The market for ‘premium’ products and services is growing in popularity, as shoppers look for value and meaning from their purchases. But the term is often misunderstood. Canvas8 spoke to Ashley Mauritzen to glean insight into how brands can stand out and best perform in this increasingly crowded space.
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Ashley Mauritzen is a commercial semiotician and cultural analyst. She’s been helping brands decode consumer culture and future-proof their place within it since 2010. Working across brand positioning, product innovation, and creative development for some of the world’s biggest brands, Ashley has strategically mapped everything from oven chips to luxury glass and Gen Z nostalgia to Britishness. Underpinning everything is her fascination with how identity is sought and expressed through culture and consumption. Ashley’s work has been featured in publications including The Financial Times, The BBC, Stylist, and DeZeen.
Anna is a behavioural analyst at Canvas8. Her background in journalism spurred her interest in the intersection of power, identity, and media. She has a master’s in Gender, Media and Culture from The London School of Economics, where she researched media representation and diversity. Outside of work she can be found gardening, taking too many photos, or endlessly trying to crochet the same scarf.
