Why HERMES & Rolls Royce make you wait, and you take it

?“Oh, two days! The labour of two days, then, is that for which you ask two hundred guineas!”

“No;—I ask it for the knowledge of a lifetime.”

Pablo Picasso

Maybe you don’t know this:? HERMES trains a person for 1.460 days or 4 years before they can assemble a Birkin bag.?

Luxury experience

During my last year in Europe I worked on a project that changed my perception of luxury and filled my closet with goodies =]. I became more aware of fashion, and why people buy luxury.

One of the 5 top brands in the world hired me to find out why the concierge service wasn’t working.

BRAIN FART: when I negotiated this contract, I realized I would be a good Civilian Hostage Negotiator. I negotiated my bonus in goods, with all the applied discounts the brand allows to clients and employees, to the point when I moved to the States years later, I needed to hire a customs agent to get all the things here………

I walked into the stores in Milan, Paris and London. The answer was easy……….well, at least for me [weird brain].

Sense of belonging. Yes, the brand's goods were exclusive, champagne, and all the right toys were in place, BUT? the goods were put apart; as soon they lost sight of those, the brain forgot they wanted them. It was exclusive, but not visible.

The solution

“Oh, two days! The labour of two days, then, is that for which you ask two hundred guineas!”

“No;—I ask it for the knowledge of a lifetime.”

Pablo Picasso

Integrating the retention of the product during the experience or putting all in hangers where the clients actually can see the future purchases, imagining those in the closet, built the psychological desire to be seen with these pieces. Influence the process.

It looks simple, no??? IS NOT, it took me years to understand the process of hundreds of studies and experiences with people’s desires.

So how do exclusive and desire work?

Rolls-Royce gives you a link to see the process of your car, Hermes gives you a report in your bag, and travel sites show you the hotels they are searching for you [well at least that is the perception they give you]

This fits like a glove: desire and exclusion. You can only access the process if you belong to the “people”.

Or called in Behavior- in group - out group. How the cults work.

Why "easy" can kill your brand?

The brands I mentioned at the beginning, as well as others, have something in common: access needs a key that you need to win, and sometimes, not even money can buy it.

YOU CAN SHOW THAT YOU ARE UNIQUE

New money vs old money

What is the difference between these 2 women -Which shows class and which shows, well, everything?

Source-People magazine

Source: In Style

It is not difficult to pick who was born and raised in class and which one is a wanna-be. Be aware I didn’t say who was born WITH MONEY, I asked you who shows class.

Think about the brands that show and inspire class and glamour, now think about who are the poster ”boys” for these brands, and go back to the picture before.

When and how to use waiting

Amazon vs Hermes-?

How many times did you wake up in the middle of the night and woke up with a front door full of boxes of things that you really need??

Now, how many times did you wake up in the middle of the night and get a Birkin in the porch the next morning? Even if you have the money to buy it.

• Choose your niche, people and market for your product to be delivered before you go out there.
• You can have popular products and exclusive orders.
• There is nothing wrong with having 1 million clients paying $10 and having 10 clients paying 1 million.?

TIP: if you go for the long-term luxury, remember the comparison above- Old Money vs New Money-?

The luxury brand Hermès was born in 1834. In that year, Thierry Hermès, a skilled leather craftsman, founded the company by establishing a harness workshop in Paris.?

And is still here.

Now, your brand is here to stay, too?

Brands and companies use people like me, too. We work on your client's desires using Heuristic, Biases, Human Behavior and the devil's word, “ influencing your desires”.

BRAIN FART: don’t be so posh, how do you make your kids eat veggies, your man fall for you, or your dog pee outside? How you name it is the same; humans use any means to the end – Macchiavello-

Ready to win??

Do you want to know how to use science, heuristics, and data to reach your people, gain more clients and break your competitors……………..yet, “BETTER CALL ASH”

[email protected]? set a call before your competitors put us on retainer to beat you.

Fun Fact: Hermes was a Greek god. His role was as a messenger and guide, symbolizing commerce and negotiation and his ability to move between realms. The way representing him is perhaps Hermes' most iconic symbol. It's a staff entwined with two serpents, often topped with wings—the caduceus.