HOW LOGITECH TURNED A $20 COMMODITY INTO A $100 STATUS SYMBOL

Summary from the TLDR Marketing newsletter

Logitech turned a commodity mouse into a premium product by rebuilding its brand around design, productivity, and quality before launching the MX Master. It made the higher price feel credible through visible product craftsmanship, patented features, and productivity claims such as scrolling 1,000 lines per second and a reported 33% reduction in work time. The product gained strong word of mouth before remote work created a surge in demand. Logitech then built repeat purchases through regular product updates instead of competing on price.