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History, Hallmarks and Habits of Luxury Brands: the iconic markings of great luxury brands

By in Branding, Customer Experience, Customer Personas, Guest Posts & Interviews, Marketing, Messaging, Stories | 0 comments

Since time immemorial, our attitude to gold and silver has been inexplicable.   Of the 118 elements in the periodic table, both metals are chemically boring and have few special qualities. And yet… for the last 5,000 years they’re the ones we’ve tended to use for personal adornment and currency. Why? They’re valuable.   They’re also storied, scarce and special – like every luxury brand. Part of a series on Luxury Branding, this article explains the hallmarks of a traditional luxury brand and how the myth of luxury has evolved.     Since ancient times, gold and silver have been connected with money. Both ‘noble’ metals, their malleable nature and rarity made them the perfect choice for currency, but purity proved problematic. Without set standards, unscrupulous silversmiths debased the currency by melting down coins, reducing the silver content, increasing the...

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