How to grow via premiumisation

This article is part of a series of articles on premiumisation. Read more.

Need to know

  • Skeptical consumers should be seen as opportunities for manufacturers to focus more on distinctive product detail – identifying sensory cues that not only convince consumers of the brand promise, but underpin desired attributes such as genuineness, credibility and confidence.
  • There are two types of premium shopper, traditional and discerning, and two types of premium brand personality – the first is genuine, traditional and credible, while the second is challenging, free spirited and quirky.
  • Marketers must focus on five key areas to deliver premium that cuts through: clear targeting, distinctive impressions, cohesive character, tangible authenticity and new adventure.