DIFFERENTIATING - WITH PREMIUM PRICING

So often, as we begin working with relatively new marketers or with categories and classes of products that have, traditionally, not driven their brand's growth via marketing, we hear a familiar refrain: "Our marketplace is different. We are besieged by low priced competitors who have changed the rules of the game. The marketing basics - like constructing a differentiated brand positioning statement - don't apply well to us." Of course, many who speak this way don't know what they don't know. One of the things they often don't know is how other, longstanding premium-priced brands (across many kinds of industries) have successfully out-thought and out-maneuvered their low-ball competitors. They often don't know what options they might consider - not merely to "justify" their brand's premium price - but to win with it! This week we take a look at some of those very reliable strategies.

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The DISPATCHES^TM for September 19, 2010 can be found here:

DIFFERENTIATING - WITH PREMIUM PRICING

A printer / handheld friendly version can be found here:

DIFFERENTIATING - WITH PREMIUM PRICING

It is also available in PDF here:

Differentating-WithPremiumPricing.pdf (PDF File)