u1492637478_A_Trojan_Horse_standing_on_a_beautiful_landscape__7af8af3d-ae18-47a2-9dd1-9737fa736f87_1 Global The Reverse Trojan Horse Strategy: Sell the Expensive Thing, Give the Cheap One Away In Brief In the classic Trojan Horse model, brands sell the cheap thing to unlock the expensive one. In the Reverse Trojan Horse, they flip it: sell the expensive thing to build status, scarcity, and credibility — then give away (or scale down) the cheap thing to dominate culture. Luxury brands, By Tobias Dahlberg • 4 min read
luxury woman 1 Global Pricing as Positioning: Why Expensive Beats Cheap (Even in a Downturn) In Brief When markets tighten, most brands panic and drop prices. The signal: smart ones raise them. The deeper truth? Price is more than a number — it’s a story about value, confidence, and positioning. The shift is from price competition to price communication. The opportunity? Build brands that use By Tobias Dahlberg • 2 min read
