Luxury Branding Doesn’t Have To Be So Serious5 Sep 2013
Most luxury or premium brands get so focused – and high minded – about how good their product or experience is, they forget to have a sense of humor or less serious side.
In Miami, there’s a luxury car dealership called The Collection which sells Porsche, Mclaren, Ferrari, Bentley, Aston Martin and Audi vehicles.
Although it’s a private company and doesn’t reveal sales, it’s widely known to be one of the top car dealerships in the US.
As you approach one of these vehicles in this car paradise, there’s a small warning sticker usually placed near the handle – designed to be seen just as you’re about to open the door and take your place in the drivers seat. The sign is written in a small typeface and look similar to the kinds of warnings seen on cigarette packs. Yet, look closely and one observes the following copy:
“WARNING: Sitting inside this vehicle can cause feelings of uncontrollable joy. You ma y suffer from separation anxiety upon exiting the vehicle. Test driving the vehicle may cause a spike in adrenaline levels. Should you experience any of these symptoms, please see a representative of The Collection.
There it is: a sense of humor and slight irreverence coupled with a $250,000 car.
There’s a time and a place for bringing some levity to your brand’s tone and manner. Too much and you won’t be taken seriously, not enough and you can miss an opportunity to connect with customers on a human level.
The Collection offers one more glimpse of humor, an even better sign which can be seen in a designated video game room designed to keep young children happy while you fill out your sales paperwork (see below).