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Live Webinar: Reassuringly Expensive – How to Win in Premium

This article is part of our series on Premium Motivations & Codes.
You can view the full series or download the report.

Download Report

Is your brand looking to win with consumers in the competitive world of premium offerings?

Sign up now for unique and evidence-based insight from brand leaders who have built and sustained premium brands. Hosted by our CEO and premium guru Tom Ellis, we will be joined by Tim Ovadia (VP Stella Artois) and Kate Berski (Author and Co-founder Curlsmith).

With consumers’ appetite for those elevated products and experiences stronger than ever, brands across the globe are increasingly competing to win (or defend) their share of the premium dollar.

Yet perceptions of premium are changing, therefore having your finger on the pulse of this evolving landscape is key to brand success.

Easy to say, but very hard to do!

This session will deliver tangible insight, and bring to life:

  • Behavioural science foundations – unpacking the underlying motivations that brands should be tapping into to drive behaviour, alongside best-in-class examples
  • New and emerging codes – how has the premium landscape changed, what are the new dynamics & expressions that brand managers need to be aware of
  • Watchouts and lessons learnt – what advice does our panel have for other brands looking to thrive in this space
  • Q&A – an opportunity to put your question directly to our panel of experts

Join us for a live conversation between three leaders who have operated across the premium landscape, from maintaining a premium global brand to creating and scaling one.


Sign up today to supercharge your insight into what it takes to win in premium!






Tim Ovadia (Global VP Stella Artois) – if you want to know a thing or two about how to win in premium, then Tim’s your man. With extensive experience working within premium beverages, Tim has successfully helped navigate some of the world’s most recognisable drinks brands across global markets. In his current role as VP of Stella Artois, Tim is at the forefront of navigating a premium giant through an increasingly congested landscape, through the power of creativity and understanding consumers.


Kate Berski (Author & Co-Founder Curlsmith) – Having worked with some of the world’s biggest brands, Kate applied her own experience by co-founding Curlsmith, an award-winning premium haircare line designed for curly, wavy and dry hair. From start-up to a multi-million dollar global business, Kate understands what it takes to build and scale a premium brand in the 21st century.


Tom Ellis (CEO Brand Genetics) – An experienced innovator & brand strategist, Tom heads up the Brand Genetics ship, with a focus on bringing a human-first lens to insight and innovation. Having previously been MD of Big Green Door and Director of Strategy & Research at 1HQ, Tom has extensive experience innovating with brands around the world and across categories, working with brands such as Grey Goose, American Express and Estee Lauder to name a few.



Date: Wednesday 25th October 2023

Venue: Online

Time: 2pm GMT / 9am EST

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