Tag Archives: desirability

Le Cronut – Making a bastard doughnut an object of desire.

Posted on September 29, 2013 by JP Kuehlwein

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 →

Gallery | Tagged beyond compare, craftsmanship, creating the bubble, Cronut, cult following, desirability, Dominique Ansel, donut, doughnut, linkedin, queuing, scarcity | 1 Comment

What A Romantic Can Teach Brand Managers

Posted on March 30, 2013 by JP Kuehlwein

This gallery contains 2 photos.

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 →

Gallery | Tagged beyond compare, brand meaning, brand myth, cult following, desirability, German Romanticism, Harley Davidson, Hermes, linkedin, Nokia, Novalis, philosophy, Red Bull, un-selling | 5 Comments

How Premium Brands Grow Without Losing Their Glow – Part I

Posted on February 7, 2013 by JP Kuehlwein

This gallery contains 20 photos.

Marketing “guru” Martin Lindstrom is concerned about the effects that ‘reaching-down’ and the ‘fashionization’ of Luxury labels has on their long-term ability to maintain desirability and premium price points. He writes in his piece “The Luxury Catch 22” “With a … Continue reading →

Gallery | Tagged Aesop, brand manifestation, desirability, exclusivity, expansion, Godiva, Greater China, growth, Gucci, Kiehl's, linkedin, Louis Vuitton, luxury, Martin Lindstrom, point of purchase, price discrimination, Stihl | 1 Comment

Creating a Myth

Posted on December 29, 2012 by wolfschaefer

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 →

Gallery | 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 | 4 Comments

Art without Tears

Posted on December 9, 2012 by wolfschaefer

This gallery contains 1 photo.

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 →

Gallery | Tagged Andy Warhol, art, attention to detail, authenticity, beyond compare, brand integrity, brand meaning, brand myth, brand purpose, brand spirituality, commerce, desirability, emotional marketing, Kitsch, linkedin, philosophy, soul of a brand, status, style, substance | 5 Comments

How to create a Looooonging for Doughnuts

Posted on September 19, 2012 by JP Kuehlwein

This gallery contains 1 photo.

A shop called “The Doughnut Vault” in Chicago has made it a habit to close their doors early when they run out of their sweet treats, as springwise.com reports. Apparently it happens almost every day. So why don’t they increase production … Continue reading →

Gallery | Tagged desirability, scarcity, The Doughnut Vault | 1 Comment

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