Conventional wisdom on marketing preaches clear, simple messaging that is directed at a large audience and is accessible to as many people as possible. However, if you want to position a product as premium, you need to use more complex messaging that will demand more of the consumer.
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Authenticity has always been an important criterion for premium products. Naturally you would put a higher value on Parmesan cheese made in Parma than if it was made in Detroit.
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For the neocraftsman, the process behind their product is what makes it exclusive, meaningful, and ultimately of high value.
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Ten years ago, things did not look good for the Danish toy giant LEGO. The company was losing
money fast, and was feeling the pressure from new, digital competitors.
Analysis injects dissent and criticism into the ideation process, and contrary to what the rules of brainstorming tell us, this makes people more, not less, creative.
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