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- Crises – An Opportunity For Brand Elevation - "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
- The joy and challenge of purveying better products and better lives – Interview with Dilhan Fernando, CEO Dilmah Tea - Dilmah Tea is the pioneer you might not have heard about when it comes to fairer trade practices, implementing sustainable operating processes, educating consumers and to being founded on the belief that purveying a superior product needs to go hand-in-hand with helping to create a better socio-economical and natural environment. Listen to our interview with its CEO. Continue reading
- ThankYou. – Admirable Activism or Brand-Based Bullying? - Australian social enterprise ‘ThankYou.’ leverages a mix of mythology, passionate appeal and social shaming to get consumers, their customers and competitors to buy, sell and - maybe - license the brand. Is that brilliant activist brand- and business building? Or is the concept of a ‘brand with a higher purpose’ being abused to bully your way to growth? Continue reading
- S’well – From empty bottle to meaningful fashion accessory – Interview with Sarah Kauss, Founder and Chairwoman - S'well brand founder Sarah Kauss explains how she transformed water bottles into becoming meaningful and must-have fashion accessories and her vision for the brand's future. In this interview, you will hear many of the principles of Ueber-Branding and how they are being applied. Continue reading
- How ‘Slightly Fu**ed-Up’ motivates people to buy into- and work at Freitag – interview with Oliver Brunschwiler, ‘Lead Link’ - In the land of bags, 'Freitag' stands for 'messenger', 'made in Switzerland from recycled truck tarp', 'designed by the bros', and ... "slightly fucked up," as 'Lead Link' tells us . And he is not only talking about the bags, but also about the brand and company culture, as you will hear in our interview with Oliver Brunschwiler. Continue reading
- Why Reach and Consumption are Not always Brand Nirvana - 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
- How an Ueber-Brand responds in times of crisis – Alison Cayne, Haven’s Kitchen - 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
- Haven’s Kitchen: About Sharing Life Skills and Sauces – Alison Cayne, Founder - 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
- FRoSTA: Putting your Money Where Your Mission Is – Felix Ahlers, CEO - 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
- Questions To Answer: How Manifest Brand Through Product? - 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
