As the inventor and marketer of revolutionary Dyson Vacuums, Mr. Dyson has cornered the market on unconventional thinking for a very conventional task–vacuuming carpets and rugs. Mr. Dyson’s fresh, new approach to the technical aspect of dust removal and collection proved that if you can invent a better mousetrap, people will beat a nice, clean path to your door. The sales success Dyson has enjoyed speaks for itself, as does the premium effectiveness of his superior design.

Now Mr. Dyson has trained his engineering curiosity and skill on another household basic–the lowly air-circulating fan. He believes a better solution exists, a premium solution if you will, to more effectively move air and cool a room. His new design doesn’t use blades. Instead it moves air via something called an “air multiplier.” Like his daring vacuum cleaner, the Dyson fan has an unconventional look and unique technological approach. And, also like a Dyson vacuum, his new fan carries a premium price tag.

Time will tell if this distinctive new direction in air movement will be a sales success. But one thing is already very clear:
exciting innovations can happen when a premium approach is applied to even the most mundane objects in our lives.

Column Five Media recently posted a Shutterfly Infographic looking at camera use on the image hosting site Flickr.  The results indicated that though mobile phone photography is growing in prevalence, the largest volume of uploaded pictures still emanate from tried-and-true brands in the world of photography, with Canon being the clear leader in the space.

Interesting to note, however, is the prevalence of the iPhone, as it alone represents the most popular camera on Flickr based on daily usage and, not surprisingly, dominates the camera phone category.

But among the conventional players, what is it about Canon in particular that enables such a dominating position among enthusiastic shutterbugs?  Among the blog chatter and professional opinions polls, Nikon’s lenses are every bit as good as Canon’s – so why the gap?

Perhaps the following tidbits shed some light through the aperture:

1.    Canon was named Europe’s most trusted camera brand for the 10th consecutive year (10 years!)
2.    Canon occupies positions #1 and #2 on the digital SLR camera ratings for 2009-‘10
3.    Canon is the only brand to be listed twice on Cnet’s latest list of “Best 5 Digital Cameras”

So it appears as though Canon’s emphasis on product excellence attracts a loyal following, but its overall brand image is likely enhanced by the “halo” cast over its entire portfolio of optical / laser technology-based items.

No single product reinforces Canon’s association with quality images as much as their line of printers—which is a complimentary offering to the camera segment that Nikon does not exert any presence, enabling a significant gap between the competing brands to emerge as Canon ushers the consumer from image capture all the way through photo finish.

So while there has been some shift towards the ease and portability offered by mobile phone photography, the traditional premium brands in the space have been able to sustain their competitive advantage by having a distinct competence in high quality images, which is where people want to place their trust when it comes to capturing and sharing life’s most precious moments.

And when one brand can participate in that process in a continuous manner, as Canon does through their suite of products tailored to image excellence, they in some small respect are invited into the hearts and homes of trusting families to crystallize their memories forever in print and are rewarded with brand loyalty accordingly.

But few brands impress or excite me more than my favorite place for gasoline and sundries—QuikTrip. Do you have QuikTrips in your area, and if so, have you visited one lately? If not, you owe it to yourself to do so.

QuikTrip has single-handedly redefined the whole notion of “convenience store,” and turned it into a polished, modern pantheon of premium convenient service.

Gone are the days of cramped, dingy little stores offering a haphazard collection of questionable goods poorly displayed, and operated by a sullen, cynical clerk. At QuikTrip, you’ll now find a sparkling, perfectly organized gem of a retail operation, staffed by uniformed clerks so polite and efficient you’d think you were shopping at Nordstroms. From the carefully arranged candy wall to the new fresh food deli section and enormous fountain drink area, QuikTrip has made the transition from a simple little convenience store to a premium destination for just about everything. Even the gasoline they sell is rated “Best” by consumer groups.

QuickTrip serves as a textbook case of a brand raising its own bar to a premium level. And, they stand as an excellent example to other brands that, no matter your offering, you can achieve a premium status through consistent presentation, impeccable service and quality merchandise.

Even if that merchandise is a bag of Gummi Worms and a cherry Slurpee.

Brands like this could learn a thing or two from Betty White.

Have you seen this senior dynamo lately? Holy golden celebrities! As one publication recently described her, “Betty White is white hot!” You can say that again. After a funny recent role in a rough ‘n tumble Snickers candy bar commercial, the Betty White “brand” is back – bigger and better than ever. In fact, it’s safe to say she’s more famous and in demand than ever before in her career. A premium career that goes back decades, from her husband Allen White’s great game show “Password” in the 60’s to Mary Tyler Moore’s show in the 70’s to the “Golden Girls” in the 80’s. Now, in our newest decade, she’s stealing scenes left and right in big budget new films, hosting Saturday Night Live and has yet another a new TV series. There’s even talk of her hosting the Oscars. The Oscars!

And Betty is 88 years old!

But you’d certainly never know it from watching her or listening to her. With her mischievous smile and sparkling eyes, Betty is still all that’s good about her business—all premium business. She’s a classy actress, revered by peers and fans alike. And she’s a class act, with a great work ethic and sweet, charming personality. All the attributes that kept her steadily working decade after decade. Betty is proof positive that a quality name, or brand, never goes out of style. And, more importantly, can suddenly enjoy a fresh jolt of popularity that could exceed all previous levels of success.

Great brands come and go. But the truly premium brands know how to improve with age. They stay sharp, take risks, remain relevant, and surprise their audience when they least expect it.

