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- To Elevate Product and Brand – Make it the Holy Grail - Axel Dumas, descendant of the founder and chairman of French luxury house Hermès said in an interview¹, ‘We are the rare company with no marketing department, because our first goal is the product.’ And that’s exactly how the brand comes … 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
- How ‘Niche Brands’ Survive Acquisitions and Thrive - In order to be credible and thrive, ‘niche brands’ (be they ’boutique’, ‘craft’, ‘local’, ‘organic’…) must make sure that they let their particular brand myth and engaging mission guide them in everything they do. They must do this not only … Continue reading
- B2B Beyond The Material – Interview with Mohawk Fine Papers’ Creative Director Christopher Harrold - Can the Ueber-Brand principles be applied to B2B brands to elevate them in the minds of professional buyers and make them 'priceless' - or at least less dependent on pricing? The short answer is "Absolutely, Yes!" But, we know, people are hungry for examples, so we talked with Christopher Harrold, Creative Director at Mohawk how this fine paper maker is not only surviving but thriving in an increasingly digital world. Continue reading
- Ueber-Brand Activation: Chobani Tops Treats with Tolerance - Few brands are born Ueber-Brands. Like most humans, most brands start out wanting to do a good job and establish themselves. It’s only later that some of them feel the need to ‘dig deeper,’ find a higher calling and sharing … Continue reading
- Taking Brands and People Üeber – JP interviewed by getAbstract co-founder Patrick Brigger - Can Ueber-Branding be applied to any industry and brand... and people? How do Ueber-Brands elevate themselves above the rest? How do they attract people? - Not only as buyers but as employees? ... These are just some of the questions Patrick Brigger asked me in this interview. Continue reading
- Rethinking Prestige Branding – A 10 Minute Q&A - Book review site ‘getAbstract’ interviewed us about modern Prestige branding and we (humbly) thought our answers are well worth sharing with our readers, too… and the little video at the end, in particular. So here you go: 10 Minutes … Continue reading
