In this episode of the Brand to Fan Show, host Lauren Teague dishes with an executive strategist and keynote speaker, Neen James, about your fan’s mindset REALLY matters. She breaks down the four archetypes we all fall into as customers and explains why we focus more on experiences than things when we think of luxury.
The pair works through a three-step process to assess your customer’s mindset that anyone – not just luxury – can use and share the secret to ensure the messaging is designed to attract attention.
Neen James also invites us to examine a master plan that goes beyond getting attention and actively builds brand advocates that stand the test of time. Here’s a hint: you want to make sure your message is just right so it attracts the people you’re trying to reach.
Finally, the champagne-loving strategist points out how taking away the big and little annoyances of a general process can help you stand out and offer an elevated experience to tap into a luxury mindset.
All that and so much more on today’s Brand to Fan Show.
The Guest: Neen James
Neen James, CSP, is an Executive Strategist to senior leadership and luxury and legacy brands. The author of Folding Time and Attention Pays, Neen James is a dynamic thought leader known for her energetic and interactive presentations on stage. She became known for her love of stilettos, champagne, and luxury brands, which unintentionally became a part of her personal brand strategy. Her evolution as a thought leader and branding expert shows the importance of being true to oneself and embracing what brings joy and inspiration.
WHERE TO FIND NEEN:
Meet Neen on her website
Learn more about her Luxury Mindset research
TL;DL (too long; didn’t listen)
My key takeaways from speaking with Neen James on Brand to Fan Show ep15
Luxury is about experiences and not things; it’s a reward for hard work
Neen’s research with Audience Audit identified four luxury mindsets: Reluctant and Removed, Pro Prioritizer, Confident & Content, and Luxury Lover
The three-step process to attract buyers and build advocates: assess mindset, align messaging, activate the master plan
Examine your team’s own archetypes and be fluent in all four luxury languages to express messaging that reaches all your audience
Use social media authentically to turn the mirror on your fans and make them part of your story
Developing a luxury experience is about removing pain points and building exclusive access and offerings that are authentically provided but elevated
Creating a brand requires knowing who you are for and defining your unique offering
Be abundantly clear about who you are NOT for.
WHAT ARE YOU A FAN OF?
Neen is a big fan of Virtuoso Travel because of their ability to offer clients customized and unique luxury travel experiences. She says, “They’re good at customizing experiences and creating unique opportunities. And they don’t just do it in hotels; they do it in cities and specific destinations… It’s not just about luxury; it’s about creating that unique experience that nobody else can replicate or duplicate. That, to me, is worth its weight in gold.” Neen believes that Virtuoso Travel goes above and beyond to make their clients’ travel dreams a reality, and their attention to detail sets them apart from other luxury travel companies.
WHAT IS YOUR FAVORITE PIECE OF FANWEAR YOU OWN?
“During one of my client’s generous gestures, they gave me incredible tickets, complete with spending money. It was for the Buccaneers game, which happened to be Tom Brady’s last game of the season. The best part for me was watching the fans; they knew all the songs and the entire experience was amazing. I even wore red, which is not a color I would typically choose. What I loved most about it was how the whole family could enjoy the experience. It’s hard to pinpoint a single item, but I must say that the Tampa Bay Buccaneers have done an exceptional job of bringing the entire city together, regardless of age.”
Brand to Fan Show is produced by Teague FC and supported by FanWagn
Audio production by Bryan Griggs / Griggs Production
Producers: Kimberly Voorhis, Ashley Ruiz and Carrie Hellbusch
Video Editing by Garrett Teague
And I’m your host, Lauren Teague.