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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
This gallery contains 10 photos.
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
This gallery contains 13 photos.
Most of us associate Patagonia with the rugged, southernmost tip of America and/or with a brand of colorful, high-tech, high quality (and somewhat high priced) outdoor clothes one would wear to explore that place. And most of us have at least a feeling … Continue reading
This gallery contains 10 photos.
In this episode we talk to William Espey, Brand Voice Lead at Chipotle Mexican Grill, the booming ‘casual food’ restaurant chain sought out by most for offering hearty burritos at a relatively low price*, admired by many for being an advocate for … Continue reading
This gallery contains 3 photos.
In this episode we talk to Maria Sebregondi, co-creator and VP of Brand Equity & Communication at Moleskine, the storied, little black notebook brand. Since its creation in 1997, Moleskine has become a favorite tool among urban knowledge workers and everyone who still feels … Continue reading
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[Prefer listening over reading? Watch the video interview on the subject below.] When it comes to defining our lifestyle or declaring our values, we need other people for orientation, as benchmarks or to listen to us and care – or … Continue reading
This gallery contains 11 photos.
The Mini is a runaway success by most measures – except size, maybe. Who would have thought that this quirky, tiny car could carve out significant market share, again, when most other brands were talking size, comfort or power? And … Continue reading
This gallery contains 13 photos.
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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Novalis, an author, poet and philosopher of Early German Romanticism (1772-1801) once wrote: By imbuing the meaningless with meaning the ordinary with a sense of mystery the known with the dignity of the unknown, and the finite with an infinite … Continue reading
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No, I am not talking about Hermès today but about a maker of power tools! You see, I often get challenged by marketing friends that the principles of premium branding that we lay out in our model only apply to … Continue reading
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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
This gallery contains 20 photos.
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
This gallery contains 28 photos.
– 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
This gallery contains 20 photos.
We met the Marketing Manager of Hoshino Resorts last week at a meeting in Tokyo. She gave us a vivid account of the marketing and business model behind the unique, Japanese luxury resort and spa brand – Hoshinoya. But most … Continue reading
Ueber-Brands™ 