Brand premium: the difference between a $15 haircut and a $160 haircut

Ahh, brand premium. The holy grail of branders. We all seek it, yet few find it.

I've always been mildly intrigued by the difference in pricing between a woman's stylist and a men's barber. But today as I was getting my $15 haircut at the local barbershop, I decided to do some research. What I found, though, was that prices for men's haircuts - in Manhattan anyway - can approach those for women.

What's the difference between a $15 haircut and a $160 haircut? Turns, out, a lot. Stylist Antonio Gonzales writes that for $160,

most stylists in this price point will take the time to sit with you before each cut and discuss the look you are trying to achieve and will have the skill set to make recommendations on the various looks that will be best suited to your facial structure. They will also discuss with you how they envision the process unfolding to arrive at the end result.

They are able to make these recommendations based on extensive knowledge of the latest styles and techniques gained from training at the leading hair specialists, such as Vidal Sassoon or Mahogany.

In other words, these stylists invest heavily in building the skills and knowledge required to help you achieve exactly the look you seek. Antonio mentions other supporting elements, including head massages, the decor and soothing teas. But what creates value for both the customer and the salon is an obsessive focus on you, the client, and doing whatever it takes to create a superior experience that you are willing to pay for.

And that makes all the difference.

Experience matters.