Tag Archives: TOMS

Article: How modern prestige brands create meaning through mission

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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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Secrets of the Ueber-Brands

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Why do some pay a relative fortune for a MINI car, Renova toilet paper or a skin cream and detergent from Aesop when those seem to have none of the ‘functional superiority’ conventional marketers would seek to demonstrate? Why were … Continue reading

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A Beauty Insider’s Look at Ueber-Branding

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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

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