Anti-Law of Luxury Marketing #2: "Does your product have enough flaws?"

Kapferer and Bastien observe that in the realm of luxury: "...brands are not interested in being the leader in utilitarian or functional comparisons - primarily they are hedonistic and symbolic. Their 'flaw' is a source of emotion".

Indeed, those "flaws" are the human touches that give a product personality and character.

For example, if a "perfect" car is silent and easy to drive, than a Ferrari certainly is not perfect. A Ferrari is an unparalleled force of its own, which adds to its allure.

For more, check out the 10-minute video.