Car insurance is something we neither want nor desire, but are legally obliged to have. It's a market saturated with competitors, booming with noise and trading on deals. A 'posh' brand would surely fail. This paper shows quite the opposite. Turning its nose up at cheap deals, Privilege created an emotional property out of its name and captured the public's imagination and an affluent online customer to boot. By doing so, sales more than doubled and revenue targets were exceeded. Clearly you can make 'more dosh by being posh'