Your premium brand had better be delivering something special, or it's not going to get the business.
Think about what people are doing on Facebook today. They're keeping up with friends and family but they're also building image and identity for themselves, which is a sense in their brand. They're connecting with an audience that they want to connect to. It's almost a disadvantage if you're not on it now.
A brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well.
It is truly powerful phenomenon when a brand makes a stand for what it believe in
You now have to decide what 'image' you want for your brand. Image means personality. Product, like people have personalities, and they can make or break them in a market place.