Click below to read Part One of a two-part series we wrote for the Journal of Brand Strategy (Henry Stewart Publications, Spring 2017). In it we examine how some modern prestige brands go beyond traditional strategies of luxury marketing like exclusiveness, provenance or precious materials to make us want them. They create “meaning beyond the material” by redefining their categories, setting new standards and – for the best among them – by embracing and living ideals people aspire to. – We call them Ueber-Brands, as you likely know by now. – Enjoy the Read.
Creating meaning through myths is one of the seven principles we talk about in our book “Rethinking Prestige Branding” and other posts and podcats on this blog.
You can find out more about the Journal of Brand Strategy here.