What makes a brand a luxury brand?
People often think about the answer to this question in terms of quality of the product. More and more, however, companies are realizing that the experience they provide contributes just as much to whether their brand is viewed as a luxury one — or not. With successful luxury brands, every interaction is distinctive and finely tuned; they deliver the sorts of experiences that customers enjoy just as much as owning the product.
But how do luxury....