Lately people are talking about luxury brands and digital marketing. I can’t count the number of times this week I’ve seen tweets asking, “Is Digital Killing the Luxury Brand?” Invariably, these discussions evaluate the dangers of leveraging a wholly democratic platform in order to promote a wholly exclusive industry. But, as usual, the discussion misses the point.
The question is not if luxury brands can safely leverage digital media. The question is how. With that in mind, here are five commandments for marketing luxury brands using the most democratic media in the world.