Below, you will find links (click pictures) to some of the sites, ads, films and more we refer to in our book ‘Rethinking Prestige Branding – Secrets of the Ueber-Brands‘. They are listed in the order in which we talk about them in the book. You can also check out our Ueber-Channel on YouTube for even more case study- and Ueber-Event videos.
If some materials are a bit complex to get to or find, it is because it was not possible legally or because we are a bit technically impaired (volunteers welcome). But then, as you will have read, one often needs to work just that little bit harder to approach an Ueber-Brand ;-) Enjoy!
PART 1
TOMS 2.0 – legend telling brand film – p.18
MyMuesli lets you customize your cereal – p.10
Pakistanis and Indians Share a Coke in Kashmir – p.15
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PART 2
Principle 1 – Mission Incomparable
Tesla’s Secret Master Plan (between you and me) – p.36
Lakrids creation story by Johan Buelow – p.30
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Intermarche – Inglorious Fruit – p.37
Harley Davidson – Live By It video – p.45
……………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………..Case Study 1 – Patagonia:
Patagonia and the DamNation project – p.49
Patagonia Ambassadors – p.49
Patagonia Footprint Chronicles – p.50
Patagonia – Worn Wear film – Mission brought to life. p.50
Patagonia Common Threads program with e-bay p.50
……………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………..Principle 2 – Longing versus Belonging:
Studio 54 velvet rope and ‘Le Freak’ – p.59
Nikola Tesla – Elon Musks hero? – p.63
……………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………..Case Study 2 – Red Bull:
Red Bull – Extreme Sports Compilation – p.78
Red Bull Racing – Vettel exclusive on Servus TV – p.82
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Principle 3 – Un-Selling
Nivea – Live life with a smile, – p.87. Versus …
Chaumet Double Take with Marine Vacth – p.91
…Kate Moss for Dior – p.87
Chanel puts stars in a shopping cart – p.87
Brioni – Broody boy and gods – p.88
Beneton shocks – p.88
42Below – Turning ‘Refined’ on its head – p.90
Mercedes Superbowl ad 2014 – p.94
Evian Spiderbaby film… and bottle – p.95
Chanel x Zaha Hadid – Mobile Art Chanel – p.97
Absolut Art Collection… it all began with Andy Warhol – p.98
The LEGO Movie – The official trailer – p.101
Chanel No.5 – The original film with Nicole Kidman – p.99
Nowness by LVMH – p.102
Chanel No.5 – The second with Gisele Buendchen – p.100
Tate Tracks – Documentary – p.104
Prada’s ‘A Therapy’ short movie – p.101
……………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………..Case Study 3 – Aesop:
Aesop on Pinterest – p.106
Aesop – surreal beauty film ‘Morphe’ by Lucy McRea -p.110
Aesop – ‘A glimpse into our Universe’ (film by Aesop) p.111
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Principle 4 – From Myth to Meaning:
Moleskine and Bruce Chatwin – p.118
Chanel ‘Once Upon A Time’ film by Karl Lagerfeld – p.121
Guerlain ‘La legende de Shalimar’ film – p.122
Creme De La Mer – The legend – p.127
Angela Ahrendts on storytelling – p.131
……………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………..Case Study 4 – MINI:
Mini (classic) ‘The Italian Job’ – p.137
MINI United Le Castellet event – p.139
MINI challenges ‘fancy’ Porsche – p.140
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Principle 5 – Behold!
Yuan – A story of essence – p.149
Apple – Jeff Goldblum ipod ad (p.160) versus…
… Apple ‘Think Different’ ad – p.160
……………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………..Case Study 5 – Nespresso:
Nespresso – ‘What else?’ ads – p.165
Nespresso – Terroir and provenance – p.166
Nespresso – Sommelier Education Program’ – p.168
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Principle 6 – Living the Dream:
Ben & Jerry’s – Steven Colbert and ‘Americone vs. Late Night Snack’ – p.184
……………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………..Case Study 6 – Brunello Cucinelli and Freitag:
Freitag – ‘Recycling in Style’ report by AFP – p.193
Freitag – Meet Heartcore Thomas and…
… Dirtbuster Mustapha (Freitag) – p.194
Brunello Cucinelli on Brunello Cucinelli – p.196
… and David LaRocca on ‘Cucinelli – a new philosophy of clothes’ – p.196
Freitag – ‘Kowalski’ stop motion film example – p.199
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Principle 7 – Growth Without End:
MAC Aids Fund website – p.217
Bumble and bumble – THE HOUSE of Bumble on the web – p.218
Gucci – The (shoppable) World of Gucci (video) – p.218
Christopher Bailey talks Burburry Prorsum – p.218
DVF’s Journey of a Dress story filming – p.219
Oscar PR Girl’s site – p.219
……………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………..Case Study 7 – Hermes and his offspring (petit h and Shang Xia):
Hermes – ode to the Etriviere buccle – p.224
Shang Xia ‘The Seed Sower’ by Fred & Farid Shanghai – p.225
The world of Hermes online – p.225
Shang Xia – An exquisit Eggshell Porcelain being made (film) – p.227
Hermes – ‘Hearts and Crafts’ film – p.228 (you might ave to ‘manually’ input “www.lesmainsdehermes.com”
…………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………….77 Questions:
Frederic Fekkai salons – no hair on the ground! – p.234
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