White Light Consulting is Lorre White, the International Luxury Expert's Luxury Marketing Consulting Company www.WhiteLightConsulting.net

Luxury brands are sensitive to whom and what they
are affiliated with. You could say that Ferrari is the Cristal of the car
world, or that NetJets is the Valentino of the Fractional Jet ownership, or
that Augusta is the Buckingham Palace
of the golf courses. Anyone listening to you would understand what you are
saying by the comparisons made. I tell my consulting clients Luxury Marketing
is a lot like school; a brand is judged by the company it keeps. First of all a
luxury brand needs to be on a site where the viewers have the wealth to
purchase the products, but also be among their peers advertising. If you had
never heard of Cristal Champagne but someone said it was the Ferrari of
champagnes, you would know that it is a good one. Luxury Brands need to
advertise where there are other products of their “class” but not competitors.
It would be a conflict of interest for Ferrari to be on a site with
Lamborghini, but not a conflict to be on a site with Armani.

The wealthier demographic do not respond the same way as the mass market does and so their marketing is ineffective on this group. They are better educated and have access to more technology., Because most uber-rich (92%) globally are new money and do not know brand distinction this is even
more important today. Fifty percent of the worlds wealth is controlled by the top 2% globally. These are the taste makers and trendsetters and marketing to them diverges greatly from everything learned in mass marketing. Lorre White specializes in reaching and then maintaining this sought after group.