Luxury branding: Achieving the total brand experience
Posted By a Luxury Daily columnist On In Columns,Featured,Opinion | No Comments{"ct":"yhu16ShflAtNCcAJsD93E4VvasgZQbmUJ322WdCnvKDU156x53LRaOUIef+5k6X+KX7GOnX6cKPm8BxgfVSx\/U3dVKK6oL2EIMTGiwvlT18dpLiTvHXzICot\/sDHxEIH6PG0c76aAadLBHf2nApqFAOeb+XrAOQfO2gLAOjJPpAsoh2W5ezUFhug1fg5nO7LC3T7sgK8niUkRG+ngR1Pyj1JRRnBsCHgOnwRUd\/FgCfX\/82IwT2Agg4yFM6l\/qNnKHloZUDq4JfrvpXsmeodM62M7PcgoUhat9OXh7UlYTtGW65qlpWgJ7HJI\/iDLXMWf1Ggok6I\/o7YJTplPW+jJNbGo79f9avI1cH1ccXe60Izg4B2e1MB5t40nvwAteNildtGy3clDP1kfzxZfFLoN2ca5LH92449P6BBfSDv4dZa3jmUf6Hc8Y88XBrnx\/HLwVcW1fq1USdvqY\/LmuqpNdCHGBz5ywQV4aUJmW34IKHpUcS3t80mP3pBf\/uCEovqkYiMA\/R68HhEDrcKQKMIuO2kJ+Qg5JtohFZ4JIm7kFYhtFbsaBaDTjylpUofQEpgPoEMYfGbsdQ260Kd3gBPvRsv+BiEl3SObu9nx9CfQCkISafH2Od9dHxUFFBa0T3XGtZR9JnQFPtvgUvilvxx3aqBGOLTQ93rjp0wmsQIJtcvfZXHZcuPQJFxFhVvhJk0GIFgucoXGQSIqABu669216cjC\/tYwGNokiUJILrDeCfwT+AkQJTYtt8ln9QAuh04ATTYAGEeHCfcxItz4IIdZsM0e3J9I02ua6dO+13KRYwcn40xTx+DcLPqEQj4gi2sk8\/vNk5txqXN\/Vz7nDpi5PKHnCjKA9ksjv\/e36e5K7kX4WhLGEUEtmMQNwIOWKUshV+kIreddMBvalJVN5fvkU7KBOHRrYFbR4HlAbNiZcLsy7TYWd50TwrK0\/PiwSF\/ssC6zK2DlqmjyexF\/9+udWq1xD3aZ9v6Aa1kN6QL4Yy\/YLNynMqDlH7c3CtMGhhGuccPWG81gGCl2Sk+ixczF3W1MVdZrQrZmw2MDnlDL7L7GgUjD2asQwUvrE8EQyf4BTmaM9hMI7g4n3Gl0pfFvBHWdmsvCWrw6jRuklfAYsK\/P52gd\/S+XYpt3HGU0P1NbnOSqxPTSI8iGhNtXIBkk4iMDGh\/e1jvstscx9fY3CU8JbLpZnRdGhsf8\/vQWcXl6IvWlzeup129dVflKZm+IcdfLsBBS1IAGa3gXqjBpeF1bGYe8\/KRt9NKF3v+gHyGGutyW07zr+gOBdNNXRWSXsEH7u2wH\/iPlhAyRIIIdkrw6Od9Z+ZzVeVcYjcWqbHImNHhtsE2JygtwTVI74DgGNjRgrRBKfJgI\/S7iBbd5B+svS4Uvl3NUHpBFzAccCRixsYMQ7eYmFKJlnmQK+\/eIeTtd34YQ\/Jo54E+\/S\/WjMwPQrEDscOMBh1Tlh7PffQkBp3Xik8DcFT+dpsvkKsBXClASGmtJ59uQdj2qrtNbtVzSnYwMyEL9puA37fwPMKTCcGcF+gkiPjvbmLHayj4b6lOm8Ura+MSMhSbWFcwCIPY8gGVY3siTuzSdNmgFsXP90Iqc4e4yJBL+PfQAwytsgYcFSzNycFNMGzw2dFfyuDfZAboNV6UtNZ0eelUgU6ifbYKhPUrt+xUmGmPs0QB82nL8nQxmMJyBKJc+DzKUbM\/Fh3kWvFK7Z5TZg7BXSFxHfBkRyoqyGYpJjiLqHyGQJnBBkBvTktaW15qsAGqiZ\/h\/f97VT95unvlDrajJYZuAYmCOrNXF0Bh5Re2Y7Y2vtvHznl\/Eb8AphUcIcDKWHqg5S08ft37ki9\/9Eb8yYObDzjnB0ahwDtD8BqRHgQ+TX0cCuY3IlX0y8n6ZVkusB5aQ54byag1nzKyDRUE52t84UxDrSnbWZ5hWC13ro8Brf5wAiJtzae\/DAM6Xc6o4QY6A0ktnYdynj4yIimgkunVX4IQYx3Og9plKvFETsVa1wMMrh6NDeJ4HKMAd5NEDFBeAC\/ceDYb8LM8uI4+QANJF8aUl6O7os\/hB1MBOQ8LgbnhSQzQzuKLe88v9ilIi6CKnoL+n0xTyeoP55qzfX6UmWDc38cRjiA9MzhL8Wis\/ThkRA3jS2p1c2JA2l0aWMhKrX57DIps0zoO7s9hg23rRhCAHdqSrhhEp9i2XRcYMWbIq1HUJYLtXhExQ2efReFmzbixWdYweTgUcRDGUPpUm1QsHl42bHxL\/fgYQbOBQ1gAYq3Peta\/0yiMFvggODJnpeabGXUPS71IwycbguUJrXOgZQu8h94psOBe8a7K8tOWdHeLnc4v3AF81Nea5SQ4MDZQOQsS9ogePLEemxFZHJC3sapnIbQgeqK94MJAFiCCls9SYiRfMj1Y3Zr1iJxEhUzTBFHWKmPR9PvrVroMUTfWbkrUf2lhh7nOp7gB11xV+QX6YFyOBdl1foR7GWFy5MigMWVyXey5Y6CCjgoxJzciZC8NKaWIW0wAJvuqne99O0bUTnWsRGHG9RxVRVIJyQrxzXdNJ\/C2m9x2lM6dsdx+sFAb7+OBhVK7Z+aJFEGU74QxKVqi0mGZmwceDp+gutGQxoGxF3\/1QBXGqRf1K\/stUHFHAeda+QGxoOp25zLy548OoUeNFIkT4xzvogypTPb4I8vKoaOyYRDnXFe8+c4PODac63Iws\/KQXKrweWB1yZi6ERnipzONJaifMCkp64ZujLKDyxfTqaf34qlzxgbhJ\/7n\/STe1y6S\/MA3DgdiwsVjM\/WQpr8YOwM8tP5i0SWGsVM+tydTjhOat1EqdfMq48uv5Os7xRJFMzIayiW8+K+2RGWOews988IfVkZ9i5RX71HrHnnZLs4K\/8hS2EiKkF7+\/Jyed0U2SLTR+wlEoW39mY1lYCGFlnYt\/SsZqFBjBOLETyrFTPRvdQT2pFL91LkP+vsM7nLkp\/hDecsl2epNNiy7fAPXidxv3wQAnIjvIF1vuwiW0SScirBgHb5iqABH4Qa727Kp9J2CaWim8YHyS4+eERbrxg9ur9H0hod7Aa3mXZZbV\/GgzyJc7u48JP+mOJshFQ\/UBWQ4joXs9d2L7o1PYu88AwANebN3oa3Hw9GqLcckXhLrgp8xvc\/eO2leNkdmUYDP3UnXYsOCI6hWQamkE4Mt0eFoJWSEfpemMy\/11Gev3kpgUF\/movZJnUnEHaaEYGia4QTuYPKAQbaC4pOaQ\/k+G\/7vfPMx+wmf0NJ5hX+agRsns07z7z3VrVUXSkg2Fp2HwGu59SDbW7vLXwyZa5T4gePpIrEl7vQaRRIoEvEE\/IYx9d4qK+9Sxj0100zrSX9r9vTsQMaTl2r0fqaFQW9Gz1mdCEpPsdPb3kKxM2Xz05ZpsS6VOwbQRGhwR4xQIkRAbanzFsOSJnOo\/AUGwhMoRdCDA6LLBQCaEq3RzmUKuIZ\/PT5y2iuicfY5BDr8vp+8uum8+JGy6ftanpXkHI1B1Fxo19\/tpd+MOiE9O+accvmmjqjyAH8VMK1XHD3axwBn1HNPkxcAXa2CHbNjZIgVARSe+6sSYI2FZEPur2Kvln6XMLp7HpPD8Z7PkYNcR3aKztHtZlNivx+yMlIikndLvrIfVlQahR0suE7XkVINmqvI12vUSO9rhEu4vy7mpcCbKM4yy9o+cKnenaEJ14GQKHA+hdUcUabY3T7SSHEMovSPK8LVo9Gqa\/7XOsAfiSEVp+R+YVSitotN8XNRu\/GlDBWZKHl9MOP\/zIdIBwMHqlqH5O9RRmSxAM1xDuxQoeEBl2k\/yllKuIkd0+EszhV\/jB\/NX\/JuXFBxi5sc1gf0mBTAXv0\/Ar1m839weVLu+tTUKp4rzHVEY+hPI0hdbxYuCNteJSk9vhaN7j5Z4AXPSggPvsGVpif6hOpBWrUb13oeAJoJUB4\/TaGUjJN6QQgGG4+z38RYMdqI\/2o6eoWfR4iN\/\/Xix9KLsrgRc05TcXsKxLkjzNG\/D7e5tzkcojZknDIxpZ8aZlSIc9Q3xNCR1YeG6A+u430Mx3AatJLy0LWKlW6owpFIYm1nArPJMsAZPjUQ9NXbfrhbGr2StXBENr7+MPceDnFkMPBYPQZaqsC36iqyTRsIRuRivgl+vzdauBBeqySPNJzM6PGm8ssWJwzePy8soRvjHeHbb0dabiB7PftQitKT1vKhY3o0AQBU1bgyAB6MU5Qu9ZK8MlJsqKjwpTvC4k24j6V9zoCxkZOz\/jiwVvJsgFkR37UsWwGTe0nWL+u4mM6jZu13xVd+KH+B00ze5XPhePQxfyO0L2fT2FM6kmwe48Crzy2U0SQOVJVwkR4StdrLB0oKF0MGePoBP6XrilimKtj519dNv7s3WmSNADudWp8XpaUUUdYZykc7t63a7UTzBfMHKp5NfwvVsEuB8bqyZKfukqwanF3cU0RVzKMT4LLZ3ke788Tam9B+Yq1k8Ikmf2lfaeUwc9i\/TfIOjTAwhdzgCFZnOOhsmvQ27PfZBa9+nkFjQB\/tpVYy5h55W9Nqi74HYdlmrPOdto29AstbncYXGh7Ez2AZqSbWavcoEff2CPxB+QCpl2gkgRKvGEVZGgvviY0HzONHtUcaiLP4CZCVVDOrmXwIvesY07c9PWPQWg3igQxDh2r2VNE\/Y2V6CEuRWat8dLt9rMwjOHM9HcVliP9jotCVnUcMMJx4Vl+vjCRhSPmVjo5OQJkASKyvv\/PMK5U5jGNmIISoQ1TjYqqtogkhKIg47M7HNEaMmVp\/iONjngzBA2u\/qgQZwRuLXT0oDGgX729V1ps3WdmpSiMxhTU0tf5W28vURBjLchu1dNo46iuuMgVLqlU+3WizXWLAJbuofuk5pTssMJUMOiEDG1UwH16M6ANq08TLiyZZxtG7XhF6jnZu3QakywlxF7ZWh3l0QedCgNgyTdIxbc0QAUQrO1iVhoWHE15ddB2hynJfbyIKMQgM8EOMQVxIA+nrvmn11JnIEG\/