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Adding Prestige to Your Portfolio

How to Use the Creative Luxury Process to Develop Products Everyone Wants

Create high-end products that attract new customers with this step-by-step approach that maps principles of creativity and luxury to the stages of the customer buying journey.
EAN: 9781789666090
Edition: 1
Published:
Format: 234x156
216 pages

About the book

Expand your existing portfolio by using the creative luxury process to elevate specific products and provide greater value to customers.

Contrary to popular belief, luxury is a well-defined code that can be reapplied to any other product or service to enhance its value. Adding Prestige to Your Portfolio reveals how non-luxury companies can apply the principles of luxury and creativity to transition parts of their portfolio to luxury status.

Adding Prestige to Your Portfolio describes how companies can elevate any product or service at each step of the customer buying journey (awareness, search and compare, purchase, use, advocate). By applying the creativity technique Closed World Principle, readers can determine which luxury benefits (security, fun, self-respect, self-fulfillment, accomplishment, recognition, relationships or belonging) would best map to their product or service and garner the greatest business impact at that particular stage of the customer buying journey.

Illustrated with examples from industries as diverse as healthcare and industrial equipment, Adding Prestige to Your Portfolio shows companies how to borrow the elements of luxury and sprinkle them throughout the customer experience in order to strengthen loyalty and increase their appeal to potential new customers. Online resources include sample syllabi, templates to aid in application of framework, case studies and discussion questions.

About the authors

Drew Boyd

Drew Boyd is a globally recognized expert, thought leader, educator and practitioner in the fields of marketing, innovation, persuasion and social media, based in Mason, OH. His work has been featured in numerous business publications such as The Wall Street Journal, Bloomberg, Industry Week, Psychology Today, and Strategy+Business. He currently serves as Associate Professor of Marketing and Innovation at the University of Cincinnati. He also trains, consults and speaks on the topics of innovation, persuasion, and marketing strategy with companies such as Macy's, Toyota and Procter & Gamble. Previously, he spent seventeen years at Johnson & Johnson in marketing, mergers and acquisitions, and international development. While at J&J, Boyd earned his first of five patents for a device that makes spine surgery easier. He also founded and directed J&J's acclaimed "Marketing Mastery Program," an internal marketing university benchmarked by companies such as GE, P&G, Kraft and Merck. Before Johnson & Johnson, Boyd spent 10 years with United Airlines, where he was one of the early pioneers of the strategic partnerships between carriers that led to the creation of the Star Alliance.He is a former trustee of the Marketing Science Institute, a member of the Product Development and Management Association, American Marketing Association, and an affiliate of the Global Executive Learning Network.

More about Drew Boyd