Affordable Luxury, what it is?

I feel, although high quality in product, service, price and other elements is important for any business, especially where business is seeking to be superior from other similar types of businesses in the same segment or industry, there is a fundamental difference why people like you and buy your product or refer your business and service. They simply feel a connection btw themselves and your business.

Connection:
a) It can be called Branding from a psychology perspective.
b) Or can be called High Quality product or service from a commercial perspective.

But it seems we consumer see connection beyond above mentioned variables.
perhaps we choose to connect for reason unknown to us.

Consumers:
Type 1: one who wants to be with a brand
Type 2: one who want brands to be with them
Type 3: one who need no brands

With simply defining consumers in three types, it becomes easy to choose who we can target, but again how do you connect?

Asking How should i connect is a wrong question?
You can not connect with a consumer, it is consumer who connects with you...it connects with the founders or leaders values, vision, dreams, personality, aspiration, style, common sense, goal, objectives. This translated in to various elements like product, price, advertising, distribution, CRM, and all the other spokes of the business.

Final word!
"Affordable is any brand which makes that genuine connection", is indeed a Luxury.