Anti-Law of Luxury Marketing #4: "Keep non-enthusiasts out"

You're not building a mass-market brand - so there's no need to try to appeal to the masses. In fact, trying to make your brand and offers more "culturally relevant" would be antithetical to a luxury strategy.

As Kapferer and Bastien explain: "When it comes to luxury, trying to make a brand more relevant is to dilute its value, because not only does the brand lose some of its unique features, but also its wider availability erodes the dream potential among the elite, among leaders of opinion."

In luxury, you don't want too many people claiming your brand is of interest to them. That mass-appeal would ruin what makes you unique and exclusive. Instead, you want the fervent interest of just a few, and ideally those few will be influential leader types themselves.

For more, check out the 7 1/2 minute video.