Some luxury brands wonder if they should use the word luxury in marketing and advertising. Here is a basic rule. You should never ever use the word in marketing communications. It is totally prohibited because the word is cheesy, tacky, terrible and many others because the word is destroyed by many actors who do not know what real luxury is about, or some actors are using it for sarcastic purposes.
So, for instance, why do I use it? It is an academic word. Only for academic purposes. Those who research the topic, use it all of the time. I will tell you why. There are three stages.
So when people are talking about business, it is faster to use certain stage words. But never use the word in marketing communications when you are describing your business, products, and services to your current and potential customers. Usage of the word will damage your brand image because it has a bad reputation amongst buyers. Do not use it.
Published in Luxury Sales Academy.