WBRC5sgqE4b7f5u1Ss0nQeGj6guDnx+TFRDHeTLNw\/aJ3TRkyvPPyedStWEkUchVm86Iij955QefyrrKs6Tzod989pCKSl1Egq8cT2cPHAm2IB\/7xxOkrGs5THAo7qRdl8MDemjckMDtEjd1ShrYt2KDGes0cwGExXlOsDsK5w2cAscxfo6hzuhw8RnX7NQ9dQPjidKwrDRwR1hN19c5XVKNKEa3CXL\/+Vgb53+BL2Ls3+JEuqQSQSQ3wc\/y+5AWUCvyiMc4kp7lnVuYq\/My\/udtm1YNuXli5\/Ep2N\/B69W6aS5BAle7sTD42+24cVpn+mMhX778Ag5KWA48LOyoEdtgsJU2gT086XmClWAk0US99zre6cZcuO\/kvm870UC94M3SP1QJqV8YkBvvp3\/9Ofi8a1AQzrVtpCtLQ+aqn6tSV2dUyKF+wNdf9SdWQjVn\/WUK6lB5Fm46+59WOdO48xge84BwEnTsMbmlB9YJV8SqvizUNAoE\/wf7WyinuNJnwToIgv9QGa6qa5mNxxUATvLke9MwGm6Z9DkBSlxtg3qT+yrS54yX86TzOvfi+YOuiFUUU+CauJ1hBMILXFxOGcEJBV9KyR8\/8C+jbtChVw3Ny88IUQ2SzjA+LyVuUhcI9qXzL6QgHaaGSVNOH9IpA0Lda4KNzTjNb9Y7QSrwNgGx8P9\/\/7R2P3Owes18na1QAfRF9PXR6FWSNj\/5JmWk\/DEz7h2ZkvWHSErltYWwW9i52lmlyFO2B6ySF23N1\/ANCW8977vsSxjASqr6sAZmk45ijYQiACwBKPtiZIWQM37bQSzQuCHRXHwkDUXYH4j8\/HwXCd4MgcqufvN4oeM0flhAxrpTLeooW6oUj2BUFxkvWIAnZBbWtcJeE1x+O7r9\/VjfR4+aIv0ATDwF4eqKIty7f\/ZYLFvKFoZYCX+xwF2WfjNXRxQPDFy4qTcqT6zvOZb+c65jEZCMnU4++CUnfnqjMIgzulpG7XN7Mz4ISjKIbqeSwa6PxhrwCcOhAz+DGkyQinwaSqa0Xuz1s2j0KmdIrnHfYzPNVkGdCDTyNw0+zHuj\/dWUwVlHUzX31p5\/SJQaP\/XEChv6e\/g\/kJJ6xWdQgNwCA1yhMaJ8waQfdRQ8wbER90oFgqPLdaK2BpDhNt+EhbJexibZxyG6famdecCsG1dH4EQlDrQeJS4WviCfQcD1IHx9B0jt1EUtgxkhKOApIl6BbdTn6AvM7nDLfqv5f6YsUY\/esxz+gKHGf1J2l\/LBMVBjTS9Xq2gk0kJ+5+KkNdFkgAQfdL6FihYSrMIE3iaF7dXNHQNYicKEzS+2hDIY1IswX7J\/+TNUYos1WpMXzj424oyNFCOZpBCjg6n2cfLVqeqgw1GR269Wuf1b11LKVbamwqN5+a3lX2N\/Z0uOhvswdB7WNe19p0XbEuLiap5pNob6w1oRqecV7w6pD+1OjojsoxjWuXMancBigBEQknju1cyHxrCjVyypiVmDmGs0t2KZYkNSHmCB7f+Ws\/awpky9yJ6kkgecANemHIpcYCWi3HkAjcw3An9Jt4Vo\/vks5Ll30wc9EZklAQS0=","iv":"41adf597ce7907d6913e784708e8b80a","s":"ccb09c430050ca93"}
Robert Wilson is director of strategy and creativity at RPM