Recently, an Innova Market Insights scan of newly launched products showed that 14.2% of new products tracked during the first quarter of 2011 had premium brand positioning. When compared to 2010 at 10.5%, up from 8.4% in 2008—the beginning of our economic woes, these statistics show that brands are not willing to shy away...
The best brands prosper and grow during challenging times by innovating better than others.
I’m loving how Dell’s latest advertising campaign is moving away from the dross of commoditized, price-featured ads toward something more premium. This week’s Adweek article reveals the latest campaign theme by Wunderman, “You can tell it’s Dell.” The campaign features innovation and design, adding a twist of Apple-esque “That’s so cool” mojo. I’ve got...
I boarded a plane recently, and proudly, the only device I had in my hands was my iPad. Even without an in-flight internet connection (which is now possible on American Airlines with GoGo Inflight Internet), I can read e-mails, read the Wall Street Journal through their fabulous app, read a book, and manage my...
Sometimes we have premium branding opportunities right before our eyes...and don't even know it!
My family is very aware of breast cancer, and not just because it’s Breast Cancer Awareness month. And not just because of all the pink lids and ribbons donning the packages of groceries on every aisle. My mother has battled with this scary disease for more than a year now, and along with it...
Heard any good jingles lately? I’ve been noticing more and more recently. Not all of them good, mind you, but real jingles, nonetheless. Some of these include efforts from Free Credit Report.com, JG Wentworth and McDonald’s, among others. It seems there’s a resurgence of custom advertising tunes, or “jingles,” being used again in TV...
Does the name James Dyson ring a bell? It should. As the inventor and marketer of revolutionary Dyson Vacuums, Mr. Dyson has cornered the market on unconventional thinking for a very conventional task–vacuuming carpets and rugs. Mr. Dyson’s fresh, new approach to the technical aspect of dust removal and collection proved that if you...
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...
Too often, premium brands become content with their position in the market, and are satisfied to simply plonk along, year after year. They rarely step out, or stretch any true boundary to further refine their image or grow their share. Brands like this could learn a thing or two from Betty White. Have you...
