I was in one of my excellent local pubs having a pint of Guinness on Saturday afternoon when I had a flick through the Financial Times ‘How To Spend It’ supplement.

I spotted the Sean Connery tie-up with Louis Vuitton for its ‘Journeys’ project, but what a disappointing consumer journey I discovered. Oh the irony!

I thought I’d check out what Sean was up to so went to the Journey site and low and behold I couldn’t find Sean anywhere on it. I went to the site with a purpose and was disappointed to find what I wanted wasn’t there. Instead I was presented with Bono. No brand bueno!

No matter what sector a brand occupies, every consumer journey is vital to brand survival and growth. Louis Vuitton is an ultimate Pleasure Brand and pleasure brands more often than not carry with them greater emotional connections. These connections have to be continually nutured to ensure that brand desire is maintained and developed.

If you, like me, don’t own any Louis Vuitton and have no particular desire to in the future, but you are a Sean Connery fan and might momentarily consider the brand, the experience absolutely has to capitalise on this pivotal moment.  Louis Vuitton have not.  And yet it’s so simple – if you’re going to drive people to branded content, at the very least make sure the content is easy to find when they get there.

For me Louis Vuitton Journeys is a poor, celebrity version of David Lynch’s Interview Project which was brilliant and utterly compelling. I’d rather listen to genuine everyday people with personal stories to tell, rather than celebrities being paid for their association to a brand. Check it out if you haven’t before – it’s wonderful stuff.