Beyond words: elevating luxury branding with ‘storyliving’

Is there anything more powerful than a story? Well, maybe…

For luxury brands, storytelling has long been the go-to strategy. After all, what better way to flaunt your craftsmanship, heritage and core values than through some gorgeously engaging narratives?

But here’s the rub: when everyone hops on the storytelling bandwagon, luxury starts to lose its lustre. From Mulberry’s ‘The Collectors’ to Chanel’s ‘Inside Chanel’ series, now every high-end house now has a yarn to spin. And the distinctiveness that once set them apart? It risks being drowned in a sea of sameness.

And it doesn’t stop there: with consumers bombarded with thousands of marketing messages daily, standing out has become tougher than ever. Traditional storytelling, while still valuable, is increasingly lacking when it comes to forging deep, emotional connections with savvy audiences.

So, a new mantra is gaining popularity among the marketing elite: ‘Talk is cheap. Actions speak.’ Consumers are leaning towards experiences over simple narratives. A Harvard Business Review study found that emotionally engaging experiences can boost revenue, compared with less engaging forms of marketing.

Luxury brands wanting cut-through need to do more than just tell stories; they need to invite consumers to live them. Enter ‘storyliving’, where the audience doesn’t just hear the tale – they become part of it.

The importance of cultural richness

Storyliving doesn’t happen by chance. For it to truly take root, a brand must possess strong cultural credentials, establishing a presence in the worlds of art, design, theatre or food.

Fortunately, luxury brands have always been good at this. Take Chanel’s early 20th-century collaboration with the Ballets Russes, or Louis Vuitton’s delightfully dotty partnership with artist Yayoi Kusama in 2012. More recently, Jaguar unveiled its EV concept car at Miami Design Week, revealing its new philosophy, ‘Exuberant Modernism’, in a setting that celebrates creativity and innovation.

Storyliving builds on these rich foundations, bringing cultural moments to life in ways that audiences can experience firsthand. Consider the Gucci Wooster Bookstore in New York. This literary haven offers a curated selection of books and magazines that reflect the brand’s eclectic and artistic spirit. Then there’s Fondazione Prada, a cultural institution and museum that has hosted numerous high-profile exhibitions and events, drawing over 500,000 visitors annually.

Meanwhile, Ferrari’s ‘Cavalcade’ event is an exclusive gathering that brings Ferrari owners together for a multi-day driving experience through Italy’s most scenic and culturally significant routes. And let’s not forget Bulgari, which has expanded into the hospitality industry with a collection of luxury hotels and resorts in Milan, London and Dubai. These properties are designed to embody the hotel brand’s commitment to elegance, craftsmanship and Italian heritage.

The role of bold content

If cultural richness is the foundation of storyliving, then bold content is what supercharges it. This is more than simply engaging content; it’s content that’s irresistibly shareable. Take Prada Journal, for instance. This writing contest from the iconic Italian fashion brand blends literature and fashion (think Booker Prize but with more stylish glasses). The winning short stories are showcased on Prada's website and social media channels, adding a cultural aura to the brand.

Then there’s Monocle’s radio station, Monocle 24, which offers a curated mix of news, culture and music. It’s a seamless way for the brand to become part of its audience’s daily lifestyle.

Other brands are also getting in on the action. Balmain has launched a podcast featuring interviews with renowned fashion experts, while ‘Sound Matters’ by Bang & Olufsen speaks to musicians and other creatives about the intersection of sound, design and culture. Neither are explicitly about the brands themselves, though both offer listeners a deeper connection with the brand’s philosophy and expertise.

Measuring the impact

The shift from storytelling to storyliving is more than a fleeting trend; it marks a fundamental transformation in branded content.

The results of a storyliving strategy are compelling – leading to enhanced brand loyalty and a stronger market position. Monocle 24 has grown to attract a weekly listenership of about 1 million and sees 2.5 million downloads per month of its programmes.

By embracing cultural richness and bold publishing, luxury brands can forge deeper, more immersive connections with their audiences. These experiences transcend traditional narratives, allowing consumers to truly live the brand. 

In the words of British author Pico Iyer: ‘In an age of distraction, nothing can feel more luxurious than paying attention.’