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In case you’ve missed it, we at the WD tout our specialization in premium brands as our differentiator among other full-service advertising agencies. In our endeavor to be the experts on premium brands, we’ve developed some proprietary Premium Tools—one of which being our Premium Brand Index ™. Basically, we take up to ten brands within [...] So, I’m writing on location at the Fancy Food Show in San Francisco. Though it sounds glamorous and exciting, it is a rat race and just plain full of people. Plus, I’ve never seen so many varieties of cheeses, olive oils, crackers, salad dressings, and salsas. We all know how hard it is to turn a profit in today’s economy. What’s even more difficult is sustaining the value of a premium brand, what with brand names shelling out coupons, cutting all marketing and even changing their product ingredients to become the “chipper chicken” of their category. (Thank you, Steve Martin.) Pepsi has gone and done it again. If their AMP iPhone App catastrophe wasn’t bad enough–where they completely alienated their entire female consumer population–they’ve gone and offended the public in yet another colossal blunder. Extraordinary: going beyond what is usual, regular, or customary. — Merriam-Webster Premium brands distinguish themselves from the competition not only in their products, but also in the way they communicate with their customers. One good example of this is in e-mail marketing. Although e-mail is growing and consumers are likely to opt-out if they feel the messages to be irrelevant or impersonal. There are more than 200 billion email messages sent each day, and of the 91% of consumers who opt out or unsubscribe to emails, 46% are driven to brand defection because the messages are simply not relevant. John Nese is a regular guy who has an irregular love–he adores soda pop. Having worked with his father since he was younger in their run-of-the-mill grocery store, his little establishment was given the opportunity to carry the big brand of soda, Pepsi. After feeling bullied into an agreement he didn’t want, John decided he would start collecting his own selection of specialty sodas—without the help of a big compay. Over the years his little store has become anything but run-of-the-mill. |
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