Adding Prestige to Your Portfolio

Drew Boyd is Associate Professor of Marketing and Innovation at the University of Cincinnati in Mason, Ohio. He trains, consults and speaks on the topics of innovation, persuasion and marketing strategy at Macy's, Toyota and Procter & Gamble. He spent 17 years at Johnson & Johnson in marketing, mergers and acquisitions, and international development, where he also earned his first of five patents for medical devices. His work has been featured in business publications such as The Wall Street Journal, Bloomberg, Industry Week, Psychology Today, and Strategy+Business.

Chapter - 01: The Luxury Opportunity – Upscale and Grow;
Chapter - 02: Switching on Luxury – The Tools of Creative Luxury;
Chapter - 03: Transforming a Product or Service to Luxury;
Chapter - 04: Transforming the Shopping and Buying Experience;
Chapter - 05: Transforming the Usage Experience;
Chapter - 06: Transforming the Post-Purchase Experience;
Chapter - 07: Driving Prestige into Your Culture;
Chapter - 08: Conclusion;

"A step-by-step guide for adding prestige to products to draw attention, attract customers and drive sales."

"Consumers, even in a rocky retail environment, are always looking for that special experience that transcends the day-to-day minutiae of their world, and makes it magical. Even small luxury product and experiences matter, and are something consumers will spend more for. This should be mandatory reading for businesses looking to grow their market share by elevating their offering."

"Inspires the reader to tackle the ingredients of innovation and turn any product or a service into something unique. I suggest this reading not only to innovative thinkers interested in luxury, but also to all the managers and entrepreneurs looking for disruptive insights into customer experience innovation."

"We've always known that creativity templates have many applications. But the next step is to tailor it to specific fields. Creativity is a general topic that can be used in many fields, but a specific connection between creativity and the selected field has to be investigated, defined and tested. Drew's latest book is the first successful attempt: it takes this idea further by mashing up creativity templates with luxury templates. I have no doubt this will pave the way for other "mergers" and open up completely new avenues. But, most importantly, anyone who wants to innovate inside the luxury or prestige goal can find useful techniques and many examples how it can be done."