With a wealth of combined experience in the brand design industry, Brett & Billie have many assertions. One of those assertions is that premium (or more specifically premium design) is being normalised at an unprecedented rate. The problem with this is that what is premium one day is mainstream the next. The brands that work so hard to differentiate and create value through a premium positioning end up suffering, whilst copycat brands reap the rewards. Looking at brands across a range of categories, the 30 minute talk will delve into why we think this is happening and what we think brands can do about it.