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Exclusive or mass. Not both

Posted by Navin Harish - No Comments

You can go for exclusivity and quality and make a lot of money. Apple is a good example. You can also go for quantity and still make a lot of money. Microsoft is an excellent example.

However you can’t aim for both and be successful. Choose one and stick to it.

Happy birthday Steve Jobs

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An exclusive deal… for everyone

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.

This is exclusive, a credit card for which people keep pestering you is not

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”!