![Brand storytelling is the foundation of the brand, while terms like “best in class” are simply objectives and not a direction. Image credit: Shutterstock](https://cache.luxurydaily.com/wp-content/uploads/2022/11/jing-daily-113022.jpeg)
Why striving for ‘best-in-class’ service creates zero value for luxury brands
Posted By a Luxury Daily columnist On In Featured,Industry sectors,Marketing | No Comments![Brand storytelling is the foundation of the brand, while terms like “best in class” are simply objectives and not a direction. Image credit: Shutterstock](https://cache.luxurydaily.com/wp-content/uploads/2022/11/jing-daily-113022.jpeg)
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RpkQl8AToTYQdVXn\/Twej0rOryA13LgojHFhTXarO9hNH8GCV0OWNcJItsUmXmUSL5AI8Qe+F3IH9b9iJHf7opF5tZPPkLaMdqSdKqTWzeEprUzhpsXXoG5muFa3bz6khoAsFn4w5wi59x291PGSjogOr+1P3igodeN0fU6YT2XqmXGN+kA620Yy6kTa\/nfo9qRTMs8KLXKymnMYKat8PtMFTFoTaJTtQ5jfGyT502Hjo+fXEf16b+TSKYeD+NTF2wCrNEVLjhTEz8PaD1PZUq0DBQ+2kM7UFfblfbC1Z\/PKOB8n0UvuMBj7xcWXMlTOSbs8OXNUvux97rkM5ZI10t4cePcB1mGpvxn+5gy41oQWIrslNs7bH2+CpjhecSdzIM5q2QadC24BIg6cI4AtRC0tUtVh2pfTy1sajo7b\/LrNQIiDBugnjMpeOrMQ8e7uF\/Nywb7kWc4uPaCgCKMdJPBOTkT5diKPz8Lrka6+NEHzLMI86itVwdvtEGlmlaPwWETItXQkYMar3FmLMogjHKmSJCQhTJiljElzvN21US2Tam0nvoDMCN0WlJRewFZ0aj7\/e53Bws22+WuCOVlpD9E2ggLAeXi\/EYzm\/q5LnZoz6f8Y5rzTStoukGmSz9U\/WND3En\/WXpHbq5I+41MKdrj8Z8R1CO\/hPBklbIm\/YVvKXP6wE97tlT1F2HrNIL4Pc8\/h9X3KjOfBshg4tqEAUGPkiFgDcfc7AJ4Tw0pemhssEtCGsMWdOpLNTKgFk6CK8X5nPjAzVzRl4LufZNdEOCAkQhTH7GpLgcP+CUbVgd3inqQDRdX7tOpFBZkzaPDh55qxZ2BVJYHXYhK8+zz34qcyWocDbM1VsyysvRK9\/xCiv4ry4bIs2yPgqgFk5VhDt2XfF1D5QLVg6yp+vXw1TpkPRgsXzZKmkmDMMtbGt3G8xJ0v7hQEUEsVgQF7TR+moBiaYFmmDzKO\/amCETNyUVMjZGF6f\/XfHsKeUfO6hL2C\/MN6fasYoHdbMu+lzIbFBKu9lcJwe5N9sD4v6BTU8Smr1sAjSRkS7Yhf5vimRNVZwD+pwba5Jki33GDqZ7deim1cEUoAVkF+QLbtg4CDmI9JQMhBrR9vimpymG8T9+\/\/q5ozFZ\/UGuL4tpa9\/tM\/yOpB