Wealth of influence: How do you market exclusivity and "elite-ness" to the super-rich?

This paper discusses how luxury brands can create exclusivity and desirability among the super-rich (defined as the wealthiest 5% of a society).
Wealth of Influence

Wealth of Influence

How do you market exclusivity and "elite-ness" to the super-rich?

Margaret Johnson Leagas Delaney

At a time when detractors label "traditional" media, particularly newspapers and magazines, as yesterday's media, it seems almost counter intuitive that a number of lifestyle magazines should be launched internationally. Yet that is exactly what is happening. 

Some recent launches include T, the new weekly premium style magazine from the International Herald Tribune, and Intelligent Life from the Economist which covers fashion, travel, gadgets and premium lifestyle issues and interests. These will be followed later this year by a...

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