Tag: sydney-frank
-
Narratives for Selling Premium Goods: The Grey Goose Story
People want to pay more in order to own luxury goods, but you need to give them a reason to do so. That excuse? A compelling story. One man that subscribed to this idea was Sydney Frank, as is evident from the strategy he developed for Grey Goose: the ‘superpremium’ vodka that Barcardi bought for $2…