During the brand frenzy, our team came to the consensus to ban four words commonly used to describe luxury products – “Fashion”, “Luxurious”, “Exclusive” and “Quality” – in order to allow ourselves the opportunity to delve deeper into the true meaning of LV as a luxury brand.
Through a long and challenging discussion process, we have come up with a brand purpose for LV that we feel best encompasses LV’s most distinctive qualities, setting the brand apart from its competitors in the luxury goods industry. Our chosen brand purpose conveys the various imageries of sophistication, exclusivity and quality that LV embodies, without having to use the four uninteresting words mentioned previously.
Therefore, our chosen brand purpose is as follows:
“L.V the Truth” is an abstract slogan that is still relatively straight forward and easy to interpret in a variety of ways, depending on the value different consumers place on LV as a luxury brand. To be more specific, we will now elaborate on the phrase “L.V the Truth” and the different interpretations that may arise amongst consumers.
L.V
Consumers can broadly interpret the letters “L.V”. Superficially, it is the abbreviation of Louis Vuitton. However, “L.V” can also be read and understood as “Live” or “Love”. This creative spin on the letters “L.V” effectively connects the brand with its slogan, thus aiding recognition once consumers see or hear the slogan. More importantly, the interpretation of “L.V” as “Live” and “Love” reminds consumers to live their lives to the fullest and pursue their passion in life, whether it may be travelling or simply an important personal journey.
The Truth
Similarly, the phrase “the Truth” can be interpreted in a variety of ways; by combining the phrase with “L.V”, “Live the Truth” or “Love the Truth” can refer to consumers being true to themselves and being confident in expressing their personal fashion style, brand choices or lifestyle choices.
“The Truth” also relates to the importance of consumers’ knowledge of the genuineness of LV’s product offerings, as consumers often need to validate the quality of LV’s bags and apparel before concluding whether their purchase is value-for-money.
With the new brand purpose in mind, we seek to close, or at least narrow, the various tactical and strategic gaps identified in the brand challenge. In addition, we seek to emphasize the true value of LV in terms of quality, genuineness and personal ideals of LV’s target consumers.
