02 — Positioning and Identity
What luxury is, what you may call yourself, and how a brand with no history becomes credible.
SourceUpdated 22 Aug 2026
02 — Positioning and Identity
What luxury is, what you may call yourself, and how a brand with no history becomes credible.
| Video | Focus |
|---|---|
| Luxury vs. Premium | The definitional keystone — and why "high-end" is meaningless |
| Does your company need a heritage story? | Heritage debunked; what to build instead |
| If you have to say you're luxury, you're not | Branding as behaviour; "plumbing not frosting" |
| Why Your Best Clients Ignore "Limited Edition" | Real vs performed scarcity |
| Why loyal customers can't make you luxury | Authorship; third-party validation |
Topic syntheses:
- vocabulary-and-definitions.md — the words, precisely defined
- credibility-without-heritage.md — building a new brand that holds a price