Saturday, October 25, 2014

What Do Upscale Consumers Want?

  • High quality including choice materials, fine craftsmanship and superior aesthetics
  • Outstanding customer service including attentiveness, respect, courtesy and civility
  • Exclusivity, rarity and unique privilege of ownership
  • Brands that confer status
  • History, pedigree and a well told brand story
  • Minimized risk

(c) 2014 by Brad VanAuken, excerpted from Brand Aid, second edition, to be published in December

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