Looking for bios, Ueber-Branding moves, a case-study, podcast interviews…?
Type it into the SEARCH BAR TO THE RIGHT,
use the Ueber-Branding CATEGORIES menu or HOT TOPICS CLOUD below it
or browse the latest BLOG-CAST POSTS here:
- Trust and a shared Truth are key to Airbnb’s Success – Douglas Atkin, ex-Global Head of Community explains - Airbnb's former Global Head of Community - Douglas Atkin - tells us about how he helped the platform find a purpose and the central role it- and engineering social Trust have played in making Airbnb an Ueber-Brand. Among many other insights. Enjoy! Continue reading
- Questions To Answer: How Balance Longing and Belonging? - How leverage people's desire for inclusiveness and community while at the same time create a sense of exclusivity? Create some tension that makes people long to belong? It is a balancing act that brand owners need to master if they want to be about more than 'price and performance'. Continue reading
- Purpose and Promotion Don’t Mix Well – Ben & Jerry’s Global Social Mission Officer Dave Rapaport explains - Ben & Jerry's Global Social Social Mission Officer Dave Rapaport tells us what it takes to be an authentic, purpose-led but profitable brand. Hints: Do not mix purpose and promotion - in a marketing kind of way - and stand up to be counted... when it really counts. Continue reading
- 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
- Questions To Answer: How Un-Sell? - 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
- Questions To Answer: 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
