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Anti-Law of Luxury Marketing #2: "Does your product have enough flaws?"
Kapferer and Bastien observe that in the realm of luxury: "...brands are not interested in being the leader in utilitarian or functional comparisons - primarily they are hedonistic and symbolic. Their 'flaw' is a source of emotion".
Indeed, those "flaws" are the human touches that give a product personality and character.
For example, if a "perfect" car is silent and easy to drive, than a Ferrari certainly is not perfect. A Ferrari is an unparalleled force of its own, which adds to its allure.
For more, check out the 10-minute video.