What Can Be Learned from Ultra-Premium Branding?

Even though experts tell us the Great Recesssion ended in June, 2009, many companies and consumers are eagerly awaiting the return of strong quarter-over-quarter growth. In the meantime, you may be asking “What’s going on with ultra-premium brands, and how does the concept of ultra-premium relate to my company’s brands?”

Integrity and Quality

One answer is the need for each company to protect its brand integrity, and remind customers of the company’s uwavering commitment to quality. As Steinway & Sons says, “That which distinguishes Steinway pianos, more than all else, is summed up in our dedication to a single ideal: make the finest pianos in the world. It has never entered our minds to compromise quality. Where some have substituted mass-produced, synthetic components to speed production or reduce costs, we apply technologies and new materials only when they provide proven enhancements in the piano. We adhere to these principles for one reason — compromise on quality, and you risk the sound, the touch, and ultimately, the integrity of the instrument.”

Case Study: Steinway & Sons

As part of The Wyant Simboli Group’s on-going work for Steinway & Sons, our company helped launch the new campaign for the Steinway & Sons’ Custom Pianos Division. We’ve started by creating hi-touch sales and marketing materials which will be presented in-person to discerning individuals around the world who are interested in creating their own custom Steinway piano. As part of this process, each customer of the Steinway & Sons Custom Piano Division shares a personal vision for the one-of-a-kind piano which Steinway will craft — just for them. Click on the images above or below to visit the Steinway & Sons website pages and learn more about the history of these extraordinary instruments, and the world of possibilities open for the design of new custom Steinway pianos.