The Premium Paradox: Building Brand Equity While Scaling Performance - Celine Cohen, Ergonofis

In today’s hyper-competitive digital landscape, premium brands are under pressure to perform—not just creatively, but financially. But how do you maintain the integrity of a high-end brand while chasing ROAS, managing ad fatigue, and navigating rising acquisition costs? In this session, Celine Cohen, Marketing Director at Ergonofis, shares lessons from over two decades in DTC and agency leadership, including how she’s helped grow a Canadian premium furniture brand while preserving its craftsmanship-driven identity. From brand storytelling that converts to smart performance trade-offs, you’ll walk away with practical strategies for scaling without dilution—and making sure your brand stands for something more than just the next click. Key Takeaways: How to align brand and performance teams around shared growth goals When to invest in storytelling—and when to double down on data Real-world examples of what works (and what doesn’t) for premium positioning Common traps brands fall into when scaling—and how to avoid them