The most luxurious shopping mall in Athens is probably the Golden Hall. Most of the tenants are shops on the higher end, which offer their premium merchandise in there. In general, for a brand to sell something on a premium (ie. to “decommoditize” it) the marketers usually tell a unique story about the product/brand, so to generate demand for the item and justify the price premium.

Continue reading “Assuming the responsibility to tell your story” →