The Anti-Laws of Marketing – Part II

The Anti-Laws of Marketing – Part II

In the mid-1970s, a group of well-known luxury brands in Europe decided to bring economic globalization to World War I and outgrow existing customers. To that end, they implemented a new marketing strategy that allowed them to expand their customer base and stay in the luxury sector.

In the mid-1970s, a group of well-known European luxury brands decided to capitalize on the resurgence of economic globalization after WWI and WWII to grow significantly more than existing customers. To that end, they have implemented a new marketing strategy that will allow them to expand their consumer base and stay in the luxury sector.

The anti-laws of marketing:

Anti-law 1: forget positioning, because luxury is not comparative

In consumer marketing, the centerpiece of any brand strategy, you will find the concept of positioning, the unique sales proposition (USP), and the unique and attractive competitive advantage (UCC A). Each classic brand must specify its position and then convey it through its products, services, price, distribution, and communication. Positioning is the difference that a particular brand favors, the brand it has decided to strive for as a source of new customers and whose customers will try to win it over.

Anti-law 2: do not meet the wishes of your customers

One of the main countermeasures to marketing appears to be a heresy of classic marketing theory. Isn’t the credit quality of all well-run companies customer-oriented? Shouldn’t a marketing plan be initiated by synthesizing the consumer’s voice? Yes, but only for brands that don’t follow the luxury strategy. this doesn’t mean being deaf, but the function of luxury brands is to create dreams, not respond to problems and needs. Luxury is not a desired wish: it sells promotional emotions (self-esteem, pleasure, recognition) and non-preventive emotions (risk reduction, absence of problems, and discomfort). The emotions of the action arouse excitement, enthusiasm, and fun. Preventive emotions lead to security, trust, and satisfaction.

Anti-Law 3: Communicate with those you don’t strive for

Luxury has two aspects of value: luxury for you and luxury for others. To maintain this latter aspect, many more people need to know the brand than those who can buy it on their own. In traditional marketing, the keyword is the return on investment. When advertising, for example, your media plan should focus on your target audience and nothing more than your target audience – anyone exceeding the target is a waste of money to invest. If someone looks at another luxury person and doesn’t recognize the brand, some of its value is lost. It is essential to spread brand awareness beyond the target audience, but in a very positive way: brand awareness is not enough in luxury; must be investigated.

Anti-law 4: Beware of celebrities

These third countermeasures were taken by surprise by many professionals and executives in the luxury sector. After all, there are celebrities in all the ads as they flip through the pages of major magazines, as well as the pages that indicate who is sponsoring an event selected by a luxury brand. Celebrities should be used with caution in luxury strategy. It should not be used as a sales agent for new customers who buy the product through a fake model (‘I want to buy the bag because the famous one has it’): this is the fashion business model. It should be used as proof of how it is being used (“This famous person also used my suitcase and stayed at the hotel I stayed in last year.”) For existing customers: Facilitate the excellent condition of the product for a personal customer. , which is also a common product of extraordinary people.


Luxury brands such as Louis Vuitton, Chanel, Prada, and Hermès embrace unique elements such as creative vision, symbolic strength, heritage, rarity, and exclusivity based on marketing strategies. anti-laws that support the luxury sector for its pricing power and profitability. These countermeasures reject conventional marketing practices such as targeted marketing, positioning, market research, celebrity endorsement, promotion, volume increase, and internet sales.