Oct 2025

When times are tough, think of brand building like dating…

Brand owners today face challenges like no other.
Does conventional wisdom hold strong or is it time to explore new perspectives?

The $billion question for brands today is whether to buy their way out of the current economic downturn or hunker down and hibernate until better times return.

This tough trading environment for luxury brands can’t just be dismissed as a period of cyclical downturn. We’re going through a prolonged period of significant structural change and challenge, forced to learn new coping strategies on-the-go to deal with previously unimaginable hurdles (who could have foreseen Trump tariffs or prolonged China whiplash?)

So-called Greedflation means that raising prices isn’t the answer. Today’s luxury prices are on average already 54 percent higher than before Covid, meaning the aspirational shopper has been all but ruled out of the market. (*1) Meanwhile, the category operates in fear that creativity and innovation are stagnating, with everyone searching for the next big thing, moving designers around as a smokescreen.

It’s said that volatile times make for unique opportunities, that high risk can actually result in high reward. (*2) But what does that mean in real terms? Is the challenge one of risk-management? Or is it rather one of opportunity-creation? Is it about sitting tight? Or is it about taking brave action when others lie low?

Just like the dating game, there is a price of inaction. Same with brands, nothing ventured, nothing gained. In the words of great cultural influencer Beyoncé, “I break chains all by myself”. Ie While we’re not responsible for what life throws at us, it’s our job to find a way out to the best of our abilities. (*3)

So, a few provocations for frustrated lovers & brand owners:

1. It’s all about a search for LOVE

In all categories -but particularly in luxury- DESIRE is the first step to LOVE. We’re operating in an emotional space where all brands are vying for a precious place in repertoire.

Ask yourself as a brand owner – where do you sit in the (U)HNW repertoire of valued brands? Is your desire quota what it should be? Do they love you or merely use you?

2. Ask yourself – has your TYPE shifted?

One of the most pressing issues for luxury brands today is the generational wealth shift as boomers give way to millennials and gen z. Never before has there been such a seismic shift in values & aspiration as old & new generations live side by side.

Whilst no brand wants to desert their loyal consumer base, failure to future-proof is a loser’s game. Understand the changing face of your consumer, work out how to navigate that change and start on your roadmap fast.

3. Time for a MAKEOVER?

Hard times could be the big opportunity; the impetus for the change you’ve needed; the moment to reboot your allure; the time to update yourself (No-one’s suggesting you deny your age, rather don’t become a victim of it). Reframe your narrative. Youthify and re-energise. Exude joy, not gloom. Be a magnet of the happy days to come, not a vision of time passing.

Take a cold, honest look at your brand. Check out your brand saliency; re-evaluate brand magnetism; don’t be afraid to refresh your brand positioning (or if need be, go more radical); without question, put a zing into your brand platform.

4. Get out there and SURPRISE

Be brave. Take a few risks. Try new things. Don’t be afraid of being noticed.

Give your media planners a challenge. Ask them to excite you, maybe even scare you. Ask them to stimulate you with new media ideas that get you out there in new and surprising ways.

5. Build your COMMUNITY

Your biggest advocates are your existing fans. They talk about you, refer you, represent you. Fandom is now a thing. Described as a “live architecture”, fandom in today’s participatory culture is key to everything. (*4)

First off, work out if you have real fans. Ask yourself how connected they are to you, how inspired they are to be part of your world, how rewarded they feel by the relationship.

If you have tepid consumers and no fans, it’s time to review and revamp everything. Alternatively, if your consumers can legitimately be described as fans, what a joy to inject new spark into the relationship. Have a look at the way new-generation brands are investing in their communities in fresh and exciting ways. Take inspiration from how they’re building influencers organically; how activation is taking place at a grass roots level; how social marketing feels way more authentic; how interaction is encouraged and friction is viewed as evidence that they care enough to truly participate; take inspiration how their fans are now a key part of their infrastructure across product, reputation, communication, culture and beyond.

In conclusion:

If you’re looking for a mate to spice up your romantic life, there are better matchmakers out there than us. But – to weather these tough times – if you’re worried your brand or your comms could do with that critical bit of extra something, we promise it’s worth a chat…

High-desire creative platforms & comms campaigns
Audience understanding & transformational consumer insights
Inspiring brand positioning strategies
Activation ideas that get noticed
Community engagement to put a priceless zing into your brand world

REFERENCES

This article first appeared on HWE NEWS and is republished here in full.

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