Warren Douglas website

Advertising

A QuikTrip to a Premium Brand

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 [...]

Advertising

Emotional vs. rational benefits: getting the mix just right

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 [...]

Advertising

Can I earn my subscription by viewing ads?

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 [...]

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The Facts About Food and Other Life Lessons

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 [...]

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Transparency: The New Path to Premium Status

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 [...]

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Can Social Media Harm Premium Brands?

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.

Advertising

Does Your Brand Act Premium?

Premium brands act premium, even when few people are looking.

Advertising

Who is a premium consumer?

Is it based on income? Is it based on loyalty? You might be surprised…

Furnishings

Luxury Brands vs. Premium Brands

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.

Business to Business

What Makes a Brand Premium?

Is it price? Is it quality? Or does it have to be both?