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In this episode of Play It Brave, I sit down with Dr. Chelsea Shields, an expert in luxury branding and strategy for billion-dollar businesses. We dive deep into how prestige brands set themselves apart in the market and explore the essential elements that make a brand luxurious. Whether you’re a small business owner, entrepreneur, or creative professional, this episode will show you how to apply luxury branding principles to your business—no matter your size or industry.

Meet Dr. Chelsea Shields:

Dr. Chelsea Shields has dual-PhDs from Boston University in biological and cultural anthropology. She is one of the world’s leading experts in placebo effects in non-medical settings. Basically, she researches on how human bodies react or adapt to changes in their environment. Dr. Shields teaches anthropology and runs her own research and strategy consulting business helping students, speakers and brands “dose the placebo.” 

Chelsea Shields is originally from Tooele, UT and is a 4x TED speaker and TED speaking coach.

There are different levels of prestige when it comes to brand positioning. Understanding these levels and the key elements that signal luxury can help you elevate your brand to new heights. 

The 4 Levels of Prestige Branding

Understanding the four levels of prestige branding can help you determine where your brand fits—and how you can level up. Here’s a breakdown:

1. Value: Hyper-value orientation; affordable but high-quality options for the masses. Example: Walmart.
2. Mass: Aimed at broad audiences with a strong market presence. Example: Levi Strauss.
3. Mass-tige: Combines mass appeal with a hint of prestige. Example: Coach.
4. Prestige: The pinnacle of luxury branding, reserved for the rarest and most exclusive brands. Example: Chanel.

5 Key Elements to Create a Luxury Brand Experience

1. Rarity

Luxury is about the extraordinary. Start by creating a distinctive visual identity that sets you apart from the crowd and signals exclusivity.

2. Simplicity

True luxury is simple, but simplicity requires expertise. Invest in professionals who can help streamline your branding to reflect luxury.

3. Experiential Novelty

Luxury brands offer experiences that surpass expectations. Think personalized service, limited-edition products, or exclusive events that leave a lasting impression.

4. Idealization or Aspiration

Luxury brands transcend trends. Showcase the most ideal version of beauty, wealth, or intelligence to appeal to customers’ aspirations.

5. Exclusivity

Create a sense of privilege with limited editions, exclusive memberships, or invitations to special events.

Remember, luxury is not just about products or services; it’s about crafting an unforgettable experience that leaves a lasting impression.

Book a Free Brand Clarity Call with Cassie of Gatherie Creative

Ready to elevate your brand to the next level? Cassie is offering free brand clarity calls to help you craft a brand that signals luxury and resonates with your ideal clients. Email gatheriecreative@gmail.com to book your free call now!

Explore Cassie’s Portfolio

Take a look at how Cassie transforms brands into high-end powerhouses. Explore her portfolio to get inspiration for your own luxury brand.

Cassie’s Portfolio (mobile) | Cassie’s Portfolio (desktop)

Listen to the Full Episode

If you’re ready to create a luxury brand that attracts high-end clients, don’t miss this episode! Listen to the full episode and start applying the principles of prestige branding to your business today.

Listen on:
APPLE | SPOTIFY

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