A LIVE POV

Emma Rabius & Ethan Jones

GOING PREMIUM

Case Studies and Points of View for

Increasing Premium Brand Perceptions

PART I

Defining Qualities

To make the shift from a value brand to a premium,
we must first define the qualities of a premium brand.

01. Superior Quality & Craftsmanship

There is emphasis on how it is crafted and even how it is sourced. Premium brands know that there is no shortcut. Its quality makes it reliable.

02. Ownable Distinction

Premium brands have specialized features that differentiate them from the rest of the market. Those features cannot be replicated

03. Elements of Exclusivity

Premium brands make their products exclusive through limited runs, localized offerings, & specialized partnerships

04. An Obsession with Consumer

It places the consumer and their experience with the brand above all else.

05. The Right Reputation

Premium brands hold themselves to a standard and consistently reinforce it, then surround themselves with others who do the same.

06. An Elevated Mission

PART II

Behaving Premium

A case study where the brand’s mission comes through in many premium touchpoints at once & has made the transition from value to premium: Delta Airlines.

How they did it

01. Delta Announces New Mission

02. Reinforces Mission Through Experience

03. Amplifies Their Ambitions

04. Surpasses Competition

What Delta did that we can take away:

  • Acknowledged the past

  • Established an ambitious mission

  • Looked, walked, & talked differently

  • Curated unique features

  • Addressed a new audience

    through more luxe upgrades and one-of-a-kind features (without ditching loyalists)

  • Increased reliability

  • Kept promises

    They made big claims, then followed through. This built trust, this proved their ability to evolve, and this showed leadership

PART III

Now, let’s apply our defining qualities of a premium brand and learnings from our case study to some implications for Kia.

Considerations for Kia

Kia has quality cars, is there a craftsmanship story that could be amplified?

How can craft, materials, heritage and process be creative versus a snoozefest? Is there a way to be more artful, abstract or inspired in that storytelling?

01. Superior Quality & Craftsmanship

Could Kia have extensions or products
only available through Kia?

02. Ownable Distinction

03. Elements of Exclusivity

Could Kia have unexpected limited runs or launch collabs with “premium” people, places or things?

04. An Obsession with Consumer

How can Kia’s online and dealer experience be more premium?

Is there a “Sky Club” or “Delta One” for Kia?

Can interest be borrowed from other premium paradigms like luxury hotels?

05. The Right Reputation

Could Kia partner to create Amex Platinum-like benefits at associated, high-end stores and brands?

Could there be a connection between Kia and Michelin Tires or the Michelin Guide?

Who else does Kia “hang out” with? Who’s in their family of brands?


Is there an aligned collaboration
for Kia’s designs?

06. An Elevated Mission

What do “Movement” and “Inspiration” mean in a premium context?

What are all of the ways those two words can come to life separately and together?

07. For Furthur Exploration

What does “premium” look like today?

How does premium evolve over time?

Portfolio strategy — what classes of cars (sport, adventure, comfort, & family) look like through a premium lens.

How do “premium people” behave? How do you know someone is “premium?”

← SIRIUSXM