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Q.
Should luxury brands team up with existing blogs in providing
content?
A.
Not at all.
Q.
Should luxury brands have co-branding partnerships with blogs?
A.
What?!?
Q.
Should luxury brands create an independent blog?
A.
Not unless they want to pull a Vichy.
So what should luxury brands be doing online then? What else is left for them
to do if they cannot take advantage of the obvious? First, I would say that a luxury
brand that purposely ignores the blogosphere is on its way back to the eighteenth
century. Luxury brands ought to be in tune with the blogosphere. The brands that
seek advancement in the twenty-first century market scene must partake in the
world of blogs. They are required not only to observe or be up-to-date in track-
ing blog conversations, but also to be very much present in the blogosphere. This
may be achieved in different tactical ways that don't require the creation of a blog
by a luxury brand. One way of being linked to the blogosphere is to follow in the
path of brands like Louis Vuitton, which invited six bloggers from different parts
of the world to Hong Kong in June 2008 to discover and experience its digital
product, the Soundwalk (see Figure 3.11). For four days, the bloggers followed
the footsteps of the Soundwalk narrator Shu Qi whose voice guided them on a
journey of the discovery of Hong Kong. This opportunity enabled the bloggers
to have a unique first-hand experience in the brand's universe. Following this,
bloggers have widely shared their impressions with their readers in their articles,
photos and videos. The most important aspect of this exercise is that the bloggers
are able to offer their commentary to their readers based on experiences that have
been lived. There are also other multiple approches that luxury brands could take
to exploit the opportunities brought by blogs.
Companies in different domains are reaching out to blogs to promote their
products and services, as discussions on brands and retail experiences litter
several blog postings. In fact, one third of bloggers have been approached to
be brand advocates by both luxury and non-luxury brands. Other luxury brands
have opted for their own blogs. But my question is “What are the brands going
to blog about?” Luxury is rooted in creating a desire, respecting a tradition,
nurturing a culture and bowing to a philosophy that leads to pleasurable expe-
riences. This is translated through beautiful products that are objects of desire
and through services that lead to positive sensations. But they are all a part
of a universe made up of a brand and all that it represents. This cannot be
expressed only in words or reproduced only in conversations but must be felt
and experienced. And that is where the problem begins with blogging. Since
most blogs linked to luxury are based on texts and images and on the often
vivacious conversations that ensue, it is best for luxury brands to allow the
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