Have a brand and want to charge a premium? Then you better stop selling to your key audiences and start to woo them instead.
Marketing for premium-priced brands is evolving. The digital revolution, more informed and demanding consumers, and oversaturated markets have led to new demands if one is to create and sustain a premium-priced brand.
The digital revolution also has given rise to a new crop of iconic brands desired for reasons beyond utility, price, or worth. If some of the following brands “speak” to you—Apple, Dyson or Mini, Nespresso, Patagonia—they likely say more than “I am a smartphone (or sweater, cup of coffee, or car) to you. We call these brands “ueber-brands” in our book Rethinking Prestige Branding or at least brands that aspire to go “ueber” (which is German for going “beyond”)…
Five Ways Successful Brands Unsell to and Instead Woo Customers