0h36vE938fbajOxwYs0FDFGWSYo\/XDOw3blCOoyEkzuxZ8tfZ\/RpNvzAqzyzWuxecqOWgpUWBmEUWTXyX2A5Cx2X\/Mtjm0xz4lZmXI+Vyodk0oogJ1VKoWmXI4Z6hNzso9asbfBNINevarkqYWugw+2yEk3lJzEe\/SKJCgGFQnb8y24F5WFDD7\/01cHOakt0hCKrJHSqQwJw\/NPe7MhPwRmwhODWBXoKNKniDHck82ZPJvj\/1LVBduNlXdeXnF7Ac26G+VVGymOrlmzE5VH3oGxi\/JbJCWWiLEFANxpE1vPDyG9QzHJUl2DaKSJVOMHV959qd3MeO5QtH\/gbqV8zmv\/st77KPOFXJwAoNDN6Qf3L26vuG0JlmiQS81FTikM+\/SKusuAGzo\/x8O9PLQ7Ess8rECDRzqKo3cqASdIFmOhh7i0rH2qhr+x\/WZfIM4epKRTxXL9NCIbroNDxCa60Haa9P08yBPUsNYRcPoLmqcOmnx2w0dNvM31OvphW7rZ\/cjA5W3f75EGVSzp1zVDT6UY3zG+aIv+YFYowwvnUQjo4rBWFr2rezVf3eYTPeb2L4C5aMgM+MGTRX0H\/0OionVMxbYO1FXhm3so2nHM1jYeBdxxqp0HtHjGQPPuuAZ0q9Hnr67oBxHqLO6n3\/IiO1JdyP3aXgXOKBVD07jQth7vVXaqgGfo9Ku1pji6N8n6yS2\/24sI9DzdgIp8sLJc\/D2M4aOUE9isJOC8NbjpQurrwASuhjV45MJvXhIKd2uZVDw0koaDIE50JlNBoFt6cAFAe538TNvPu2YTvb6X3eKDpy7HOwd9tHadqS1TCYov5w593dZKvpgh2mJ5AgKo9dW4cd\/IdjibOVuK2i2D6Vhfy3cwWaYMQxJttzycZ3flNq5geeJUf6bzDXt0CyngMX+c+b\/GUE\/N1iJ\/z5Xxa3YE0tUu+tz+OmONGRdhN1a8VQNx2hPzCGP7dpupR+ZTw5j9buYc\/+wWaaR0zYbRxJL7TsyCZaD\/4iQ4gNeYneBs4pd22bN9BVBR+UNeaHTUJ3ab1rW4bmPE4z+fZfk9fLQ5feoaaNA5K5QGbMTC6k1JIadjZmIy\/u0gY7QSvUs3A5d00PwmsGb46EmH+b5DLOT4tmRDQXHBGhFx+qcMSy7wK4wKYowoNCbFB0iacEJMo1i46XANCywupYNjUW0wMOxDi4tpf4zdPR\/nf2AWSUMFAM8FuvOXp6zHYknE\/xseM9p0UqrrIK5LAvXtK17ePjXH+xoSg9bPpYi1SNgeGzbaWf0ZHqTeh3LfN7jux1v5u6GsnjXLcU+yuKWl4V\/d8aDXd6gosUdDOpX\/FoB7D5eZMR682Hrxww54EaOiA5lgzIRItJkpDsjaaGVUed3d0zx9jvDpmmWb7R4pRcVhxURtjxZviD2capzy2IuDpYDEbKiT6ITb3XuI1vh+1DASVzoHZG5UaI6K1oBCnWku1ZnenXVI2v87tj5dOEYF9nqTwwSZzlMlQx5+xLhwLa1FDMrk5YCG7SwgLDS9lduIO1UyOyPpTFN02\/NmVC4K1tF7bcbqKCNQlDEGdTqVVh2TADxKtrTb5aa3thGoh2TFkZNbivI3OOFbhFydPpjJVmvsv3nSxks0XgnsMhhAF4HB\/WLWE6Qd0AWKRIC75hv94wXat9Cm2NzeNh9cVqhxWH1qFjqbltxzwwTSVq0fcLW2UNpWiLA+Fj\/RKYiyApQn05sTrr7XWjd1WpoSQlauRtjdfoG1+n+VHT43JTK7POl3rYPwchYv9k=","iv":"8a7e8755e2d41901f5acafcc22153f5c","s":"e3ae4bd9325daecd"}