11th October, 2010
Posted by Navin Harish - 4 Comments
One of the best ways to make a luxury brand desirable is to make it exclusive. People want things that are out of the reach of most people.
A Mercedes-Benz SLS AMG – this is exclusive, a credit card for which telemarketers keep pestering you is not
The other end of the spectrum is things that rely on volume and trying to make them feel exclusive is the most idiotic approach. Take the example of credit cards. I got a call from HDFC bank informing me that I am among the lucky 250 people who have been selected from Delhi. The question asked when I tell them I don’t need a card is “Can you please refer someone?”
“Refer” someone for something for which only a lucky 250 were “selected”!