It is very challenging to sell a new Mac Pro, Two 2.26GHz Quad-Core Intel Xeon to a person who’s Dell just crashed. Just as unlikely, is to convince a hobbyist golfer to purchase the new Callaway, FT i-brid Irons.
Premium brands understand this is calculating what they will focus their marketing budget on. One of the main strategies set by premium brands is to innovate frequently so that your enthusiasts buy the latest and greatest and then resell their older models to entry-level people. These entry-level people are interested in these brands but can’t come to grips in paying $2,500 as opposed to $500 for a computer, clubs and so on.
The leadership of these brands know something very important, “make a product not for everyone but for the trendsetters.” Because the trendsetters will be influential in promoting the rest of the world… whether they buy or not.