If you missed my first article in this series, “How to avoid the Commodity Trap,” be sure to check it out here. As I shared in that piece, Ramey uses four spheres to define the attributes of a premium brand. They are innovation, quality, mission, and stature, and when mapped with the right strategies, they’ve proven to elevate our client partners.
This second article in the series is going to focus on the quality sphere. In many ways, product quality is the foundation of a premium brand. From the intentionality of craftsmanship to the product standards that a brand invests in, product quality is imperative to being seen and perceived as a premium brand. Furthermore, great marketing is never going to overshadow a less than ideal product experience.
We also believe a premium brand’s quality delivers an experience or brand service offering that delights the intended end-user with an above and beyond mentality. Often that is the marker that separates a truly premium brand from the rest of the pack. In this article, we’ll explore premium brands that showcase quality in-action.
Dornbracht
First up is Ramey client Dornbracht – global leader for luxury kitchen and bath fixtures. For 75 years, Dornbracht has made its mark on the ultra luxury category, renowned for quality manufacturing rooted in the heritage of German engineering and the highest level of design. From the initial twist of a faucet handle to the experience of its spa shower systems, there’s truly only one Dornbracht.
Dornbracht’s beautiful products can be found in projects with award-winning designers like Young Huh and Tina Ramchandani and luxury hospitality destinations across the world. The company has also built strategic partnerships with brands like Nature Squared to create one-of-a-kind collaborations through the lens of excellence and sustainability in design.
Now that we’ve highlighted the excellence of Dornbracht’s craftsmanship, it’s time to shine a light on those above and beyond elements of quality. Sustainability has become an increasingly important topic among the architect and design community, but also to eco-conscious homeowners. To support this important initiative, Dornbracht created FlowReduce for its shower systems that reduces the volume of water output in increments (up to 54% for hand showers).
An additional feature of Dornbracht is X-tra Service, which is the company’s concierge-style offering to customize and personalize products. The service can be used to make product adaptations in commercial projects for ADA compliance, such as painted hot/cold markings and even adjusting faucet height. An additional feature of X-tra Service is Dornbracht’s custom offering, which has no minimums (unlike most other manufacturers). This service means designers and the ultra affluent homeowner can bring a complete custom and personalized vision to life.
Oura Ring
Wearable technology has been around for decades, and has continued to gain popularity with the rise of personalization and convenience packed in a small but mighty device. Brands like Garmin, Fitbit, and of course the Apple Watch have dominated the market.
With a trending focus on non-wrist-band wearables, Oura has carved out a clear place in the category as a premium brand. Initially launching in 2015, the company has just released its fourth generation product in October 2024. In addition to its sleek product design and aspirational marketing, the Oura brand takes its human-centered philosophy seriously to provide personalized insights on health.
The brand has created an ultra-premium membership experience that not only showcases additional benefits and features of the product itself, but allows the user to truly see an entire picture of the health journey. For example, Oura will give you personalized recommendations for when you should start your “winding down” period at night, based on previous data for when you’ve had your best night’s rest. The exclusive membership also includes an abundance of meditations, sleep audio sessions and more, showcasing insights that reflect how your body is responding. Oura clearly showcases quality both in the product itself and its premium personalized membership experience building a strong brand community and advocacy.
Nespresso
Speaking of quality and convenience, Nespresso is another great example of both a great product, premium marketing, and an online platform and app that creates a seamless product experience. From creating custom new orders to a recurring order of pods, the app experience is equal parts intuitive and highly useful to the Nespresso user. In addition, Nespresso knows its customer and as a result has forged strategic partnerships with hospitality brands, such as Ritz Carlton. This allows prospective customers to try the product out, while also being there for those who already know and love Nespresso.
Ritz Carlton
Elevated consistency – that is one way to describe a stay at Ritz Carlton. No matter which property you visit, quality is a core tenant that makes your experience unmatched in the travel and hospitality category. There is a level of attention to detail and moments that truly take an above and beyond mentality. From the glass of champagne upon arrival, to the branded umbrellas ready for you in the event of rain, to the custom made sorbet in the middle of a pool day, the brand exudes quality.
Custom Branded Showrooms
Switching gears back to the kitchen and bath industry, in today’s competitive landscape, buying for floor space among other brands in a crowded showroom can create a less than ideal experience for both designers and homeowners. That’s why many brands are choosing to invest in custom showrooms to control the brand and product experience. Companies like Cosentino, Dacor, BauTeam, and Middleby have created the ultimate brand experience. Designers have the opportunity to curate products and collections in a premium setting for their clients, while also having the opportunity to see and participate in live cooking demonstrations and hyper personalized experiences.
As you can see, yes the product experience is vital, but quality doesn’t stop there. A premium brand has to think about the full customer experience. This doesn’t get any easier as customer expectations and competitive pressures grow. Perhaps you are looking for a new unlock to create a powerful experience for your customers or you’re wondering how your brand can stand out in a crowded market, let us help you reach higher.
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