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- Why do we desire things … and Brands? - 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
- Unlocking Meaning for Brand Elevation: Strategies for Success - 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
- Comment rendre une marque irrésistible? - Le cours "Brand Elevation" est maintenant en ligne sure LinkedIn Learning. Plus d'excuses de ne pas rendre vos marques incomparables et irrésistibles ... en FRANCAIS! Continue reading
- What Is Luxury? (How) Does it Evolve? How Create Modern Prestige? - 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
- CLIMATE ACTIVIST AND FAST FASHIONISTA – HOW CAN THAT BE ? - How can Gen-Zers be Climate Activists and Fast Fashion followers - all at the same time? It starts make sense when you look at it from the perspective of of how Gen-Z - and really everyone else , too - construct their idea of self, form their tribes and when considering how social media or super fast supply chains act as enablers... Continue reading
- To Elevate A Brand – Dream – Do – Dare - 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
- Why all companies should seek Brand Elevation? – Interview with JP and Deborah Malone of The Internationalist - 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
- Questions To Answer: How ‘Live the Dream’ of an Ueber-Brand? - [caption id="attachment_3086" align="alignleft" width="142"]
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 - Go Ueber: How To Elevate a Brand – Even in times of crises - 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
- A discussion about Brand Elevation at Columbia Business School - 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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