putting lipstick on a pig 2
So last week I talked about Las Vegas and it’s ability to position itself as a luxurious concept and lifestyle. I didn’t feel like completely explained myself on the topic of brand positioning, so I decided to do a follow up. I want to make a couple of key points I have observed in brand positioning, however I wanted to share an excerpt from a blog from Mashable that paralleled these topics. The blog post talked about Luxury brands and their relation to the internet, however I found their definition of luxury brand interesting.
“… When linked to brands, it (a luxury brand) is characterized by a recognizable style, strong identity, high awareness, and enhanced emotional and symbolic associations. It evokes uniqueness and exclusivity, and is interpreted in products through high quality, controlled distribution and premium pricing.“
I mention this quote, not because I want to talk about what defines a luxury brand, but because it has a strong relation to my discussion last week in Vegas. I have listed some of the main points that have been consuming my mind this week.
1) The quote above about luxury really sheds light on why Vegas has been able to position themselves as a luxury brand/lifestyle. Vegas is unique (random shows, lavish hotels, abnormal opportunities), has aspects of high quality (amazing architecture & quality food/drinks), requires premium pricing (yeah everything is expensive), yet lacks the idea of exclusivity. It may be considered exclusive because it is in the middle of nowhere, but is somewhat accessible by everyone (within a good drive or flight). But this is where I think Vegas has truly embraced positioning. They have made everyone there feel like they are in this exclusive environment. Wether it is getting a limo to the casino, or getting the bottle service in the club, they have been able to generate an idea of royalty for anyone and everyone who makes it out there. That is the magic of positioning.
2) As designers, we have the opportunity (& responsibility) to guide a brand, not only in how it looks but in the message portrayed. Companies and clients are constantly changing their product/service which requires repositioning. Defining the demographic/consumer and the desired response is vital in the success of a brand. Just like we take into account the UX ad UI of a web site, we need to also consider the consumer and brand position. Great design is essential, but it must also be performing in the consumer fields, and demanding the wanted perception/reputation.
A lot of these ideas also parallel my other posts about equality in branding and logos, in that one of the main vehicles in positioning your company is through branding. I hope all of this is making sense…..I have a lot of ideas going through my head and its hard to put them all down in writing (thats why I went to art school 
). I would love to start up a discussion about this. I think it is also overlooked, just as branding is. Comment it up!!! Peace & Love!
Nice post Joel. I really liked what you were talking about Vegas. I know when I go there, it’s an alternate world for me. You don’t have the worries of home and the city makes you feel special about being there.
Walmart has done a good job as well with their new logo, ditching the Smiley Face and using a more modern design with the asterisk. Target has by far done a superior job of rebranding themselves and I think Walmart hopes to follow.
Enjoy Maui.
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