The brand worlds of BMW and Hugo Boss suggest people will happily pay more if they're given a reason. But that means deep emotional connections in terms of both product and dialogue.
For BMW, there's the satisfying clunk of the door, the feel of the leather seats, the roar of the engine. There's the pre and post sales service, the lifestyle brand extensions and even the short films starring the likes of Madonna. All underpinned by the blue and white propeller and "sheer driving pleasure".
Some food for thought then for the premium carriers in their efforts to fend off the discounters.
For Singapore Airlines, keep the girl, but bring her firmly into the 21st century.
A more self-assured go-getting woman who, while still graceful and feminine, knows what's what when it comes to international travel. She'll give you a restaurant recommendation for New York, show you how to use the in-flight technology, but remember your name as she says goodbye.
But not just in-flight. A loyalty programme that further perpetuates the brand world, convincing regular travellers that they are part of something exclusive. A carrier to be travelled on whenever possible, even after mileage thresholds have been reached.
It also implies more meaningful advertising that goes beyond pretty pictures.
Not to throw the baby out with the bath water, but to make sure the brand continues to be relevant and compelling.
And perhaps even brand extensions. Whether travel luggage, golf accessories, or a hotel in New York, definition of an even more comprehensive brand experience.
With service excellence defined by the reinvigorated Singapore Girl, Cathay Pacific would require something rather different.
Leverage the exemplary safety record, the highly trained flight crew.
Think 'getting you there in style', gadgets, in-flight product excellence and a sprinkling of glamour as offered by crew from 11 Asian lands. Almost brings to mind a suave, Chinese James Bond-esque character. Still encapsulating all the attributes of a premium carrier but not in a 'me-too' way.
An idea that conveys safety, on time, state of the art, but that does not rely on cliche.
And with a market increasingly motivated by a deal, each would require a consistent tactical sub-brand to complete the offer. A way to stay involved with the brand, even when not being paid by the company. It's impossible to sell a seat once an aircraft has pushed back, and so as long as it remains a profitable sell, it's better that it leaves full. Whether the premium carriers remain full is largely in their hands.