GROUP
HIGHLIGHT
CREATING LONG TERM LOYALTY THROUGH STORYTELLING
As Plato once said, “those who tell stories rule the world.” A
modern age of brands with a human rather than business
sensibility, and a compelling story to tell, has arrived. Driven
by consumers, this is how to achieve long-term engagement.
A good story touches everything, from the colour and texture
of packaging, to the psychology of consumption rituals, to
brand discovery and activation.
Luxury brands tell the story of their heritage: Luxury brands are
experts in showcasing their craft and their heritage rather than
the end-benefit of their products. LVMH opens up their brands
to people through their ‘Special Days LVMH.’ This allows
unprecedented access for people to immerse themselves
in workshops, meet the masters of craft and learn about this
secret world.
Louis vuitton tells a story that meets their consumers desires:
Louis Vuitton marries up consumer desire with their travel
heritage. “The story of Louis Vuitton is linked to travel. “according
to LVMH CEO, Bernard Arnault. “We created luggage for
explorers, and during the 20th century our products gradually
evolved to reflect the lifestyle of the customer.”
Today, the Louis Vuitton customer seeks the new, the extraspecial and the bespoke, so the brand responds by creating
sought-after and much-hyped limited edition bags, watches
and accessories. They offer these new collaborations each
season, in the spirit of their runway shows but also through
beautiful collaborations which offers a new edit for loyal fans.
Product renewal that lives the Brand DNA:
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Brands deepen the brand experience and bring the fantasy
to life through their physical products. This reaffirms the story.
Recently, Alber Elbaz of Lanvin teamed up with Lancôme
to give their mascara a makeover in line with their new
brand values; to celebrate femininity with a hint of audacity.
Lancome believed that Alber Elbaz’s sense of contemporary
luxury and femininity resonate’s perfectly with their story. The
end result is a feminine shape product featuring whimsical
doodles of red and black hearts.
Consumption rituals and experience:
This is a magic non-physical intensifier which adds a new
dimension to the process of consuming a product. A ‘ritual’
is the act of doing something that might seem irrelevant to
the act that follows, but actually enhances our enjoyment.
This is nothing new to psychologists and anthropologists, but
it is interesting to see how brands can leverage this game of
human mind.
Celebrating The Product Experience: Brands can play on the
ceremony of product experience to tell their story in a tangible
way. For example, Guerlain created a fragrance to match the
elegance and eternity of a little black dress and capture the
Parisian spirit, La Petite Robe Noire. The bottles are replicas of
the classical vials of the house, with a dress print on. This unique
and stylish design is one that has captured the consumers
attention and is attractive to look at. The approach is even
extented to the fragrance smell experience as it is presented
on perfume testeur looking like a cloth label.
SPARKLE DESIGN AGENCY IS OPENING ITS 4th
OFFICE IN SINGAPORE
January 2014, global branding, product & packaging agency has just opened a
new office in Singapore reflecting Open D group’s global commitment and growth
commitments to Asia.
This move also demonstrates
the
rising
awareness
and
importance placed upon brand
performance by client businesses
and organisations in Asia.
In fact in Asia, Sparkle Design
Agency has for years been
in collaboration with major
international brands to bolster
their brand visibility and equity in
the region.
This move also demonstrates the rising awareness and
importance placed upon brand performance by client
businesses and organisations in Asia.
In fact in Asia, Sparkle Design Agency has for years been
in collaboration with major international brands to bolster
their brand visibility and equity in the region.
Since 2009, Sparkle Design Agency has created powerful
Brand experiences for brands such as Diageo, L’Oreal, JTI,
Heineken both in Asia and globally.
“Sparkle Design Agency is fulfilling its strategic vision
and commitment to serving clients in the region as a
complementary offer to Retail Access” said Laurent Caucé,
Open D Goup’s CEO. “Ismael Ibnoulouafi will lead Sparkle
Design Agency SEA with a wealth of creative and strategic
acumen. His extensive experience, in the region and strong
leadership will help to continue develop and expand our
footprint in SEA.” he added.
Prior to joining Sparkle Asia, Ismael led operations in Paris,
Moscow, Singapore as well as the global management of
key accounts for The Brand Union Group and FutureBrand
Singapore. He has participated and led many international
projects including management and innovation for Group
Bel, Masterfood, Coca Cola, Pernod Ricard group. Most
recently he led the re-branding for Petronas group and
crafted Malaysia Country Branding.
Outlining his vision for Sparkle Design in Asia, Ismael
Ibnoulouafi said: “Our experienced multicultural team has
notched up many years’ experience in the region. We
have the passion and energy to play a major role shaping
Asia ambition”.
Clients already gave their trust to Sparkle SEA
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