Premium is an organic term, literally. Many brands are seeking to define Premium, own it, redefine it, sell it, push it, and share it. For example, the makers of Bud, Anheuser-Busch, are now selling Organic, Ultra-Premium Vodka. Not just premium, but Ultra-Premium. There are many examples. Odwalla Juices are super-Premium juices. Premium is everywhere. There are Premium chocolates, condoms, water, DVDs, and cats. We are surrounded by Premium.

This leads me to think, if the term continues to be used for everything from Vodka to Christmas Trees (I purchased a Premium Noble Fir this weekend), will the term lose meaning? If Premium were enough of a description, why is Ultra-Premium or Super-Premium needed to describe a superior product or service? Or, is Premium simply the new luxury? According to this article there is no such thing as a luxury product, just a product that has a good luxury story attached. Does the same rule apply to Premium?

Fortunately, at texturemedia, we have more than just a Premium story. We have Premium-Proof.

Premium-Proof: (adj.) has stood the test of time, contains hard facts and data, collective belief, great taste, and talent.

Allison Kent, New Business