I’ve been thinking a lot about ‘premium’ recently. And Mark Twain – he of the “Clothes make the man” adage. Can a brand ‘put on’ premium like a man puts on clothes and hey presto, it’s premium? Or is there something deeper going on?
At its most basic, premium is a price people are willing to pay for a product in excess of what they would consider paying for other similar products because of something extra that they want. Read More