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What does it really mean to be a premium brand?

In this episode of What They Said, Lou Ali sits down with Carly Burford, Global Brand Director at Peroni Nastro Azzurro, to unpack how one of the world's most iconic beer brands redefined premium through its new Only Peroni platform.

Carly shares how premium is built through meaning, experience and distinctive brand positioning and why brands need to stop chasing trends and start owning what makes them genuinely unique.

Together they discuss:

• Why premium is about experience, not price
• Rebuilding an iconic brand without relying on heritage alone
• Creating campaigns that show up authentically in culture
• Building meaningful brand partnerships that last
• Why marketers need to be bolder, braver and more single-minded

Whether you're a marketer, brand leader or simply fascinated by how great brands are built, this episode is packed with practical insights on long-term brand building and cultural relevance.

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