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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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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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In this episode we talk to Maria Sebregondi, co-creator and VP of Brand Equity & Communication at Moleskine, the storied, little black notebook brand. Since its creation in 1997, Moleskine has become a favorite tool among urban knowledge workers and everyone who still feels … Continue reading
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[Prefer listening over reading? Watch the video interview on the subject below.] 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 … Continue reading
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We are discussing Brunello Cucinelli, the ‘Cashmere King’ and his eponymous brand with David LaRocca author, film maker and scholar of philosophy. David, like us, has been fascinated by Brunello, who says he is guided by the great historic thinkers … Continue reading
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There is an old saying in beauty and fashion: ‘With every millimeter the mouth opens, the price point goes down a notch’. Low priced mass brands can be all smile and approachable in their ads, they even have to be, … Continue reading
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“Beauty is hope. It’s about our dreams and aspirations. Yet, as with everything, digital has made reality creep up on it big time. Where beauty brands, especially prestige ones, once fancied themselves as hovering above the fray in a realm … 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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The candle brand Cire Trudon (Trudon Wax) provides a wonderful illustration of how an extensive history is transformed into a rich heritage and the creation of myth and meaning that the acquirer of these exquisite luxury candles can take home and dissipate – quite literally. … Continue reading
Ueber-Brands™ 