Surfing through TikTok the other night, I saw a video about brands and what they sell.
The video enumerates some familiar products and what you usually would think they are all about.
Let’s take Red Bull, for example. Common sense would say the brand sells an energy drink. But no. The video host said they sell an adrenaline fix and excitement.
He mentioned Dove doesn’t sell self-care products but confidence and self-esteem. Lego doesn’t sell building blocks; it sells imagination and fantasy. And Burberry doesn’t sell clothes; it sells style and sophistication.
The video concludes that if you want to build a successful brand, “Don’t sell your products; sell the desire for the outcome.”
If you think about it, the video does, indeed, have a point. At face value, marketing mostly pushes products and services out to consumers. It is convincing them through communication that the brand’s products are the best in the market. But it’s easy to get caught up in this shortsighted view of what marketing is all about, especially in the automotive sphere.
In an auto market saturated with choices, it’s easy to fall into the trap of highlighting a car model’s Unique Selling Proposition or USP to its intended audience. It’s a given to talk about the new grille design, the 20-inch wheels, the Nappa leather seats, a panoramic sunroof, or the Apple CarPlay and Android Auto-laced infotainment system. However, it is harder to talk about the essence of a brand and the reason for its existence.
Lexus is one brand that has given itself a distinct identity over the years. From the start, it focused on the meaning of luxury for its customers. The iconic 1989 TV commercial of the Lexus LS400 with filled wine glasses stacked on top of the hood and not toppling down despite the car’s engine running at full song, showcased the refined experience that awaited its customers.
For Lexus, luxury is all about class, customer satisfaction, and exceptional authenticity. And the brand has stuck with this messaging line for nearly 35 years. This consistency in messaging has made Lexus talk the talk and walk the walk regarding luxury.
It is no wonder that Lexus Philippines has been quite busy letting its customers feel that they are unique. For most brands, customer care stops at servicing a vehicle or offering a loaner car when one’s ride is being fixed. For Lexus, it is more than that.
You only need to step into a Lexus showroom to see the attention to detail they put in to make your stay as homely as possible. The original Lexus Manila showroom in BGC was so groundbreaking in design and the use of space that it didn’t really feel like a showroom at all. It was more like a modern museum with engineering works of art on display.
And the pampering of customers doesn’t stop there. Lexus regularly conducts golf tournaments for brand-new car owners every year. It celebrates art, food, fashion, craftsmanship, and design through collaborations with artists, content creators, designers, chefs, architects, and creatives.
Customers getting advice on custom suits and skin color complementing from J. Recon Tailor during the recent Father’s Day activity at Lexus Mitsukoshi BGC.
Just last Father’s Day weekend, Lexus at Mitsukoshi played host to dads by offering them classy grooming and haircut services by The Spoiled Groom. It also employed the tailoring expertise of J. Recon Tailor, who gave consultation advice on custom suits and skin color complementing, as well as helping dads choose the best suit for a specific occasion.
And Lexus also gave fathers a chance just to sit back, relax and enjoy cocktails courtesy of Ralph’s over the weekend. All of these while letting them see and appreciate the Lexus electrified models on display in the stylish Mitsukoshi space.
Now, indeed, all of these marketing executions cost money. But in Lexus’ case, it is money well spent. Not only did these activities reinforce the brand’s luxury leanings, but they also communicated the lifestyle of a Lexus owner in unequivocal terms.
And that’s what marketing is about – a clear communication strategy exemplified by the authentic execution of ideas into concrete activities. That is why anyone who buys a Lexus doesn’t just buy a car; they buy into a way of life.
MAIN PHOTO: Over Father’s Day weekend, Lexus at Mitsukoshi played host to dads by offering them classy grooming and haircut services by The Spoiled Groom.
