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When Burberry announced Marco Gobetti as new CEO a couple of weeks ago with Christopher Bailey re-focusing his role on being creative head (and becoming president), it was another one of those moments the company has become famous for – … Continue reading
http://www.blogtalkradio.com/lifelessonsnetwork/2016/04/21/ceo-in-10-with-wolfgang-schaefer-from-rethinking-prestige-branding A quick intro to some of the thinking in ‘Rethinking Prestige Branding – Secrets of the Ueber Brands’ for all those who rather listen than read.
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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
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In our book ‘Rethinking Prestige Branding – Secrets of the Ueber-Brands’ (Schaefer / Kuehlwein, 2015) we discuss the omnipresent trend towards ‘Artisanalization’, reviewing quite a number of examples like Smith & Norbu, maker of bespoke optical frames, Yuan, hand-crafter of soaps, Lakrids, inventor of … Continue reading
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There is an old saying in beauty and fashion: ‘With every millimeter the mouth opens, the price point goes down a notch’. Low priced mass brands can be all smile and approachable in their ads, they even have to be, … Continue reading
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There’s a new German player in the super-high-end distillery market: The Wolf. The Wolf calls itself a ‘Weissbrand’ (white brandy) since it is made from grapes, like cognac or other brandies. But it is steel-container and not barrel-aged, which explains … Continue reading
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In an effort to revise their drastically declining sales Abercrombie & Fitch announced in early 2015 that it was dressing up. Literally. No more half naked hunks. No more piercings or tattoos. Employees will no longer be chosen by body … Continue reading
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I’m always the first to argue the importance of emotion, execution and style when it comes to Super Premium brands (see my post “Fashion Forward“). But it’s the fusion and careful balance of both, appearance and essence, that does the … Continue reading
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In the world of marketing, fashion has traditionally not been taken very seriously. It’s been viewed as un-strategic, driven more by short-term fads and personal quirks and hunches than solid planning and strategic thinking. Concerned more with ever-changing appearances than … Continue reading
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During religious or national holidays, we are reminded of the global power of legends, or one legend in particular. Without stepping on any religious toes I think it’s save to say that we need stories to believe – and make … Continue reading
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Last week I wrote about the balance between style and substance and how easily the former can undermine or overpower the latter. A fascinating and limitless topic, which easily sustains another week. So, here we go again, a bit deeper, … Continue reading
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Usually I’m a big believer in the innate connection between beauty and what we call truth, i.e. something that resonates within our soul. Last night however that belief got a bit of a damper. I watched Anna Karenina, the new … Continue reading
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