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What Is Luxury? (How) Does it Evolve? — There might be as many definitions of Luxury and Brand as there are people on this planet. They are something very personal but also (mostly?) social. This article reflects on how our notion of prestige and luxury evolve (and die) It also offers a framework for how modern prestige brands can be created. Continue reading
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This article for The European Business Review explains why Brand Elevation should be of strategic importance to most brand builders. It also summarizes the three phases that we have learned to be critical in getting a brand closer to that desirable “Ueber-Brand” status. 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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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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This article by Wolf and JP on Brand Elevation and how it relates to managing external crises appeared in SMU’s Asian Management Insights magazine in May 2021. Continue reading
Wolf and JP had the honor and much fun discussing the art and science behind ‘Brand Elevation’ with leaders who work on brands that know a thing or two about Dreaming, Doing and Daring – the three phases of Ueber-Branding we describe our new, step-by-step guide. Continue reading
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“A crisis is a terrible thing to waste,” might have been the mantra for some brands in 2020. They have shown strength and taken steps to further elevate their brand in the mind of their key constituents as this talk/article seeks to illustrate. Continue reading
Ueber-Brands™ 