Repetition breeds recognition.
LUXURY INSIGHTS | February 2, 2025
Timeless insights for luxury brands.
It’s Groundhog Day, so it feels fitting to discuss the need for repetition in your luxury business.
Personal development leaders, such as the literal and figurative industry giant, Tony Robbins, have tirelessly preached that “repetition is the mother of skill,” and in business it not only enables one to hone in and optimize one's craft, it creates brand recognition.
01. INSIGHT
Back in the 1930s, the film industry found that people needed to be exposed to a movie preview an average of 7 times before they would take action to see it in the cinemas.
That “Rule of 7” became a marketing principle that was widely accepted...until social media exploded, flooding the market and diluting our attention span.
Most marketers now agree that you need to expose prospective consumers to your brand at least 9 times before a purchase is likely; others claim it is necessary to 10x the “Rule of 7.”
Yes, you read that right!
Statistics aside, the point is that repetition is necessary to build brand awareness and prompt purchasing decisions.
Repetition, however, does not mean repeating the same words and images over and over again. Rather, it emphasizes the need for consistency in your marketing, as luxury brands must simultaneously create desirability through exclusivity and rarity.
02. INSPIRATION
“Ordinary brands communicate in order to sell products to consumers.
Luxury brands communicate in order to keep the dream alive in the minds of consumers.”
– Adriaan Brits
03. INTENTION
Considering the need to maintain an air of exclusivity, while ensuring your offers are presented to your ideal market segment frequently, you may wish to brainstorm different ways to market your products/services.
How can you promote your offers in different ways?
How can you change the way you prompt a purchase?
How can you curate campaigns utilizing multiple touch points?
How can you tease segments of a story that eventually form a unified whole?
Remember, your clientele are busy and life is distracting, so repetition is essential to creating recognition, and winning business.
Enjoy your week ahead,
Creator of Luxury Insights
Founder of The Luxury Copywriting Company
PS. Feel like you are reliving Groundhog Day when you attempt to brainstorm new luxury marketing ideas? I can help! With over 15 years of hands-on copywriting and marketing experience in the luxury sector, I have plenty of high-converting ideas to share. Contact me and let’s schedule a complimentary consultation.
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