This gallery contains 4 photos.
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
Tagged art, brand ritual, craftsmanship, Creme de la Mer, Dorset cereal, Hermes, Lakrids, Maison du Chocolat, MINI, Nespresso, product elevation, SK II, Smith & Norbu, Story To Believe (STB), storytelling
This gallery contains 7 photos.
During religious or national holidays, we are reminded of the global power of legends, or one legend in particular. Without stepping on any religious toes I think it’s save to say that we need stories to believe – and make … Continue reading
Tagged beyond compare, brand meaning, brand myth, brand narrative, Brand stories, chanel, coco, Creme de la Mer, cult following, desirability, Gary Hirshberg, hero with a thousand faces, Joseph Campbell, Karl Lagerfeld, legend, linkedin, Louis Vuitton, marketing with stories, Max Huber, Monomyth, Red Bull, religion, Stonyfield Farms, The Apotheosis, The Belief, The Calling, The Challenges, The Future, The Inspiration/Idea, The Principles, Wendy Kaufman, Whole Foods