And I quote:
How things have changed. The city [vancouver] in the rain forest is the very definition of luxury, the sort of casual elegance and graceful quality of life Vancouverites have come to take for granted.
Now the rest of the world is taking note.
Vancouver’s skyline is bristling with cranes as more and more high-end hotels and condo complexes are built. Famous faces mingle with the crowds shopping at international luxury retailers. New restaurants open almost every week.
(Nat’l Post, March 29 2008, FW5)
In the immortal words of Shania Twain: That don’t impress me much. And I hope to god that’s not becoming Vancouver’s brand positioning.
Don’t get me wrong. I love genuine quality as much as the next guy. My mac. My piano. My gorgeous daschunds.
So quality, yes.
Luxury? Meh. Boring.
For one thing, it smells bad. Like exclusivity smells bad to me. What the frack does anyone gain by using luxury as a demarcation from the next person?
For another thing, it’s dumb. Most of the us – I hope? or am I kidding myself? – kinda get the fact that we’ve overconsumed, overspent, and screwed the planet and exploited about a billion people in the process. Conspicious consumption is pretty much yesterday, don’t you think? So I repeat: I hope this isn’t Vancouver’s brand, or we’ll be pretty embarrassed sooner than later.
Last. It really is boring. Compare “luxury” to “intelligent”. To “innovative”. To “creative”. Which piques your interest? Which has a breath-of-fresh-air quality to it? I’m betting luxury sounds tired in comparison.
So, marketers — if I’m reading Vancouver right, lose the “luxury” angle, already. We can do better than that. Much better. Can’t we?