Premium brands and purpose-led brands share key qualities with their audiences: They are fiercely committed to their intentions. They strive for transparency. They reward authenticity. They are motivated by value beyond price. They are curious. They understand that the most enduring and valuable relationship with their customers exist at the intersection of emotion and intellect. They respect storytelling and craft. They are enthusiastic about superior experiences. They are passionate about their products, services, and reputation. They recognize the connection between sustainability and viability. They are interested in the long view. They live the shift from economic to ethical capital. And they appreciate beauty and order.