You can’t put “premium” on a banner and make it true. Premium is a verdict your customer reaches – and in this episode, Catherine unpacks exactly what she’s weighing up before she reaches it.

From a toilet paper company that became a gift, to a Salisbury bootmaker whose boots outlive their owners, to the Adelaide supermarket named the best in the world, this is a practical look at how premium perception is actually built – and why it has almost nothing to do with your price.

• Why “different and better” both have to be true, and why either one alone leaves you either odd or interchangeable
• How heritage and craft can read as “different and better” more convincingly than innovation
• Why the same product can be premium to one person and overpriced to the next
• How the premium verdict forms where priors, story and experience meet
• The most expensive mistake founders make: trying to “become premium” by simply charging more
• Why “ads don’t work for me” is usually a storytelling problem, not an ad problem – and what to do about it
• Why great content is an asset that compounds, not an expensive chore to squeeze in on a Sunday night
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If your brand is genuinely different and better but the market hasn’t caught up to the verdict yet, book a Brand Growth Strategy Session – link below.