The ultimate purpose of branding is to facilitate price premiums or increase the volume of sold goods. Sometimes the situation is reversed when pricing is used as a tool to increase the attractiveness of a brand. So far, nothing new. Pricing strategy, although important, is old news. To achieve sustainable advantage these days you have to to deliver brand experiences, no? I’m not so sure -about the sustainable part that is. The more experience we consume, the more easily we get bored. There’s a new iPod out every twelve months that we must have. We simply have to get bored or the experience economy breaks down. As experiences decay, so do price premiums and we end up with nothing.

Maybe the solution is to price the shit out of the product (like the £84 million London apartments depicted above)– a quick and dirty way to achieve price premium, create brand equity and publicity from day one. Good idea or not, TPL has recognized a recent pattern in bizarrely priced products. They do not follow any conventional pricing strategies so today The Planning Lab invents the term Bizarre Premium™. Download our latest Inception Pack and be stunned about pricing.

Download Inception Pack volume 2 (786.8K)