This 17-minute masterclass by Omar Eddaoudi, founder of O Growth Labs, reveals the psychological principles that enable premium brands to command prices 10 times higher than competitors. Rather than focusing on flashy visuals or celebrity endorsements, this course deconstructs the hidden psychology behind premium advertising that has made brands like Chanel, Nespresso, Nike, Lululemon, and Represent market leaders in their categories.
The course is built around three timeless principles that all premium brands share:
1. Exclusivity — Creating a narrative around the product that elevates it beyond functional value. Exclusivity is not about scarcity or artificial shortages; it’s about reframing the product from a unique angle that hasn’t been explored before. Historical examples include Packard Motor Company’s “For Discriminating Clientele” campaign (1929) and the Lucky Strike “It’s Toasted” repositioning, which both repositioned ordinary products as premium through narrative rather than product changes.
2. Identification — Premium brands don’t sell products; they sell a reflection of who customers aspire to become. The product becomes a mirror of the customer’s identity and aspirations. Chanel’s iconic campaign “Every Woman Alive Adores Chanel No. 5” positioned the fragrance as a symbol of elegance, femininity, and sophistication, appealing to every level of society’s aspiration to belong to an exclusive club. Identity makes customers tie their sense of self into the product.
3. Storytelling — Creating a narrative that connects the product with the brand and the customer’s life, transforming a casual purchase into an emotionally embedded experience. Nespresso’s partnership with George Clooney exemplifies this—Clooney wasn’t just a celebrity face but the embodiment of the lifestyle and aspirations Nespresso wanted to communicate. Storytelling makes brands unforgettable.
