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Loads of challenger brands describe themselves as “premium”. But premium isn’t a word you write in a strategy doc — it’s something you deliver, end to end.

In this co-hosted episode of Makin Mighty: The Challenger Sessions, Simon Greenwood-Haigh and Scott Cramner break down the difference between looking premium and being premium — and why getting this wrong is one of the fastest ways to lose trust (and repeat purchase).

We cover:

• why premium needs to show up in the whole customer journey, not just the packaging
• how small details (emails, delivery, unboxing, service) create the premium feeling
• the Zappos story: customer service as the real differentiator
• how premium pricing without premium value (or margin) falls apart quickly
• why over-engineering can be as bad as under-delivering

Link:
www.makinmighty.com

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Thanks for listening. See you next time

makinmighty@gmail.com