Human beings are hard-wired to want most the things that are furthest from reach. The rarer the object, the greater the price it commands, regardless of its actual utility.

Which is why branding experts like Brian Lischer capitalize on exclusivity whenever they can.

Brian is the founder of Ignyte, a San Diego branding agency. Brian’s team uses deep qualitative research as part of every branding project, gathering information from employees and customers to determine not only what a brand should try to be, but also what it shouldn’t.

Tune into this show to hear how some of the most successful brands value repelling unlikely customers almost as much as attracting the most obvious!