There are brands that are seen as peerless and priceless. They are able to sustain appeal, a price premium and a share of attention that seems disproportionate to a seemingly small investment in traditional advertising or promotion. We call such brands “Ueber-Brands” and we call the strategy they use to achieve their iconic status “Brand Elevation”. It’s a strategy we have been researching, modelling, writing about, applying and refining for over two decades now.
The article below – which first appeared in The European Business Review in July 2021 – explains why Brand Elevation should be of strategic importance to most brand builders. It summarizes the three phases that we have learned to be critical in getting a brand closer to that desirable “Ueber-Brand”** status. It also provides some of the examples and alludes to techniques that are laid-out in detail in our step-by-step guide “Brand Elevation – Lessons in Ueber-Branding” (see also Further Reading below)
Here is the article (click picture):
For deeper insights into what drives the success of ‘Ueber-Brands’** and for many, in-depth case studies illustrating those drivers, read our book “Rethinking Prestige Branding – Secrets of the Ueberbrands.”
“Brand Elevation – Lessons in Ueber-Branding” is our practical guide to help you give a brand meaning and making it peerless and priceless. It features many application examples as well as case studies shared first-hand by marketing leaders from brands as diverse as Airbnb, Acqua Di Parma, Starbucks, TerraCycle or Youtube.
Want us to help you elevate your own brand? – Write to us at firstname.lastname@example.org
** ‘ueber’ = German for ‘above and beyond’ – just like the ambitions of brands we are talking about.