Marquis Jet sells a product with a price range from $120,000 for 25 hours on a Citation jet to $500,000 for 25 hours of flight time on a Boeing Business Jet. It’s a major price point, even for the high net worth individual that Marquis was going after. It would not suffice to sell the brand on the premise that it’s better than first-class travel. It wasn’t enough to say Marquis offered customers the ability to bypass lines at the airport. Or the luxury to never again go to their local commercial airport. Those are all powerful, rational reasons, but Marquis Jet needed an even higher-level emotional brand promise.