Just look at Betty White.

Today, bathroom advertising is as common as a highway billboard. But it seemed to usher in the beginning of an “anything goes” era of ad location and placement. Think about it. Advertising is now everywhere. On the floor of grocery stores. On your shopping cart. On your cell phone. On your Facebook page. Even on people’s faces andbodies. No space is safe and no space seems sacred from the attention of our industry.

Which brings me to this point:  tread carefully when choosing spaces for your product messaging. Especially when it involves a premium product or service. Because, as Marshall McLuhan suggested decades ago, “the medium is truly the message.” And that means your brand probably doesn’t belong on the wall of a bathroom or the stomach of a ring card girl.

What am I talking about? Well, unbeknownst to civilians outside the car and bike hobby, the Holy Grail for most die-hard enthusiasts are OEM parts and NOS parts. These acronyms stand for Original Equipment Manufacturer and New Old Stock. When you’re restoring an old Mustang or Honda CB750 or Mini-Trail, the most desirable way to go is as original as possible. So obviously, nothing is more original than parts made by the manufacturer specifically for their machines. That original, “Real McCoy” Ford trim piece or Honda tail light are premium finds. And what use to take weeks or months of prowling swap meets and classified ads are now just a click or two away on eBay auctions, thanks to the wonderful Internet.

What’s my point? It’s that brands which stay true to their original principles of quality, function and performance continue to grow in premium status. So what was once considered just a simple brand name spare part, over time, becomes more and more desirable—more and more premium. And that all solid brands, no matter what their category, should maintain their reputation to rightfully achieve their spot in premium posterity as being a “Real McCoy.”

Take cars, for example. We all know that dozens of options exists that can deliver all the rational benefits: engine size, price range, fuel efficiency, horsepower, and amenities like navigation or premium sound. While I may have many rational reasons for buying a car, the emotional benefits play a huge role in helping me choose one model over another: the look, the way it handles, how safe I feel, etc. Which benefits, though, should be touted in marketing to convince the target audience to buy? Rational benefits might actually have a stronger play in helping sell a premium or luxury car, after realizing that the emotional benefits are obvious. Here’s where consumer context too often gets left out of the mix.

The question marketers ought to ask is this: How does the consumer want to feel about purchasing this product? Our research suggests that certain verticals make big mistakes by telling consumers how they should feel about their brand. A low-interest category like residential electricity, for example, might misfire by trying to differentiate its brand based on emotional benefits, because consumers don’t want to feel loyal to a utility company. Understanding the way your target wants to feel about your brand will help in deciphering which RTBs make their way into your marketing message. Another low-interest category like insurance, however, must lead with emotional benefits if it’s not differentiating on price; the consumers who will pay more for insurance are doing so because of the way they want to feel about their choice: like they’re “in good hands.” While the rational benefits are relevant for insurance, they’re secondary for premium brands of insurance, but primary for low-cost competitors, simply because the consumer context drives different RTBs within this particular category. Marketers of premium brands need to understand that, in order to convince consumers that you’re worth more, having a real understanding of want your target wants to be told is critical to influence purchase.

I know this: My wife doesn’t like it if I tell her, “Don’t be upset,” or “You should be happy about this.” My experience is that consumers don’t like it, either. And I think I’m premium, by the way.

But, what about the other side of the promotional coin? What about old-fashioned, old-school forms of sale promotions in today’s super-savvy web age?  Well, according to ad agencies like ours and other industry experts, they are starting to make a comeback – and in some cases, they’ve never left.

Lauren Comiteau writes in a recent edition of ADWEEK that “brands are discovering that low tech (and no-tech) marketing still turns heads.”  She goes on to report of the success of promotional gimmicks like chicken suits and bounce houses.  They’re decidedly low tech but, when deployed properly in the right settings, are still highly effective.
Factor in the relatively low cost of such efforts, and the benefits become even greater.

We’ve experienced success first-hand with old school promotional tactics here at Warren Douglas.  One of our clients, a leading manufacturer of eyewear, accepted our recommendation for creating lifesize eyeballs to roam around a large amusement park (see below).  The results were amazing. Hundreds of children (and adults, it seems) eagerly engaged with the characters, resulting in parents collecting pertinent materials which drove them to a website for more information.  (Read the resulting case study.)

So the next time your brand or client is interested in running a sales promotion,  consider taking an old school approach.  Sure, someone in your organization might have to don a chicken suit.  But that’s a small price to pay if you lay the elusive premium gold egg of effectiveness.

Since we have clients that are consumer-focused, I love his example of Walmart.  In this instance when the “Big Box” store made its shopping carts bigger, sales of microwave ovens jumped 50%! A small thing, but they were making an investment in letting the customer think “BIG”! For the consumer today with dollars to stretch, mouths to feed, and time an extravagance, it only makes sense that retailers should look for the small things that show care for the customers and that retailers are intuitively thinking of them.

Tom Peters has over 163 ways to pursue excellence in this book—from having candy in a dish at the reception desk to making sure the restrooms are clean and tidy. Sometimes it takes a step backward out of the office comfort zone to see the office as the client does. I also believe the “gatekeeper” at the reception desk is a very important part of a company’s success. She/he can set the tone and temperature of the atmosphere and also make the caller or visitor believe they are important and affirmed. When you’re premium, you’ve got to meet or surpass expectactions at every brand interaction. Look for those moments when your customer could interact with your brand, and seize that opportunity to make each of those interactions a premium experience.