A brand is considered premium
only when we believe it is worth
The premium brand is built upon specific tangible and intangible attributes that give it a sense worth:
Mysterious – It draws us in deeper and reveals more to us over time. We are intrigued to learn its back story.
Rare – It represents a discerning choice, intriguing because it is uncommon.
Sensual – It arouses our senses and feels indulgent. It is an experience. We want to touch it; we enjoy looking at it.
Confident – It projects a feeling of intrinsic worth.
Authentic – It knows its «true north» and remains
committed to this ideal.
Quality – It is consistent and shows obsessive attention to detail.