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 19 photos.
We say in our premium branding model that “the first rule is to make your own” as one strives to develop brand myth and meaning. – It’s ‘Mission Incomparable’. Many premium brands are about identity construction. They help customers to … Continue reading
Tagged Apple, attention to detail, Badoit, Benefit, brand language, brand manifestation, brand meaning, brand myth, differentiation, Harley Davidson, J.Crew, Jean-Paul Hevin, La Prairie, Le Labo, Maison du Chocolat, Nespresso, Starbuck's, ueberbrands