This is one of the most common questions when it comes to brand positioning and premium perception. My answer? Show it all but with intention.

In today’s luxury space, what people buy isn’t just your product. It’s your savoir-faire, your attention to detail, your mindset. So yes, even a phone can do the job if it’s aligned with your identity and the visual codes of your brand.
That said, for official campaigns or anything that defines the premium feel of your brand, go professional. Use a videographer. Think about storytelling, angles, light, and atmosphere.

The real challenge is not choosing between behind-the-scenes or polished content. The challenge is making sure every piece you share supports the idea that you're premium. Don’t hide the work. Show it, but in a way that elevates your perceived value.

If you want to understand how to build a luxury positioning and communicate it efficiently, you’ll love the CocoSpark Method.

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