You're missing the argument. Obviously, Exec can position however they'd like. But positioning as a luxury good in an wide-open market with mainstream-market pricing is not a particularly great strategy. Do you know what the fully loaded cost of a full-time PA is? Way higher than Exec'ing jobs. If they're targeting the market of people aspiring to have FT PA's, they're leaving a shitload of money on the table and needlessly narrowing their focus.
This thread is a good case study for nerdly misconceptions about marketing. I suspect that to a lot of HN readers, "marketing" means "what feelings you're expected to have while using the product", like, "this is gold and black for the same reason that Github has Star Wars imagery on their 404 page". No. Marketing is first and foremost about subsetting people into groups, predicting what those groups will pay for a good or service, and then picking the group. The "feelings" business serves that goal, not the other way around.
So, first, you'd want to decide "am I going after the same people that Hertz #1 Club Gold is" (ie, the kinds of people who spend 5 figures a month solely on travel expenses) and then say "let's class up the website a bit".
This thread is a good case study for nerdly misconceptions about marketing. I suspect that to a lot of HN readers, "marketing" means "what feelings you're expected to have while using the product", like, "this is gold and black for the same reason that Github has Star Wars imagery on their 404 page". No. Marketing is first and foremost about subsetting people into groups, predicting what those groups will pay for a good or service, and then picking the group. The "feelings" business serves that goal, not the other way around.
So, first, you'd want to decide "am I going after the same people that Hertz #1 Club Gold is" (ie, the kinds of people who spend 5 figures a month solely on travel expenses) and then say "let's class up the website a bit".