“Luxury is attention to detail, originality, exclusivity and above all quality.”
– Angelo Bonati
How do we convey “luxury”? How do we know a luxury product or experience when we see it and hear about it? Over the last several months, we at The Studio have been involved in the rebranding of Coldwell Banker Global Luxury brand. It’s hard work being surrounded by all this beauty, let me tell you!
The challenge of the rebrand is to maintain the power and integrity of this very successful brand while enhancing and updating its graphic appeal and ultra-luxury presence in the market. It’s an interesting challenge, to be sure, to extend the richness and beauty of an already rich and beautiful thing. At the end of the day, it all comes down to the details and the restraint with which they’re employed.
The success of the rebrand, or any rebrand for that matter, is measured on a much larger scale than in the past. Thanks to the continuing advances within the digital universe, we are no longer competing with only our own category of business. We now compete across channels, and so, must represent a luxury presence that fits in (and stands out) with all luxury categories. We think of our audience as home buyers, but what do they drive, what designers do they wear, what jewelry do they own, how do they live?
So, we aim to have a seat at this luxury table, to be recognized as an ally in living a beautiful life. From all accounts, the rebrand and all of its applications are succeeding in that goal.
The pleasure is all ours.