Kenyatte Nelson of P&G discusses telling a luxury story at H+K's Demystifying Digital 2013.

1. Luxury Storytelling
Kenyatte Nelson
P&G Communications

2. Luxury is Different…
- Artisan vs. Advertiser
- Language vs. Communication
- Dreams vs. Insights/Needs
- Emotional vs. Rational
- Value vs. Price
- The Few vs. The Many

3. 10 Observations on how
Luxury Brands Tell Stories

4. It’s Not You….It’s Me

5. Luxury story telling is less about
specific consumer insights and more
about the basic psychology that
builds desire
It is less about sales and more about
seduction

6. The consumer doesn’t tell
me what to design…
I tell the consumer what to
wear

7. This is just a
shoe….

8. Until I show
& tell you
the story….

9. Desirable vs. Attainable

10. Luxury story telling lives in the
emotional…not the functional.
The primary aim is to seduce, entice
and drive desire beyond reason…

11. Hermes
Sound of Silver

12. Live in the Dream

13. Luxury story telling understands that
dreams are…
• Beautiful
• Aspirational
• Relevant

14. Emotional
Benefit
Fundamental
Truth/Need
Functional
Benefit
Product
Environment/C
ontext
Insight

15. Anticipation
D
L
I
U
B

16. Luxury story telling introduces itself
and then walks away
…leaving you wanting more
Trailers are used to drive
interest, leading to the reveal

17. Coco Mademoiselle
A Man’s World

18. Think Big…Not Mass

19. Luxury story telling is designed to be
seen and admired but not
necessarily relevant to all

20. Use 985146297
…(Archetypes)

21. Luxury story telling uses tools that
drive familiarity.
(The Hero, The Damsel, The Journey, The Great Love…)
Familiarity builds comfort and
intimacy.
Comfort and Intimacy build trust

22. Gucci
Bamboo Confidential

23. Be Relevant…
But Be Timeless
First

24. Luxury story telling is generally not
concerned with cultural relevance.
The brands value classicism and
timelessness

25. Dior
Dior J’Adore

26. Entertainment
Supersedes
Education

27. Luxury story telling seeks to use
entertainment to drive
engagement…and spares no
expense doing so

28. Chanel
Nowness

29. Celebrate
(History, Heritage, Values, Product)

30. “…The more provincial an idea the
more universal it may become…”

31. Luxury story telling often celebrates
the things that define the
brand/house. Even prioritizing them
of the product message.

32. Dolce & Gabbana
Velvet Collection

33. Don’t Tell Stories…
Build Legend

34. Luxury story telling ALWAYS pays
homage to the house.
EVERY story is designed to expand
the legend of the house.

35. Chanel
For the First Time