Leaders in companies around the world have adopted the ideas presented here, (…) they see trading up as a strategy and consistently follow a small number of practices: - They deliver genuine technical, functional, and emotional differences in every product or service they offer. - They target their customers tightly, ignoring traditional market segmentations and looking for common attitudes, spending patterns, and habits. - They create appealing identities, rich graphics, stunning retail presentations, and engaging shopping experiences. - They produce a stream of innovation. - They put cost into their products: —investing in better raw materials and imaginative design—and gain a return on the investment on the sell side.