If we look back into humankind’s history, we will notice value is getting more and more disconnected from what it evaluates. The financial worth of something used to be linked to its scarcity. The jewels or the gold on kings’ crowns were hard to find and this is basically what give them so much value. In today’s world, most of goods are industrially made in the same way, so the only thing that can allegedly distinct one’s cost from another is what the final customer is ready to spend for it. In this matter, luxury brand obviously are a few steps forward already. The product and the rational justification for its price got secondary. The most important aim is building the brands a universe so strong, unique and appealing that people would do anything to feel like being a part of it. Brands have become tribe, or, let’s be more audacious, covens. As marketing becomes more and more central in our society, it also becomes more and more abstract. It’s a feeling, an idea, an emotion. Business skills are obviously essential to a brand’s strategy but hiring people from other disciplines such as psychology for instance becomes more and more relevant as brands need to know how its customers interact with it. What will make them remember an ad ? What will trigger the final purchase move ? Sometimes, to find the right explanation to something, you have to dig deeper, go beyond rationality and stare directly into the abyss of your customers’ subconscious. Building a luxury brand is more about casting a spell on your customers than being able to rationally justify the cost of a good.