Scott Forshay, mobile & emerging technologies strategist at Acquity Group, details how luxury brands can use mobile content marketing to seduce an audience in perpetual motion.
The essence of any coveted brand is the story it conveys. The effective generational articulation of heritage, craftsmanship, and creative innovation combine with a vision of an aspirational lifestyle to seduce a highly desirable audience and inspire desire for association.
Historically, the articulation of this vision was realised on a print canvas, where artistic vision is artfully staged with aesthetic precision.
The rise of digital created new opportunities for luxury brands to message the brand narrative as highly produced video vignettes of similar aspirational effects provide added dimensionality to classical still imagery.
Through video and other forms of brand content, luxury brands have become media companies and content marketers selling a vision of an exclusive lifestyle attainable only by a select few.