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- Why Platform Businesses Should be Ueber-Brands – A discussion with Erich Joachimsthaler – Part I - Traditional firms feel the heat from the exploding businesses of platforms and look to become one themselves. Platform businesses are all about participation and should be about positive relationships - desirable ingredients for strong brand equity. However, many platform brands are not used because we like or respect them. How can traditional brands get into the business of platforms and how can one get platform branding right? JP had a discussion on the subject with Erich Joachimsthaler at Vivaldi Group. Continue reading
- TerraCycle: How To Brand Waste – Tom Szaky, CEO and Co-Founder explains - TerraCycle founder and CEO Tom Szaky tells us about how he is pushing "Eliminating the Idea of Waste" and his brand to the top of mind of consumers and packaged goods manufacturers alike. Without spending a dollar on advertising but by expending lots of energy and creativity against a vision he wants us to share. Continue reading
- Questions To Answer: How Create Brand Meaning through Myth? - Telling a compelling story that is relevant, relatable, memorable and sharable is key for any brand. But to become an Ueber-Brand you need to elevate your story to a ‘myth’. Answer to a higher truth or guide with social value. Here are a few questions you should ask yourself as you seek to create a myth and with it a deeper meaning to your brand. Continue reading
- 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
