Chapter 10

How to create a positive image

Back in the 1980s I used to work for a large American corporation. One of its subsidiary companies was a world-famous cosmetics company that produces a top-quality, top-selling face cream. At the time the cream sold for around £40 a pot; £40 was a lot of money in the 1980s! I was quite shocked when I attended a meeting where I found out about the manufacturing costs and discovered that the glass pot and the packaging cost three times more than the contents! But I shouldn’t have been. You see, it was an excellent, top-quality product and the expensive pot, packaging and branding created a positive image for the product that made customers comfortable with the idea that they were buying a premium product. ...

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