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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. 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. Too often, marketers of premium brands seem to believe that advertising their brand or service will be, much like their brand, a premium proposition. They assume that good advertising is simply “too expensive.” And all that production and photography and printing and interactive stuff is just fancy frosting that their cake doesn’t need to [...] |
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