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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 Marilee Travitz, on December 15th, 2009
I have been trying to get into the Christmas spirit for weeks now but just haven’t been feeling that special something—that little flutter in my stomach that’s excited to spend money on those I love. This year it feels like it’s all the usual suspects and there’s nothing new to give—sweaters, DVDs, candy, same old [...]
By Lauren Gourley, on December 10th, 2009
We all know how hard it is to turn a profit in today’s economy. What’s even more difficult is sustaining the value of a premium brand, what with brand names shelling out coupons, cutting all marketing and even changing their product ingredients to become the “chipper chicken” of their category. (Thank you, Steve Martin.)
The video [...]
By Lauren Gourley, on December 4th, 2009
Extraordinary: going beyond what is usual, regular, or customary. — Merriam-Webster
Last night, while watching my recording of Wednesday’s So You Think You Can Dance (yes, I’m one of those people), the show’s host introduced me to a group called “The Legion of Extraordinary Dancers.” While this seems like a fun name, I was hardly going [...]
By Lauren Gourley, on December 1st, 2009
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.
By Lauren Gourley, on November 10th, 2009
Last Thursday, the Facebook Marketing page announced new guidelines on running promotions through Fan Pages. Why more marketers aren’t in a frenzy, I don’t know because in one short posting, they basically annihilate 90% of the reason any brand actually has a Fan Page—having something of value to communicate to their customers on the cheap.
By Doug Briley, on October 8th, 2009
In the last few months, there has been much ado about Starbucks’ rebranding some of its stores to strip away their corporate identity and revamp the locations with local character. According to an article in The Seattle Times, some stores—including the one featured in the article—will include alcohol, live music, and many other elements that [...]
By Marilee Travitz, on September 21st, 2009
Not cowering to the pressure of the recession, Volvo delivers premium peace of mind
By Marilee Travitz, on September 16th, 2009
Premium brands should never cower, even during a recession.
By Steve Hanthorn, on September 10th, 2009
Premium brands act premium, even when few people are looking.
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