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Prestige brands don’t have it easy. We don’t want them to sell to us (in fact, they should ‘un-sell‘), but we love for them to seduce us. They must make us desire them, not just need them, for only then might we be willing to … Continue reading
This gallery contains 5 photos.
When it comes to defining our lifestyle or declaring our values, we need other people for orientation, as benchmarks or to listen to us and care – or it will not be a satisfying exercise. We usually have some ideal state or person(s) we aspire … Continue reading
Tagged Abercrombie & Fitch, Bobo, cult following, cultural strategy, Design Target, Douglas Holt, Elon Musk, Harley Davidson, Monocle, Tesla, Tory Burch, Tyler Brule, Ueber-Brands, Vineyard Vines, Wallpaper
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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
Tagged Amazon, brand myth, Cirque Du Soleil, Freitag, Harley Davidson, Hoshino Resorts, Innocent, Kogan Page, Lakrids, Mini Cooper, Nespresso, Red Bull, Rethinking Prestige Branding, Tesla, The Laundress, Ueber-Book, Ueber-Brands, un-selling, Yuan Soap