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Why exclusive branding should not be exclusionary

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Exclusivity: The bravery to choose to speak to the sensibilities of only a few instead of all.

We live in the world of niche. There is a magazine dedicated to water! A blog dedicated to growing succulents! A magazine on raising… emus! And one about miniature donkeys.

Something exclusive is not exclusionary. It is razor-sharp inclusive.

But a word of caution: the line between exclusive and exclusionary is very fine, and it comes down to choice and enrolment. Exclusionary means YOU make the choice of who you include and who you leave out. But, exclusive gives THEM the choice whether they wish to enrol or not. And how do they make this choice? It comes down to their own definition of luxury.

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