Tag Archives: Ueber-Mensch

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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