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Date: November 24, 2014

Author: Wahn Yoon

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How Does One Stay Premium?—Pt. 2:

In my last post, I laid out the “Do’s” that we discovered in our premium brand study. Now it’s time for me to share with you the “Don’t’s” that we found. And it shouldn’t come as a huge surprise for those of you who are avid followers of certain premium brands. The most common fatal mistakes of premium brand maintenance include: – Making your brand ‘accessible’—changing your positioning, product line,…

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Insight and Innovation Spotlight Series – Syd Kessler

Through the Wunderkind Spotlight Series, we will be highlighting the thoughts and insights of industry leaders to explore current trends in marketing and the innovations still unfolding. Syd Kessler is one of the most celebrated and awarded creative people in Canadian advertising history. He has recently been inducted into the Marketing Hall of Legends, and continues to be on the cutting edge of marketing, advertising and production. Syd’s innovative work…

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How Does One Stay Premium?—Pt. 1:

One of the toughest things to do in today’s ‘age of austerity’ is to maintain a premium brand despite seemingly harsh economic conditions. As someone who’s doing a fair bit of work with premium brands (those whose positioning and pricing are well above mass market level), I’ve been asked a few times lately to write about this. A few years ago, our sister company Scientific Intelligence did a study on…

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