Un-Selling – The Superiority of Seduction

Iconoclast Betones

How is your brand reaching out and relating to people? In a calibrated and confident way?  Ueber-Brands don’t sell, they seduce. They communicate and connect with their targets without seeming too eager or needy. Pulling us in as they push the envelope out beyond the expected. Creating proximity while keeping a distance. It’s a fine balance.

Here are a few of the questions you should ask yourself as you seek to elevate your brand by seducing its audience rather than selling to it: 

  • Does your brand exude pride and strength in its social interactions, ads, stores, events, etc.?
  • Have you ever taken a clear, if controversial stance on anything?
  • Do you leverage inaccessibility or intransigence, at times?  Maybe a dose of arrogance?
  • Are the celebrities around your brand understood as users and admirers rather than paid endorsers? 
  • Is your brand considered part of culture or – even better – a muse or source of art?
  • Does your brand stand for an ideal people buy into rather than an idea they need to be sold on?
  • Do you leverage silence and space? It’s communication and experience gold!
  • Rather than paying the media, can you be the medium? 
  • Are there customers that admire you because they do not fully understanding you but want to?

Take some inspiration from our collection of case studies that illustrate how Ueber-Brands un-sell: There are no sales pitches at Freitag it will rather tell you about how its bags are made and at Patagonia they outright tell you NOT to buy their jackets.
Ramdane Touhame is a master when it comes to art of creating products, experiences and a myth surrounding them that requires no selling, even though he calls it such. Listen to him talking about L’Officine Universelle de Buly. But it does not need to get as hyper-real as Buly. Even humble but fine sheets of paper supplied business to business can be un-sold, as we learned from Mohawk Paper in upstate New York. And Tesla’s Elon Musk hates car dealerships so much, he didn’t even consider them… and sold us on his concept.

To get even deeper insights and answers on what drives the success of modern Prestige brands and more detailed questions to guide you there, you can read our book “Rethinking Prestige Branding – Secrets of the Ueberbrands” and look at the Ueber-Branding model and method of application.

Want us to help you elevate your brand? Write to us at info@ueberbrands.com.

 

About JP Kuehlwein

JP Kuehlwein is Co-Founder and Partner at ‘Ueber-Brands’ a New York consulting firm that helps elevate brands in the minds of people and above competition to warrant premium pricing and profits. He previously was Executive Vice President at Frédéric Fekkai & Co, a prestige salon operator and hair care brand and worked at multinational Procter & Gamble as Brand Director and Director of Strategy. JP is a recognized global business leader and brand builder with a 25+ year track record of translating consumer and brand insights into transformational propositions that win in market. His experience spans from developing a global communication strategy for the world’s leading detergent to introducing a new-to-the-world food wrap, disposable diapers as a category in India and a premium skin care brand in China to turning around a luxury lifestyle brand in the US. JP’s latest book is the bestselling “Rethinking Prestige Branding – Secrets of the Ueber-Brands” which he co-authored with Wolfgang Schaefer.
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