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The Freitag brand lives a dream all of its own[/caption]
The more holistically a Mission and Myth are used to guide all of a brand’s manifestations, the more it becomes a ‘dream come true’ that is shared by its fans.
Here are a few questions you should ask yourself as you seek to ‘Live the Dream’ of the brand and share it. Continue reading
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Only a product that is unique, substantial and superior is good enough to elevate a brand and support a lasting myth. Ueber-Brands put their goods at the center and on pedestals (at least metaphorically) so they can be paid tribute to.
Here are a few questions you should ask yourself as you seek to create a product that truly manifests your brand. Continue reading
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Telling a compelling story that is relevant, relatable, memorable and sharable is key for any brand. But to become an Ueber-Brand you need to elevate your story to a ‘myth’. Answer to a higher truth or guide with social value.
Here are a few questions you should ask yourself as you seek to create a myth and with it a deeper meaning to your brand. Continue reading
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How leverage people’s desire for inclusiveness and community while at the same time create a sense of exclusivity? Create some tension that makes people long to belong? It is a balancing act that brand owners need to master if they want to be about more than ‘price and performance’. Continue reading
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How can Brands seduce rather than sell? – Here are some of the critical questions you should ask to see if your brand does what it takes to be admired, desired and bought into rather than needing to be promoted to be sold. Continue reading
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How can Brands appeal through authenticity? – A brand mission must be lived to be taken seriously. A myth must be embraced to work. A lived and felt purpose is what people experience as ‘authenticity,’ the ‘truth’ behind a brand. Continue reading
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How can Gen-Zers be Climate Activists and Fast Fashion followers – all at the same time? It starts make sense when you look at it from the perspective of of how Gen-Z – and really everyone else , too – construct their idea of self, form their tribes and when considering how social media or super fast supply chains act as enablers… Continue reading
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Can all products and services be elevated to become meaningful brands? That is one of the questions JP and Deborah discuss in this interview for The Internationalist. Continue reading
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In in the land of Ueber-Brands, staying quiet, keeping some people away and putting a breaks on consumption might be what is needed to stoke the desire, keep prices at a premium and protect those sweet margins. Continue reading
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Alison Cayne, founder of havens Kitchen, shares how she navigates through this crisis, setting her organization, business and brand up to not only survive but thrive, where possible. And she does so in her own humble, ethical but efficient and entrepreneurial way. Continue reading
Below, you will find links (click pictures) to some of the sites, ads, films and more we refer to in our book ‘Rethinking Prestige Branding – Secrets of the Ueber-Brands‘. They are listed in the order in which we talk about … Continue reading
s The guide on how to build an Ueber-Brand – peerless, priceless, profitable “Can we become an Ueber-Brand, too? How do we do it? Is there a method beyond the principles? Where do we start? What are the musts? Where are … Continue reading
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Alison Cayne, Founder of Haven’s Kitchen, a cooking school and packaged food purveyor in New York tells us how her brand is made for ‘hustlers’ like her. This story is about a purpose-led and disciplined approach to brand- and business building, sans the ‘unicorn’ glazing. Continue reading
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Felix Ahlers, CEO of European frozen foods company FRoSTA tells us how he evolved and elevated the mission of the industrial food processor to: “Preparing meals the way grandma would” – using only natural ingredients and no synthetic additives. He shares lessons learned along the way that traditional manufacturers struggling to adjust to peoples’ desires for a wholesome lifestyle and a healthy environment should learn from. Continue reading
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In order to be credible and thrive, ‘niche brands’ (be they ’boutique’, ‘craft’, ‘local’, ‘organic’…) must make sure that they let their particular brand myth and engaging mission guide them in everything they do. They must do this not only … Continue reading
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Can Ueber-Branding be applied to any industry and brand… and people? How do Ueber-Brands elevate themselves above the rest? How do they attract people? – Not only as buyers but as employees? … These are just some of the questions Patrick Brigger asked me in this interview. Continue reading
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Victor and his wife Sarah are in love with making jeans the old, slow way in their Raleigh Denim Workshop. They sewed them themselves and proudly signed every pair when they started out in 2007. But in the meantime, they … Continue reading
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As we work with clients on elevating their brands two questions arise repeatedly: Can ‘ueber-branding’ be applied to more ‘technical’ categories – beyond luxury or lifestyle? And do Ueber-Brand products HAVE to be premium priced? The short answer is ‘yes’ and … Continue reading
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Our article in SMU’s Asian Management Insights November 2016 issue summarizes three dimensions we found most successful modern premium brands share. We also outline some key questions you should ask on the way to making your own brand (more) priceless. The … Continue reading
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Why do some pay a relative fortune for a MINI car, Renova toilet paper or a skin cream and detergent from Aesop when those seem to have none of the ‘functional superiority’ conventional marketers would seek to demonstrate? Why were … Continue reading
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One of the founders commented ‘You don’t know shxx from Shinola!‘ during a meeting – This is how an American saying lead to the rebirth of the formerly popular shoe polish it is referring to … at least according to Bridget Russo, CMO Shinola who shared … Continue reading
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“If toilet paper can make you happy… Why not? Life is hard enough! …” – In this podcast episode we muse with Paulo Pereira Da Silva, CEO of the Renova about how he has transformed this long-standing Portuguese tissue maker … Continue reading
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It went through all trade magazines and most others in February that The Body Shop, the sometimes more infamous than famous poster girl of eco-beauty, is launching a new and quite ambitious CSR program titled ‘Enrich not Exploit’. Right in … Continue reading
JP is a global brand- and business builder, recognized strategy expert, teacher, author and speaker. He has a 20+ year of hands-on experience in successfully creating or re-staging brands that have grown to generate over a billion dollars in combined incremental sales … Continue reading
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In this episode we talk to William Espey, Brand Voice Lead at Chipotle Mexican Grill, the booming ‘casual food’ restaurant chain sought out by most for offering hearty burritos at a relatively low price*, admired by many for being an advocate for … Continue reading
We help clients to take their brands ‘Ueber’ – to become peerless, priceless and profitable. Ueber-Brands move beyond the material and instill meaning through their organization, communications and manifestations. They seduce, rather than sell, develop a myth and shine from … Continue reading
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For this episode of the Ueberbrands Podcast we went all the way to the end of the L-train line on the New York subway system; to Canarsie in southeast Brooklyn to visit one of the last seltzer filling factories in the US. … Continue reading
Below, you will find links (click pictures) to some of the sites, ads, films and more we refer to in our book ‘Rethinking Prestige Branding – Secrets of the Ueber-Brands‘. They are listed in the order in which we talk about … Continue reading
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These were the questions I got from an industry analyst the other day. In fact, these are the questions being posed constantly in the press covering the business of luxury. Full of myself, I thought that maybe more than one person … Continue reading
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– the Australian boutique Beauty Care brand founded in 1987 – intuitively masters the art of “class branding”. It is a perfect case to illustrate key principles that – when lived by – can lift a brand above the masses. Of course their … Continue reading
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The most frequent or observant of our readers might have noticed our pop art theme and Andy Warhol himself popping in and out of our header art. “What has that got to do with ‘moving brands from mass to class?’, you might ask. … Continue reading
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