The Luxury Strategy by Jean Noel Keferer and Vincent Bestien

The book 'The Luxury Strategy' presents 24 anti-laws of marketing, advocating counterintuitive approaches to luxury branding. It proposes forgetting about positioning, having flawed products, not pandering to customer wishes, and keeping non-enthusiasts out. It emphasizes not responding to rising demand, dominating the client, making it difficult for clients to buy, and protecting clients from non-clients. The book also suggests that the role of advertising is not to sell and recommends communication with non-targeted audiences. It highlights the importance of the presumed price always seeming higher than the actual price and asserts that luxury sets the price, not the other way around. It advises raising prices over time to increase demand and raising the average price of the product range. The book advocates against selling, keeping stars out of advertising, and cultivating closeness to the arts for initiates. Additionally, it emphasizes not relocating factories, not hiring consultants, not testing, not seeking consensus, not pursuing group synergies, not aiming for cost reduction, and marginally selling on the internet.