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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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The expert Book review site ‘getabstract’ gave us a pretty rare 8 of 10 rating and felt compelled to interview us about modern Prestige branding afterwards. We (humbly) thought our answers are well worth sharing with our readers, too… and … 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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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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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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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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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
Ueber-Brands™ 