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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
Tagged authenticity, Ben & Jerry's, Ben Cohen, cult following, Halo Top, ice cream, Jerry Greenfield, Justin Woolverton, Soul, truth, Ueber-Target, Walter Freese
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In this article for the Journal of Brand Strategy (Henry Stewart Publications, Spring 2017), we examine how some modern prestige brands go beyond traditional strategies of luxury marketing like exclusiveness, provenance or precious materials to make us want them. They create “meaning beyond the material” by redefining their categories, setting new standards and – for the best among them – by embracing and living ideals people aspire to. – We call them Ueber-Brands, as you likely know by now Continue reading