Why is premium important?
Your company spent years developing the perfect product. It performs exactly as expected, and does exactly what it should.
There's just one problem: it's lost in a sea of competition. Shoppers pay little attention, and your advisors are screaming that you should drop your prices just to compete.
- Is it time to throw in the towel and join the race to the bottom?
- Is it time to rely on coupons, price cuts, and sales just to survive?
Of course not! The trick is to position your company as a premium provider selling premium products.
People don't ask for discounts on Lamborghinis or worry about miles per gallon when buying a Porsche.
These brands have transcended the world of commodity products and exist in a marketplace where the rules of the game are very different. For them, discounting is not only unnecessary but seen a detriment to their brands.
What does premium mean?
In short, a premium product is one that people truly care about.
- It's not a replaceable cog
- It's not a just a thing
- It's not something that doesn't matter
If you read Premium: The Missing Framework, you'll...
- Learn the pillars of building a premium brand in the marketplace
- See the mistakes that companies make and the trade-offs that they should avoid as they refocus their brands
- Understand why building a better mouse trap won't always lead to the world beating a path to your door
Premium: The Missing Framework is jam-packed with analysis and advice on how to escape being seen as a commodity and how to become something more.
With examples from the worlds of clothing retailers, deli suppliers, and even ancient Roman glatiators, this book is full of non-stop insights into the consumer mindset and the construction of premium reputations.
