Do you really think your contrived CRM marketing program will win your customer’s hearts? If these programs are not too personal they are often too impersonal.
Love and loyalty have to be earned. Love does not come with a contract. Its renewable daily. No doubt the brand you love the most does have a real heart and a soul, thanks to a real person. So many brands don’t. Their managers did not think to build this into the brand’s DNA
Did you ever wonder why the world’s big luxury brand owners buy contemporary art instead of more and more buildings or private jets? No, its not just a way to divert their massive fortunes. They actually appreciate good conceptual art. They are connoisseurs of good taste. They are visionaries. They appreciate authenticity. So why would they want to stay in your hotel if you have cheap reproductions everywhere? If they are the customers that you want, get real!
ArtReview magazine’s annual list of the 100 most powerful people in the contemporary art scene named billionaire French businessman who runs the Gucci Group and PPR, François Pinault, as the most powerful man in modern art. For a preview of some of the works in his collection click on this link. Of course for copyright reasons I could not film them perfectly.
Art and Soul
Do you find it strange that luxury brands collaborate with contemporary artists? If so, tune into my interview with Vuitton CEO Yves Carcelles (see above). For other exhibitions at Espace Vuitton, please click here.
Do you find it even stranger that Ian Shrager’s Gramercy Park Hotel has been designed by artist Julian Schnabel?
I find it strange that most hotels would sooner offer a cheap replica painting in a room designed by an interior decorator than to offer an authentic work and an authentic experience.
I don’t find it strange that Le Méridien has hired my friend/colleague, French contemporary art guru, Jérôme Sans, in a new position as cultural curator.
I don’t find it strange that the new wealthy and becoming more and more sophisticated and are beginning to appreciate contemporary art and design. Don’t we all? I don’t find it strange that The Design Hotels founded by Claus Sendlinger have added the tagline “Made by Originals” and are enjoying success in this depressed climate. See interview here.
I just find it strange that so many luxury brands are not aware of these trends. Who gives the heart and soul to your brand?