Program

Premiumization

Move Upmarket.

“We’re good, but we’re not special—and we don’t know how to become special enough to grow upmarket without losing our core.” If you’ve worried about that, we built our Premiumization Program for you. We help you clarify what makes your business valuable, elevate how it’s perceived and design a brand that attracts high-value customers—so you can move upmarket without losing what makes you, you.

Used for achieving: Brand Advantage; Pricing Power; Organic Growth; Business Expansion

Used by companies like: The Sims; Avon; Titan

Premiumization Features

Discover some features of this customizable program.

Customer Analysis: Identify the customers who will pay more—willingly.
Value Proposition Design: Justify a premium price with a premium proposition.
Brand World Design: Create an immersive world that elevates prestige and desire.
Brand Narrative: Turn customer into devotees.
Design Implementation: Lift every touchpoint to a higher standard.
Strategic Roadmap Development: Have a long-term strategic plan with milestones, KPIs and resource allocation frameworks.

Impact

Discover the benefits our clients have enjoyed.

2.1x

Improvement in Quality Perception

The client moved from undifferentiated to premium, doubling its perception as a unique, category-defining product.

Topped the Market in Perceived Quality

The client ascended to the top of the market in perceived quality by elevating distinction and craft cues.

Moved Upmarket

The client moved from a mature category into a high-margin, fast-growth one.

Global Ranking

The luxury hospitality brand we created with our client debuted at #48 on the list of The World's 50 Best Hotels.

Common Challenges

If you’re facing any of these challenges, we can customize a Premiumization Program to help.

Price Compression: You're stuck in a race to the bottom, relying on discounts and price-matching to win.
Commoditized Perception: The brand is functionally competent but emotionally flat and offering limited value.
The Wrong Customers Like You: You're attracting low-value, price-sensitive customers and it's hurting your performance.
Undervalued Strengths: Even when your strengths are identified, consumers may not appreciate or value them.
Need to Increase CLTV: Your CLTV is flat because the brand doesn't inspire loyalty or justify a premium.
Untapped Brand Heritage: You have latent brand equity you're not fully monetizing because of missing features or utility.