I personnaly do not dig premium. At least not for every kind of category. When it means quality it’s understandable. When it’s only branding then I’m not the guy.
Yet, for those who wanders why automatic coffee machine tops 2000€ and it’s now common ground to display 300€ sneakers in showrooms, it’s actually kind of good news for marketers.
Within cluttered categories, it’s each day harder to stand out with a solid salience. Yet, differenciation can be a driver of premium, which is a driver of money.
So if brand must engage in premium to survive, they have to be more different, consistent, meaningful and innovative.
Nectar to our ears.