Sublime

Prestige, quality, and design are harder to put numbers on.

Experience has shown that it is difficult, if not impossible, for one part of the firm to create a strong “frontier expertise” reputation when the firm is already well known as a low-cost provider.

Less but better

Premium pricers have strong brands: One function of these strong brands is to transform a technological advantage—which is often temporary—into a long-lasting image advantage.

The first school is represented by “classic designers,” such as my friends Dieter Rams and Kenji Ekuan, the late Ettore Sottsass, Jr., Mario Bellini, and Jonathan Ives. These designers can run their own studios or be corporate stars. Ten or fifteen years ago, I would have included myself in this group. This school’s approach to design is both logic

greater brand level discrimination –

Brand buyers