between selling to happy few, finding the balance J.N. Kapferer the Ultra High Networth Individuals, the extraordinary people and selling also — but more rarely — to the happy many. The happy few are 400 000 individuals. They make the brand known as embodiment of the extraordinary and of the dream. Now what do you sell to people who already have everything? Extraordinary experiences that create extraordinary emotions! They want super security but also newness, to be surprised and lead around them. The second group, normal consumers are 400 millions. As they buy once a year, they need the brand to be well known to justify the price and exhibit it on social media. ” Luxury management is about “