Each year, prestigious competitions evaluate the creative industry's best work, judging publications, branding collateral, websites, videos, and advertising, marketing, and communication programs. 2018 was no exception, and while specific awards won by Hermès that year may be difficult to definitively pinpoint without access to comprehensive award databases, analyzing their advertising strategies from that period offers valuable insights into the luxury brand's approach to maintaining its prestigious position. This analysis will explore Hermès' advertising campaigns of 2018, examining their alignment with the brand's personality, guidelines, luxury strategy, identity, awareness, image, and pricing strategy.
Hermès Advertising Campaigns: A Subtle Approach to Grandeur
Hermès' advertising campaigns rarely shout; they whisper. Their 2018 efforts likely continued this tradition, focusing on evocative imagery, minimalist design, and a strong emphasis on storytelling rather than overt sales pitches. The brand's advertising, whether print, digital, or video, likely prioritized showcasing the craftsmanship, heritage, and timeless elegance that are synonymous with the Hermès name. Instead of flashy promotions or discounts, the focus would have been on highlighting the artistry involved in creating each product, from the meticulous selection of materials to the expert hands of the artisans. We can infer this based on their consistent brand messaging across the years.
Imagine the campaigns: perhaps a series of still-life photographs featuring a meticulously arranged silk scarf, its vibrant colours and intricate patterns catching the light. Or a short film following the journey of a leather craftsman, showcasing the generations of skill passed down through their family. The overall aesthetic would have been refined and understated, subtly conveying the exclusivity and luxury associated with the brand. Any digital advertising would likely have maintained this sophisticated tone, utilizing high-quality visuals and minimal text, prioritizing user experience and brand immersion over aggressive sales tactics. The goal wasn't to create immediate sales but to cultivate desire and reinforce brand association with quality, craftsmanship, and heritage.
Hermès Brand Personality: Timeless Elegance and Quiet Confidence
The Hermès brand personality is the cornerstone of its advertising strategy. It's characterized by timeless elegance, understated luxury, and quiet confidence. This personality is not flashy or ostentatious; it's sophisticated and refined. The brand projects an aura of heritage and tradition, suggesting a connection to a rich history of craftsmanship and artistry. This personality dictates the tone and style of all advertising materials, ensuring consistency and brand recognition. In 2018, this personality would have been meticulously maintained, ensuring that any advertising campaign reflected the brand's core values and resonated with its target audience.
Hermès Brand Guidelines: Maintaining Consistency and Exclusivity
Strict brand guidelines are crucial for a luxury brand like Hermès. These guidelines would dictate every aspect of the brand's visual identity, from the specific fonts and colours used to the photography style and overall tone of voice. These guidelines ensure consistency across all marketing materials, reinforcing brand recognition and maintaining a cohesive brand image. In 2018, adherence to these guidelines would have been paramount, ensuring that all advertising campaigns aligned with the brand's established visual language and communicated the desired message effectively. Any deviation from these guidelines would have been carefully considered and meticulously planned, ensuring it served a strategic purpose and did not compromise the brand's overall image.
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