Category Archives: 1 – Mission Incomparable – The first rule is to make your own

The first point is quite simple and yet probably hardest to achieve: Super Premium brands are, to a large degree, about aspiration and identity construction. Allowing customers to elevate or at least advance themselves into something better, bigger, newer … To do this they don’t just need to have personal relevance, they need to offer cultural resonance. Because only if a Super Premium brand resonates in your social environment can it help you craft or focus your identity – towards yourself, and towards others. Super Premium brands achieve this usually in two ways: Either by re-defining a category and setting new standards that take them beyond the status quo (think Nespresso). Or by following a higher calling that lifts them out of the ordinary and gives them true meaning and purpose (think Patagonia). Or they artfully combine both (think Apple). And, speaking of Apple: Of course, being incomparable requires staying on your feet to move ahead. Surprising yourself and all followers by constantly reinventing yourself, thus remaining true to your core.

Recap
– About the need for a true and daring purpose that resonates
– Re-defining the category by not just setting new but unique standards
– And how to constantly change while staying true to yourself

Here are Posts and Podcasts on this principle:

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Warhol – At the Edge Between Mass and Class

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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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Le Pain Quotidien – Attention to Detail in Manifesting the Brand

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Seth Godin shared an observation in his Blog “All Marketers Are Liars” the other day.  Visiting a Le Pain Quotidien bakery, he noted that panels on the doors said “Pull” in multiple languages.  He smartly concludes that he wasn’t witnessing a … Continue reading

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