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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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In this article for the Journal of Brand Strategy (Henry Stewart Publications, Spring 2017), we examine how some modern prestige brands go beyond traditional strategies of luxury marketing like exclusiveness, provenance or precious materials to make us want them. They create “meaning beyond the material” by redefining their categories, setting new standards and – for the best among them – by embracing and living ideals people aspire to. – We call them Ueber-Brands, as you likely know by now Continue reading
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David Batstone is not one to be easily typecast. As you learn more about David you might get a bit perplexed not only by the uncounted, very public projects in which he plays a leading role or the multitude of positions he holds but … Continue reading
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Patagonia is the quintessential Ueber-Brand. This brand is fascinating and we have written extensively about what we think drives and sustains its success in our latest book as well as on this blog. But it is quite another thing to hear it … Continue reading
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Most of us associate Patagonia with the rugged, southernmost tip of America and/or with a brand of colorful, high-tech, high quality (and somewhat high priced) outdoor clothes one would wear to explore that place. And most of us have at least a feeling … Continue reading
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Storytelling has become the hot topic as the mainstream of marketers discovered that stories can make us relate to- and remember a brand more fondly than a cold sales pitch. But marketers who seek to elevate their brands beyond the material … Continue reading
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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
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We had the honor to be invited to talk about ‘Ueber-Branding’ by the Fashion Institute of Technology and the Luxury Marketing Council in New York and also bring along a panel of friends from Moleskine, The Laundress, CO Bigelow and Dunnhumby. … Continue reading
Ueber-Brands™ 