Symbolic Value & Brand-Building | Patek Philippe Luxury Watches (3 of 3)


By Dian Hasan | December 22, 2009

Communicating effective marketing messages that strike a chord with the audience – is the result of a thorough and in-depth understanding of a company’s identity DNA. A crucial exercise that is even more applicable today, in building strong and compelling Brands. Brand Building is all about going beyond the functions & benefits of a product and service (Functional Value), and into the Emotional and Symbolic Values.

Swiss Luxury watchmaker Patek Philippe captured their symbolic value impeccably, through a campaign entitled “Generations”, now running for over a decade.

Universally, all companies get their Functional Value messages right, as this is the easiest and most logical part of brand building. No guess work involved! As it deals with the most fundamental part of the brain – the Cortex – that computes logic, math & generates analysis.

Extending the journey of brand-building that touch and identify Emotional and Symbolic Values is a more challenging part, which very few companies get right.

The print campaign extended internationally. Here’s a version of the print ad in China.

Powerful copy accompanies stunning photography depicting proud Fathers and their Sons, Mothers and their Daughters, with statements such as: “Begin your tradition…”  Clearly resonating with the Symbolic Value that deal with The Reptilian Brain of Survival & Reproduction. The models decidedly represent traits such as “old money”, “upscale”, “conservative”, “traditional”.

When the campaign was launched in the late 1990s, the focus was more on men’s watches (hence, “fathers+sons” print ads), and less on women’s watches. Shifting consumer trends have of course put more focus on the female consumer, who have been shown to be very influential in buying decisions.

The same approach extends to building the Corporate Brand, here the print ad talks about the Patek Philippe seal. A symbol of traditions built over generations. In line with the symbolic value of an old-world European luxury watchmaker that has been in the family heirloom of successful families for multiple generations. This is where the tagline: “You never actually own a Patek Philippe. You merely take care of it for the next generation”, comes in. And locks in the entire message perfectly!

Universally, all companies get their Functional Value messages right, as this is the easiest and most logical part of brand building. No guess work involved! As it deals with the most fundamental part of the brain – the Cortex – that computes logic, math & generates analysis.

Extending the journey of brand-building that touch and identify Emotional and Symbolic Values is a more challenging part, which very few companies get right.

Swiss Luxury watchmaker  Patek Philippe captured their symbolic value impeccably, through a campaign entitled “Generations”, now running for over a decade.

Powerful copy accompanies stunning photography depicting proud Fathers and their Sons, Mothers and their Daughters, with statements such as: “Begin your tradition…”  Clearly resonating with the Symbolic Value that deal with The Reptilian Brain of Survival & Reproduction. The models decidedly represent traits such as “old money”, “upscale”, “conservative”, “traditional”.   

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About dianhasan

Brand Storyteller, Travel Writer, Speaker, Creative Writer & Thinker - avid observer of randomness in everyday life - Sustainable Business, Eco Matters, Sustainable Urban Issues, Architecture, Heritage Conservation, Innovation & Brand-Strategy, Cross-Cultural Communications, Travel, Tourism & Lifestyle.
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One Response to Symbolic Value & Brand-Building | Patek Philippe Luxury Watches (3 of 3)

  1. Theda Finona says:

    You guys have just got to check out this great sale!! Up to 80% off on fine jewelry! Just click on my name or go to http://jewelryclearance.bargainlinks.net I don’t know how long it will last!

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