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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
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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
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“If toilet paper can make you happy… Why not? Life is hard enough! …” – In this podcast episode we muse with Paulo Pereira Da Silva, CEO of the Renova about how he has transformed this long-standing Portuguese tissue maker … Continue reading
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Have a brand and want to charge a premium? – Then you better stop selling and start to woo your target audiences. Because selling is the opposite of seducing. – It’s not sexy. And that creates a natural conundrum for brands … Continue reading
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Last week I wrote about the balance between style and substance and how easily the former can undermine or overpower the latter. A fascinating and limitless topic, which easily sustains another week. So, here we go again, a bit deeper, … Continue reading
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– the Australian boutique Beauty Care brand founded in 1987 – intuitively masters the art of “class branding”. It is a perfect case to illustrate key principles that – when lived by – can lift a brand above the masses. Of course their … Continue reading
Ueber-Brands™ 