Expert Breaks Down Luxury Positioning In Mad Men

Name: Expert Breaks Down Luxury Positioning In Mad Men
Uploaded: 2024-07-23T12:00:53+00:00
Duration: 13 s
Channel: Hiten Shah
Description: A short excerpt from a YouTube video analyzing luxury positioning in the TV show Mad Men. Speakers critique a Jaguar ad copy that personifies the car as…

23 Jul 2024 · 0 min

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A short excerpt from a YouTube video analyzing luxury positioning in the TV show Mad Men. Speakers critique a Jaguar ad copy that personifies the car as an unattainable woman—"good looking, expensive, fast, and frankly, not practical"—and note the brand tagline "Jaguar at last, something beautiful you can truly own." The discussion focuses on how advertising frames desirability and ownership.

The copy is still describing the car as another woman, but a woman you can't have because they have all the qualities of a Jaguar good looking, expensive, fast, and frankly, not practical.
I've always been fine with all that. But what's the line?
Jaguar at last, something beautiful you can truly own.
When you're pitching something that's at a premium price point, make sure you pitch it. Aspirational thing Apple comes to mind where you have an iPhone and it is an aspiration thing if you can't afford an iPhone yet. But then when you can, you have that validation. An example of this is their blue versus Green text messaging.