But, this morning, I saw their latest advert - It brought home to me in a very good example of selling benefits rather than features. A message where they have positioned their brand correctly and at the right place. One where price becomes irrelevant and they can demand alot more for the value that they are offering. It's a very strong message, that Lego aren't just selling plastic bricks, but their selling an experience.
Take a look at the advert, it's shown on my blog click here to view it and then think about how you could position yourself, your business and your brand in this manner so that you can charge what you are worth.
As always, If I can help with anything, please give me a call