Phillip Starck, one of the most famous designers and artists in the world, provides us with a good example of this. He exploited his reputation as a designer to provide services for the super rich, designing ad hoc yachts and interiors for the wealthy that wanted something truly "exclusive.

Ensuring that this positioning is clear and does not dilute over time will help in capturing the wealthy emerging-market consumers. How is one capable of selling luxury products to people?