https://www.youtube.com/watch?v=l3inbx2jeZU&t=11s
A practical guide to understanding the premium consumer (and selling to them)
If you work in marketing, you have almost certainly sat in a room where someone put a name on a board and called it a customer persona.
Meet Sarah. She's 34. She cares about sustainability. She reads. She has a dog.
And she was made up entirely by the people in that room.
This is, unfortunately, how most brands operate when it comes to understanding who they're actually selling to. Personas are one of the most important strategic tools in marketing, and also one of the most consistently misused. Something brands do but not something that actually changes how they sell.
Over the last two years, since I've become known for discussing luxury and brand strategy online, I've led dozens of workshops with brands across the premium, mass market, and light luxury segments (and one with a full Italian luxury brand, but that ended pretty argumentative and is a story for another day). Each one of them was a brands trying to differentiate through identity rather than compete on price. The process I use today for these exercises is radically different from what it was even six months ago, because the technology and the frameworks have finally caught up to the problem. That entire toolkit is what I'm sharing here.
We’re going to cover how to
My goal for this report is you have a complete picture on how to use modern tech and tactics to position a premium brand across your most important marketing channels.
Let’s begin.