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- Ueber-Branding Social Enterprise? – JP interviewed by Impact Boom - UEBER-BRANDING SOCIAL ENTERPRISES? - Absolutely! If people are not aware of Social enterprises and their causes, then their possible impact remains limited. Using the 'Ueber-Branding' approach makes particular sense, since social enterprise comes with a desirable element in their DNA which other companies often lack: A higher purpose. Hear more on the subject in this interview. Continue reading
- Un-Selling – The Superiority of Seduction - How can Brands seduce rather than sell? - Here are some of the critical questions you should ask to see if your brand does what it takes to be admired, desired and bought into rather than needing to be promoted to be sold. Continue reading
- Humbly Served and Successful – RXBAR Co-Founder Peter Rahal tells the story - Peter Rahal, co-founder of RXBAR tells us how the nutrition bar made its swift ascent from idea to a brand so appealing that Kellogg had to buy it for $600 million four years later. Continue reading
- Are Social Issues a ‘Proven Marketing Tool’ now? - After promoting ‘Like-A-Girl,’ ‘MeanStinks,’ ‘Boss-vs-Bossy,’ ‘SorryNotSorry,’ ‘ShareTheLoad,’… social messages on its Always, Secret, Pantene, Ariel… brands, respectively, P&G is at ‘social issue advertising’ again as it “bravely ignites this dialogue [about ‘toxic masculinity’ as the WSJ put it] with its … Continue reading
- Make ‘Brand Purpose’ Real – or it risks to back-fire - Advertising a higher brand purpose can create appeal and elevate a brand. But done wrong it can backfire, create disillusionment with the brand and damage engagement on the purpose. The key lies in the doing vs the saying, as we will see. Continue reading
- To Elevate Product and Brand – Make it the Holy Grail - Ever noticed that some of the brands we pay a significant premium for don't actually feel like they try hard to sell us on their product? These brands - we call them 'Ueber-Brands' let their visible passion for the product do most of the talking and sells us. They make their product the ‘holy grail’ and behold it as if it was a revelation. Continue reading
- Living The Dream – How Brands Create Authenticity - How can Brands appeal through authenticity? - A brand mission must be lived to be taken seriously. A myth must be embraced to work. A lived and felt purpose is what people experience as 'authenticity,' the 'truth' behind a brand. Continue reading
- Master Myth Maker – Ramdane Touhami, mind behind Buly and other exquisite Brands - An interview with Prestige brand creator extraordinaire Ramdane Touhami. He is the mind and myth-maker behind brands like Cire Trudon and L'Officine Universelle Buly. You will also find plenty of background materials in this podcast note. Continue reading
- Does Product Top Purpose? – Halo Top’s ‘full pint’ vs Ben & Jerry’s ‘double dip’ - If you live in the US and have any interest in ice cream – or consume social media with any regularity (and the two seem to correlate) – then you will have heard about ‘Halo Top’. The premium ice cream’s … Continue reading
- The Leadership Structure behind Winning Brands - Let’s qualify that headline right away, to avoid being accused of ‘click-baiting’: The leadership structure we researched was specifically that behind iconic, mission-driven brands that have seen sustained sales growth while being able to demand a premium price versus the … Continue reading
