JUNTAE KAI DELANE explains how to make a brand feel premium by limiting availability. He calls this the dream equation: many people want it, few own it. Ferrari produces 14,000 cars a year while Ford makes millions, yet Ferrari commands vastly higher prices and desire.
How to make people think your brand is worth more. Make it exclusive and difficult to obtain. Regular brands try to get their products into as many hands as possible. Luxury brands do the exact opposite by being difficult to obtain. They operate according to the dream equation, which is the idea that there are far more people who dream about owning the brand than actually owning it. That is why a Ferrari only makes a certain amount of cars per year compared to a brand like Ford. The same concept can also be applied if you sell a service. Be exclusive on who you take in as clients.
