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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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Can the Ueber-Brand principles be applied to B2B brands to elevate them in the minds of professional buyers and make them ‘priceless’ – or at least less dependent on pricing? The short answer is “Absolutely, Yes!” But, we know, people are hungry for examples, so we talked with Christopher Harrold, Creative Director at Mohawk how this fine paper maker is not only surviving but thriving in an increasingly digital world. Continue reading
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Victor and his wife Sarah are in love with making jeans the old, slow way in their Raleigh Denim Workshop. They sewed them themselves and proudly signed every pair when they started out in 2007. But in the meantime, they … Continue reading
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Chinese artisan brand Shang Xia is a good example of a brand mastering two key ingredients to build a modern prestige brand: A strong sense of mission and the patience to grow with gravitas. The brand also showcases parent company Hermès’ genius … Continue reading
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Audemars Piguet is up there, even in the already elevated world of ‘haute horlogerie’ and the Swiss Alps. Le Brassus in the high valley of Joux is the birthplace and still the place of hand-crafting AP watches as Tim Sayler, … Continue reading
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In this inaugural episode we talk to Benoit Ams, founder, owner, designer …. Renaissance Man extraordinaire at Smith & Norbu, a brand that offers tailor-made, subtly branded eye-wear for sophisticated clients. The Smith & Norbu optical frames are made from yak horn, which Benoit … Continue reading
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Bespoke is the new luxury – Again. Many consider Chanel the height of luxury. So it is telling to hear Chanel marketers talk about ‘bespoke’ as the ultimate form of luxury today. They are not the only ones to recognize … Continue reading
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In Part I we looked at how premium brands use own flagship stores and retail partners that project exclusivity to keep their glow while extending their distribution. Horizontal geographic expansion around the globe – rather than penetrating a single market … Continue reading
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If you live in New York City – or anywhere else hip – you will likely have heard about the ‘Cronut’ by now. Maybe you have even lined-up to try to get one – or a maximum two. Cronuts have … Continue reading
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I’m always the first to argue the importance of emotion, execution and style when it comes to Super Premium brands (see my post “Fashion Forward“). But it’s the fusion and careful balance of both, appearance and essence, that does the … Continue reading
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This is a tale of two bottles. A bottle of soy milk that stands out and tells a story and a bottle of perfume that inserts itself into the saga that is Hermès. Both have in common that the stories … Continue reading
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I visited Lego in Billund the other day. I should say “I made a trip to Legoland, the ‘real’ land of Lego.” For this small town in rural Denmark not only hosts one of the namesake amusement parks (and a Lego-hotel, … Continue reading
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The candle brand Cire Trudon (Trudon Wax) provides a wonderful illustration of how an extensive history is transformed into a rich heritage and the creation of myth and meaning that the acquirer of these exquisite luxury candles can take home and dissipate – quite literally. … Continue reading
Ueber-Brands™ 