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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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Let’s qualify that headline right away, to avoid being accused of ‘click-baiting’: The leadership structure we researched was specifically that behind iconic, mission-driven brands that have seen sustained sales growth while being able to demand a premium price versus the … Continue reading
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In order to be credible and thrive, ‘niche brands’ (be they ’boutique’, ‘craft’, ‘local’, ‘organic’…) must make sure that they let their particular brand myth and engaging mission guide them in everything they do. They must do this not only … Continue reading
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Rogue researchers at Nestlé had tinkered around with the coffee capsule and brewing technology that was to become Nespresso since the 1970s. At that time, Nestlé dominated the soluble category, but that category was stagnating. It took Nestlé over a … Continue reading
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Celebrities are extremely popular as endorsers. Take David Beckham, the ex-soccer star, for instance, who has managed to be ‘the face’ of Adidas, Belstaff, Breitling, Burger King, Disneyland, Emporio Armani, Gillette, GO (fish fingers), Motorola, Milk (got it?), Pepsi, Police, Sainsbury’s, … Continue reading
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After some 4 years, 75+ interviews, 150 cases studied and uncounted conversations Wolf Schaefer and JP Kuehlwein are proud to present their latest book ‘Rethinking Prestige Branding – Secrets of the Ueber-Brands’ (Kogan Page Publishing). You can order it online (links below) … 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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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
Ueber-Brands™ 