Posts tagged: Premium

  • How Does One Stay Premium-—Pt. 2-

    How Does One Stay Premium?—Pt. 2:

    In my last post, I laid out the “Do’s” that we discovered in our premium brand study. Now it’s time for me to share with you the “Don’t’s” that we found. And it shouldn’t come as a huge surprise for those of you who are avid followers of certain premium brands. The most common fatal… Read more »

  • How Does One Stay Premium-—Pt. 1

    How Does One Stay Premium?—Pt. 1:

    One of the toughest things to do in today’s ‘age of austerity’ is to maintain a premium brand despite seemingly harsh economic conditions. As someone who’s doing a fair bit of work with premium brands (those whose positioning and pricing are well above mass market level), I’ve been asked a few times lately to write… Read more »

  • Memes and Marketing: Stay Premium, My Friend (Part 2)

    Our study on premium positioning elicited some insights on the key emotional drivers that would help brands maintain premium stature even in the worst of times. But it also revealed something very common sense – and yet easy to forget. In the previous post, I introduced the idea of a dangling meme: a disconnected and… Read more »