Adding Prestige to Your Portfolio: How to Use the Creative Luxury Process to Develop Products Everyone Wants

by Drew Boyd

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.

216 pages, Paperback

Published January 26, 2021

About the author

Drew Boyd is a 30-year industry veteran. He spent 17 years at Johnson & Johnson in marketing, mergers and acquisitions, and international development. Today, he trains, consults, and speaks widely in the fields of innovation, persuasion, and social media. He is the executive director of the Master of Science in Marketing Program and assistant professor of Marketing and Innovation at the University of Cincinnati. His work has been featured in numerous business publications such as The Wall Street Journal, Bloomberg, Industry Week, Psychology Today, and Strategy+Business.

Reviews

[Darya · Rating 5 out of 5]

I found the book very useful and practical. It has a well-designed amount of research reference and practical advice. Really started thinking of introducing New products in company 's portfolio. The step by step process is there. Also, the book has helped me to walk through my own experiences from the side of consumer and cross-view how the industry works.

[Kit Gladieux · Rating 1 out of 5]

i had to read this for a class. used a lot of words to say a lot of nothing. corpo-speak that drained my soul