All the world’s a stage,

And all the men and women merely players.

They have their exits and their entrances,

And one man in his time plays many parts,

His acts being seven ages.

Just like the Seven Ages of Man described by William Shakespeare, a Luxury Brand ..

Why is it that certain brands are the epitome of luxury, while other similar or perhaps better ones are not? What is that secret ingredient? How do select branding experts know the nuances? An academician of the stature of Dr Mahul Brahma has analysed the myth and the vagaries of the human psyche. He has shared his insight in three books on the subject. We bring you Dr Brahma’s exclusive article for the readers of The Luxury Chronicle, on the mythic value of luxury.

When Lord Alfred Tennyson said more than two centuries ago, “The old order changeth yielding place to new”, he may not have taken into account the extent and speed of change. The sluggish eras of entitled landed gentry, industrialists and ageing corporate heads past their prime, who were wined, dined and wooed as the target buyers and consumers of premium products, has given way to new tech superstars. The goal posts have shifted, the rules are all new and those who have a clue please raise your hand! The Luxury Chronicle continues its dialogue with the experts in the business of luxury to figure out the conundrum, bringing here the views of Dr Mahul Brahma for our esteemed readers.