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The desire for products often stems from a sociological impulse to emulate admired figures rather than fulfilling actual needs. René Girard’s concept of “mimetic desire” illustrates that consumers want items linked with their aspirational identities, prompting marketers to target influencers who embody desirable lifestyles. This insight is essential for successful branding strategies. Continue reading
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The interview between JP Kuehlwein and Pablo D. Lopez Zadikoff explores how brands can achieve “Ueber-Brand” status by creating meaning beyond material offerings, particularly in a digital and socio-cultural context. It discusses the roles of social media, brand community, and significance of purpose in elevating brands. 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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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
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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™ 