Please tell us what topics you'd like to have discussed on the CoBB, by filling in this CONTENT SUGGESTION FORM⁠ It only takes a few minutes, and it will help us provide you with the content most relevant to you. **************************************** In this episode of CoBB | Conversations on the Business of Brands, our hosts, Sharan and Sudeep, dive into the seemingly paradoxical world of premium brands seeking mass market penetration. The episode challenges the traditional notion that high-end brands must sacrifice their luxury aura to appeal to the masses. Can premium brands truly blend into the mass market without losing their luster? It's not about indiscriminate price slashing. It's about strategy. They delve into the art of smart pricing and packaging, illustrating how brands like Harley Davidson manage to retain their premium status while making their products more accessible. Think entry-level luxury that doesn't compromise on quality. Then they go on to tackle the equally crucial aspect of accessibility. It's not just about being available; it's about being aspirationaly reachable. They dissect how brands like Dove have successfully navigated this terrain, not by cheapening their product but by repackaging it for a broader audience. This episode is a lesson in maintaining that delicate balance between exclusivity and reach. It's about offering a slice of luxury that's both tempting and attainable. If you’re in the business of brand building, this episode is your roadmap to navigating the tightrope of premium brand penetration without falling into the trap of devaluing your brand. Tune in and get ready to be enlightened and entertained! As always, do mail us your feedback, comments and any questions you may have for our hosts at [email protected]. We love hearing from you. SHOW WEBSITE CONNECT WITH OUR HOSTS Sudeep Chawla - ⁠Linkedin⁠ Sharavana Raghavan - Linkedin⁠ FOLLOW US CoBB - LinkedIn ⁠ Instagram⁠ CREDITS - Album Art & Design by ting.in - Voiceovers by Anjale Stephanos - Audio Edit by Janhavi Pethkar - Music from Zapsplat.com