Marketing And The ‘Madness’ Of Luxury Goods

Good article in “The Economist” titled…

“Salesman Of The Irrational”

It’s all about a Swiss marketer called Jean-Claude Biver who has an impressive record of success in marketing  high end watches.

Couple of points to note…

1. What he’s really selling is exclusivity and cachet.  It’s not really about the watches.

2. Note a great example of differentiation with the Blancpain brand and making a virtue out of what was seen as a problem.

You may not be selling $100,000 watches but there are great lessons here for any marketer.  The key question…

“What are you really selling?”

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