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By Steve Hanthorn, on June 25th, 2010
There are a variety of premium brands I’m fiercely loyal to. Mobil 1 Oil. Mirado Black Warrior Pencils. KTM motorcycles. All of them share premium traits like impeccable performance, superb fit and finish and long-lasting quality.
But few brands impress or excite me more than my favorite place for gasoline and sundries—QuikTrip. Do you [...]
By Doug Briley, on April 16th, 2010
When it comes to marketing premium brands, there’s usually no shortage of RTBs (Reasons To Believe) to choose from. Although brands in commodity categories are sometimes challenged to differentiate themselves, the premium brand(s) in any “vertical” should carefully choose which RTBs make it to the front lines of consumer messaging. Whether or not emotional or [...]
By Doug Briley, on March 15th, 2010
It could be just around the corner. Like maybe next month or so. My subscription to Fortune Magazine could be delivered electronically. (I’d link to it, but it’s a subscription-only site!) And no, I’m not just talking about their website, but a bona fide magazine with ads and all, right on Steve Jobs’ latest stroke [...]
By Lauren Gourley, on January 18th, 2010
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.
One interesting seminar I attended features the NASFT 2009 Specialty [...]
By Lauren Gourley, on October 23rd, 2009
What is a premium brand? The definition we use here at the WD is that a premium brand is one that is recognized as being of greater value than its competition. In fact, when we have new clients take the WD Premium Brand Test we ask the question “does your brand have superior features or [...]
By Doug Briley, on October 5th, 2009
Some Premium Brands are fearful of joining the social media dialogue. “What if someone says something bad about us?” If you’ve ever thought this, then keep reading.
By Steve Hanthorn, on September 10th, 2009
Premium brands act premium, even when few people are looking.
By Doug Briley, on September 4th, 2009
Is it based on income? Is it based on loyalty? You might be surprised…
By Doug Briley, on August 25th, 2009
The difference between luxury and premium isn’t as obvious as you might think; the context of function drives an important mindset that’s imperative to understand if you’re a marketer to high-end brands.
By Doug Briley, on July 28th, 2009
Is it price? Is it quality? Or does it have to be both?
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