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- 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
- 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
- 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
