How can my luxury brand be progressive when it’s steeped in heritage?
While respect for heritage isn’t dead, heritage by itself is not enough to satisfy younger consumers. ‘Brandalism’, where marketeers disrupt and subvert formerly sacrosanct brand codes, is becoming a fast-track to modernity.
Why it’s interesting...
If you are struggling to reach a new generation of customers, playing with ‘brandalism’ allows you to step outside your comfort zone with confidence, telling your story in new ways which surprise and delight. This agile and reactive approach can win attention and drive sales, whilst limiting risk to the brand.