Are you one of those that think private Gulfstreams or 737s are nouveau-riche? How about a private Airbus 380 double-decker jumbo jet? It comes with a hefty pricetag: $400 million (SEK 27 billion) and because of its size you won’t be able to land it on every airport. But who cares when you can build your own airport?

Luxist
CNN Fortune

Earlier post about Bizarre Premium pricing at TPL

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)