The Book
Cover Art Courtesy of Karim Rashid


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The Person
Biography

February 23, 2009

About

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  1. Heart over Head In Love – Luxury 2014
    While the proliferation of content-laden, informative digital content would suggest that consumers, even luxury consumers, would, given global turmoil, be more critical relative to their purchase decisions, a recent Euromonitor study predicts that it will be emotion versus intellect that triumph and drive sales in 2014. I adore “image” brands and have happily participated in their creation as well as what I have labeled their respective branded biospheres, extensions of lifestyles into often, seemingly unrelated categories ranging from perfume, to fashion, to furniture, to cars and beyond. As a marketeer, creative director and copywriter I know first hand that the more aspirational a brand, the less reliant it is on product/benefit explanation. I’ve never complained about being a copywriter for a luxury ad which requires no copy. I have taken the money and run. Still, I have liked to think that in those instances when I was not the creative director, that my copy helped shape the visual communication that would add value to “image” brands. Perhaps I was right. Or, as a Euromonitor projection suggests: perhaps I was wrong. Perhaps when it comes to luxury, it’s the heart not the head that counts – nothing less and nothing more.

    Comment by Raymond Nadeau — January 30, 2014 @ 2:31 pm

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