands – the findings from which he'll be releaving exclusively at our event on 23rd May.
In his talk, Chesters will speak about the ten core principles of running any luxury brand, regardless of sector or country. It’s set to be a fascinating, provocative, and essential delve into the principles of what makes for an authentic and successful luxury brand in 2022 and beyond.
Chesters will take you beyond the usual cliches of “magical” and “premium” and into a world of all the challenging contradictions that the world of luxury offers. As a published Behavioural Scientist, his presentation will take an anthropological-style journey through the value system and building blocks that make up luxury marketing.
What started initially as a set of rules finished as a set of principles when Chesters discovered that, in the world of modern luxury marketing, there are no rules – or certainly none that anyone would be happy to follow.
Secure your place at the Walpole British Luxury Summit 2022 to discover his findings in full, and to speak to him about them in-depth post – but, as he says, “Don’t shoot the messenger. I’m just telling you what you told me!”
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