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 3 photos.
Many definitions of myths talk of ‘lies’ – or at least ‘a stretching of the truth’. So we shouldn’t really care much for them. Yet, myths have not only been told and re-told across the millenniums, they have been consistent in their content and construction … Continue reading
Tagged Angela Ahrends, Anita Roddick, Bacardi, brand myth, Burberry, chanel, Coco Chanel, Harun-al-Rashid, Invictus, MINI, Mykita, Napapijri, Patagonia, Red Bull, The Body Shop