Musings in bronze by artisan jeweller Lucilla Giovanninetti

Mixing Luxury and Commodity is Risky Business!

Seth Godin, marketing guru, academic and a prolific writer knows something about branding.  One of his wee blogs got our attention.  He suggests that “ubiquitous distribution is overrated; exclusivity is underrated; scarcity creates value”.  A bit of a mouthful, but simply put mixing luxury and commodity is rather risky. 

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