Adding prestige to your portfolio
- Kogan Page, 2021
how to use the creative luxury process to develop products everyone wants
1 The Luxury Opportunity: Upscale and Grow Develop New Core Competencies-- Enhance Recruiting and Retention-- Energize Your Product and Service Development-- Strengthen Your Supply Chain and Distribution-- Expand Markets and Grow Sales-- A More Competitive Stance-- What Exactly Is Luxury?-- The Traditional Luxury Sector-- Who This Book Is For and What You'll Get Out of It-- The Creative Luxury Process-- References-- 2 Switching on Luxury: The Tools of Creative Luxury-- -- Luxury Driver Theory: The Switches -- Systematic Inventive Thinking: A Creativity Process for Breakthrough Results -- Customer Journey Mapping: The Moments of Truth -- Feature Benefit Laddering: Why People Actually Buy Things -- What's Ahead -- Chapter Summary -- References -- 3 Transforming a Product or Service to Luxury -- Selecting a Product to Transform -- Feature Benefit Laddering -- The Multiplication Technique -- The Attribute Dependency Technique -- Chapter Summary -- References -- 4 Transforming the Shopping and Buying Experience -- The Mind of the Consumer-- -- Being a Consumer Is Hard Work -- Reference Groups -- Transforming the Shopping Experience -- Transforming the Purchase Experience -- The Scarcity Switch -- One Last Switch: Creating Luxury Choices -- Chapter Summary -- References -- 5 Transforming the Usage Experience -- Consuming Luxury Is Hard Work -- Luxurizing the Surgical Training Experience -- Take a Virtual Tour -- Your Luxury Switches Scorecard -- Applying Creative Methods to the Usage Experience -- Chapter Summary -- Reference -- 6 Transforming the Post-Purchase Experience -- The Post-Purchase Phase -- Distinct Brand-- -- Building a Distinct Brand -- The Branding Process -- Brand Values and Drivers -- Brand Architecture -- Brand Personality and Identity -- Launching a New Brand -- The Luminary Fan -- Brand Alliances -- Creating a Brand Legend -- Chapter Summary -- References -- 7 Driving Prestige into Your Culture -- What Culture Is and Why It Matters -- Link to Strategy -- Diagnosing Where You Are Today -- Benchmarking and Strategic Alliances -- Creating a Prestige Competency Model -- Training the 'Prestige Way' -- Driving Prestige Through Process -- Running a Prestige Pilot Program -- Involving Customers-- -- Evaluating Ideas -- Keeping the Momentum -- Addressing Organizational Challenges with Prestige -- Sources of Resistance -- Persuading People to Accept Your Ideas -- Chapter Summary -- References -- Index--