The art of aspiration for premium brands
HUE & CRY The brands we admire most today share a common trait. They don’t just offer products. They offer perspective. In the past, aspirational branding was tethered to exclusivity. High prices, hard-to-get launches, and elite associations. While this still stands true, there’s an evolution in terms of what aspiration means to audiences. It is […]
Everyday Escapism: The new premium trade-up
HUE & CRY What does premium mean when people are tired, stretched, and constantly plugged in? Increasingly, it means escape. Not the long-haul kind, but something smaller, faster, and closer to home. According to WGSN, 71% of consumers now prioritise purchases that make them feel good in the moment. A further 63% say they are […]
From social posts to bookings: storytelling in the scroll era
HUE & CRY Social media has changed. It is no longer just for inspiration. It is a booking tool. The good news is, if content is king then context is the booking engine. Travellers now use Instagram and TikTok to find hotels in real time. A 2023 report from Skift noted that 70% of Gen […]
Travellers want truth, not tropes: why authenticity wins
HUE & CRY The most powerful thing a brand can do today? Be honest. That doesn’t mean boring. It means lived, human, and coherent. Today’s travellers – especially Gen Z and Millennials – want to feel something. They want that feeling to be real. And they want the promise you made before booking to match […]
How to stay relevant without selling out
HUE & CRY For legacy hospitality brands, the pressure to evolve can feel like a threat to everything built so far. But staying relevant does not mean losing who you are. It means expressing that identity in a way that resonates today. At our recent webinar, Jenni Benzaquen, a luxury business advisor and former Global […]
Why storytelling is your strongest commercial strategy
HUE & CRY Storytelling is often dismissed as fluff: the decorative layer that makes a brand feel polished. But what if we said it’s one of the most powerful tools you have to drive revenue, loyalty, and long-term brand value? At our recent industry webinar, From Headlines to High Rates, we heard this message loud and clear. […]
Hue & Cry Official B Corp Report
HUE & CRY As part of our ongoing commitment to being a B Corp agency, we know and understand that transparency matters. This is why we’re delighted to release our first B Corp Report, which dives into our score of 91.3 and gives some greater context to the score, and what makes us tick as […]
Can cultural relevance go beyond celebrity sparkle?
HUE & CRY Celebrity endorsements have long been a go-to for premium brands, but is that the only way to stay relevant? Not anymore. As consumers grow more discerning, the focus has shifted to authenticity, shared experiences, and deeper cultural connections. Universal Rituals as Cultural Anchors As Craig Knox explained in our recent webinar, “Cultural […]
Beyond the Liquid: Why Premium Spirits Need to Connect Emotionally
HUE & CRY It’s no secret that premium spirits have to taste great. But in today’s world, the liquid is only part of the story. Consumers want something more – a brand that connects with their values and elevates their moments. As Valerie Marks succinctly put it, during our Premium Dilemma webinar, “The liquid is […]
What Makes a Premium Spirit Premium? A Deep Dive into Modern Consumer Expectations
HUE & CRY The term “premium” once conjured images of exclusivity and luxury – reserved for only the most discerning buyers. But the world of premium spirits is changing, and the rules are being rewritten. During our recent webinar, ‘The Premium Dilemma: Understanding the new challenges and standards for premium spirits in a rapidly evolving […]