Vosges Haut-Chocolat is a chocolate brand seeking to make consumption of their chocolate a luxury experience which has grown along with the market for high-end chocolate. The video discusses how Vosges has created a cohesive marketing strategy focused on luxury and innovation.

1. Vosge has chosen a premium/luxury positioning strategy. What are the pros and cons of this marketing approach for Vosge?

2. What aspects of Vosge’s marketing strategy supports their experience/storytelling approach? What are the risks to this strategy as they expand their distribution network to non-company-owned stores?

3. Review the 4-step creative process that the CEO uses to develop a new product and the messaging to support it. How could this process be applied to other consumer products?