Recently, I shared a post under this title from the New York Times. Why? Because I believe that all of you are luxury brands, and that we can learn from what the world’s most distinctive luxury brands are doing. They are out to find some equilibrium between the virtues of ‘custom’ (that’s you), technology (that’s online) and understanding their (your) customers’ behavior. We are, too.
As the article suggested, “risk is no longer defined as doing something new,” but rather “doing what was done before,” or repeating the perils of the past. The big idea is to embrace “the soulful economy.” And we do have soul, plenty of soul.
What that means in my view is for us to add soul to our virtual world. We are all online, sure, but could our websites do more than promote professionalism and creativity? I think so, and so do the world’s luxury brands. Now, video content rules. Imagine as I do, seeing you on your website touring visitors through a room, or a vignette within a room. Watch the installation being made or the customization being crafted. If handheld video can go viral, imagine what it can do for you, the soulful you.