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- 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
- 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
- ThankYou. – Admirable Activism or Brand-Based Bullying? - Australian social enterprise ‘ThankYou.’ leverages a mix of mythology, passionate appeal and social shaming to get consumers, their customers and competitors to buy, sell and - maybe - license the brand. Is that brilliant activist brand- and business building? Or is the concept of a ‘brand with a higher purpose’ being abused to bully your way to growth? 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
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