Creating a strong brand narrative and identity is a real business imperative, and this week I was fortunate enough to experience what was a master class in branding at the Dior Cruise Collection in London.
There was a beautiful blend of old and new content delivery styles, from the beautiful hand drawn illustrations on the invitation,
which also included the cutest custom stamps for our digital images!
The content of the app made sure we were all aware of the significance and history of the relationship that the venue Blenheim Palace had with Dior. It was the third time Dior had shown there, the first being when Christian Dior himself showing his AW collection there in 1954, and the second on the occasion of Yves Saint Laurent’s first show for Dior in 1958. Original dresses from that 1954 collection formed an exhibit on entry to the Palace as we arrived at the show, reinforcing the influence that the iconic New Look still has on today’s designs.
It featured in the snow domes delivered to our hotel rooms,
In the topiary which lined the entrance to the pre-show dinner at Scotts,
The table decorations and menu illustration,
The show itself was a seamless blend of French and British style inspirations, and at its conclusion we made our way back to London for the after party which continued on the brand story –custom Dior candy from a dove grey wearing waitress anyone?
- Know and understand your brand identity intimately, and always stay true to its key components
- Don’t be afraid to introduce fresh new elements so long as they can tangibly link to the core brand identity
- Recognise and celebrate the history of your brand, and use elements of the past to engage with a new generation of consumers
- Digital and traditional tools both have their place, and if well executed create a seamless consumer experience
- Creating an experience that surprises and delights engages consumers in a way that product alone never can
All of these can be applied in our and any other business. The brand and marketing budget may be a little different to that which LVMH has at its disposal, but the principles are undeniably the same.