You could say snooty is the new strong, taking an example from the luxury car industry. And it’s OK to be snooty, if that’s what your audience resonates with and responds to.
Forbes recently named Rolls-Royce the king of luxury car sales for the past year, as it’s seen record-breaking numbers and been called stronger than ever. Sales are rocketing in part because of the moxie of Richard Carter, the driving force behind the brand’s communications. Carter shook up the year by dissing the L.A. Convention Center during the Los Angeles Auto Show, and instead hosted a VIP auto event at a mansion in nearby Beverly Hills.