Nov 9, 2020
4 min read
Winning in Aspirational Markets đź‘‘
How to select the right value architecture
Aspirational markets are not a zero-sum game.
Consumers compare aspirational products with experiences, access, socializing, spirituality, charitable work or self-actualization: a concert can be equally desirable as a bottle of vintage bourbon as a pair of rare sneakers. This makes aspirational brands all part of the single market and…
