. Positioning is NOT relevantHead-to-head positioning and differentiated positioningLuxury has flawsDon’t pander to customer’s wishesKeep non-enthusiasts OUT!!Be careful of dilution.Don’t respond to increased demand.Dominate the clientMake it difficult to clients to buyProtect clients from non-clientsThe role of advertising is NOT to sell. Communicate to those you are NOT targetingImagined price should always be higher than the actual price!Luxury sets the price NOT the other way roundRaise price over time to increase demandRaise raising average price of the product range over timeDo not volume sellKeep celebrities out of your advertisingCultivate closeness to the arts for initiativesDon’t relocate your factoriesDo NOT hire consultants!Do NOT testDo NOT look for consensusDo not focus on group synergiesDo not look for cost reductions Just sell marginally on the internet
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