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The New Premium: Reinvented and Decoded

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Date and Time

Location

Location

Museum of Brands, Packaging and Advertising

111-117 Lancaster Road

London

W11 1QT

United Kingdom

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Refund Policy

Refund Policy

Refunds up to 7 days before event

Event description

Description

This masterclass is part of the Museum of Brands’ professional development programme: a series of talks, workshops and masterclasses in 2018. With a focus on brand, marketing and advertising, these sessions enable attendees to delve deeply into various aspects of these broad subjects.

Overview


It once was simple – make it shiny, pop the word ‘luxury’ on the new pack design, charge a price premium and the average consumer would be certain it was the better choice.

But the codes of premium have changed – it’s no longer exclusively about Status, Superior Performance, Rarity or Celebrity Endorsement and Aspiration.

Consumers are less impressed by shiny things these days. They’re looking for something deeper and more meaningful – to drive value and justify paying more.

In this session, 1HQ will explain:

What makes today’s consumers pay more?

  • 8 new codes of Premium
  • Brand examples that demonstrate successfully the new premiumisation

How semiotics (cultural symbols of meaning) can drive meaningful premium perceptions

  • How to use semiotics to identify what are the signs, codes and symbols that denote a more premium value in your category
  • How to identify which of these signs codes and symbols best match your desired brand meaning

All bought to life with a case study of a new premium brand about to hit the UK supermarket shelves!

Schedule

6.30-7pm Afterhours access to the Museum
7-8pm Masterclass with 1HQ
8-8.30pm Q&A and Discussion
8.30-9pm Drinks and networking in the Museum


Introducing 1HQ

1HQ is a global brand agency, with offices in Windsor, New York and Rotterdam.

A team of 70 curious, creative and committed brand specialists.

They blend smart, strategic insight with boundless passion and creativity, shaping unique brand stories that can challenge, innovate and inspire the world.

Over the last 25 years they’ve had the privilege to work and grow with some of the world’s best-known brands, but stayed grounded enough to help nurture some of its future stars. Working in over 35 countries around the world, specialising in innovation, branding, packaging and activation, they pride themselves on answering clients 1 Hard Question.

Amelia Boothman, Director of Brand and Innovation Strategy

Since starting her education in the world of Experimental Psychology, Amelia has gone on to explore the world of quantitative, qualitative and now cultural analysis, to unlock how we think, choose and feel about the brands and products we admire, dislike, buy and consume.

After 20 years of insight and strategy, where she has shaped the service strategy behind the British Airways Sleeper Service and persuaded Birds Eye to launch the Omega 3 fish finger, she has now spent the last 5 years developing and shaping brands to deliver their message in such a way as to subconsciously communicate their target consumer’s desired expectations.

Date and Time

Location

Museum of Brands, Packaging and Advertising

111-117 Lancaster Road

London

W11 1QT

United Kingdom

View Map

Refund Policy

Refunds up to 7 days before event

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