1/02/2022 – Notes of an explorer “brand experience”.
A strategy that is interpreted by the house of the Spirit of Ecstasy with wisdom, quality and above all intelligence, having been able to detach itself over the years from the stainless fame of its own brand, meeting a new generation of customers, no longer united only by the size of their huge assets, but different and demanding compared to exclusivity concept.
In the past we have already talked about Rolls Royce and the ability of its management to question the principles of fame, tradition and also uniqueness that only apparently could have allowed to maintain market leadership.
th and ’ here that the company has turned towards experience and therefore towards a holistic approach of brand strategy, increasingly aimed at creating a unique bond, not replicable by competitors, capable of seducing the existing clientele and therefore attracting the new one almost addicted to a luxury, this one yes, replicable.
Rolls Royce has recovered important stories and milestones, meaningful meanings and values, belonging and culture, translating them into incursions of high craftsmanship aboard his precious cars, still a car and therefore the result of an industrial process.
The last adventure is there Rolls Royce Phantom Orchid, a specimen ” One of One ” dedicated to Singapore. An important market for the British brand, so much so that the talent of the Rolls-Royce Bespoke Collective has seen designers and craftsmen collaborate for a long time to create this exclusive model, choosing the orchid, national flower of Singapore, as a symbol of resilience, beauty and strength.
The Rolls-Royce Phantom Orchid showed l’by artist Helen Amy Murray, a work of art in silk protected by glass and flowing uninterruptedly on the dashboard of the car.
In addition to this there is also room for finely decorated tables for rear passengers and a custom door sill, obviously all with the design of the orchid. On the outside, the car was painted Arctic White, while a shade of purple has been added, inspired by orchids. A tailored motif can be seen on both sides of the Phantom, inspired by an orchid.
Beyond the car itself and beyond the beauty of such a unique creation, what is important and represents a banner of Rolls Royce know-how in strategic terms, is the ability to conceive and develop a brand role, no longer simply a supplier of luxury cars, but a company able to offer an experience to those who are looking for it, a new concept of luxury.
An approach that teaches how business development is not just about promotions, communication, digital and Crm, but in a market so full of offers must go towards what MITO Luxury defines business intelligence. And this goes for small as well as large companies, in the luxury industry as well as in other fields. The ability to identify customer characteristics and needs, the ability to translate their values into a role that is useful or interesting to them, the ability to create new and unique experiences, today it can be the key to success, net of more strictly economic and organizational evaluations that will be made in any case.
For information and a personalized assessment of the opportunities for your company, contact us by sending an email to: management@mito.org.uk
