Being User-Centric

This week I’ve been helping a luxury auto-maker to focus on being user-centric. It’s difficult for a luxury brand to put users on an equal footing - aren’t they supposed to admire respectfully while the brand retains the aloof upper hand?

Maybe in the olden, golden years but not anymore. These days, it’s nice to be a bit more friendly, show that you care by listening, engaging with your community and giving them something they really, really want.. Which might not, at this very moment be your product.

The trick is to make them interested, and keep them interested, until they are ready to buy your product, which might be a lifetime away.

Which means storytelling alone is not going to cut it. To blow people’s minds we need to immerse them in experiences which embody the message, rather than just saying it over and over again.