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EP 20 - Should Your Ad Creative Be UGLY? (What Creative Is Working Right Now)
Adspend with Ash Melwani and Rabah Rahil
Luxury Brands Are Not Built on Utility
Luxury brands are not built on utility. They're built on perception. And status is a function of exclusivity. The more you get away from that, the more it hurts the brand. You have to find ways to make it also something that looks and feels for the platform. That's why they hate counterfeits. It's because if I'm paying 10,000, 20,000, 30,000 dollars, I want to be seen in a certain strata.
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