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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. I was shocked and ashamed of myself this morning when I admitted, out loud, that the New York Yankees were actually a premium brand. Having grown up in New England, I’m a typical die-hard Boston Red Sox fan—anything but loathing for the Yankees is simply unacceptable and worthy of condemnation by one’s very family. My grandfather sold peanuts at Fenway in the 1930s, for goodness sake! |
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