Ueber-Branding Model and Method

The objective is to develop effective, feasible and sustainable ways in which a brand can accrue ‘meaning beyond the material.’  This will allow the brand to become peerless and priceless in the mind and experience of key stakeholders – influencers, consumers, employees.

Key Steps and Outcomes 

  • Deep dive into the brand history and DNA to update/derive a relevant and desirable Mission and/or relating and engaging elements of a brand’s Myth. Think of the brand Mission and Myth, in particular, as constituting the ‘Soul’ of the brand.
  • Understanding of the concept of ‘Ueber-Target’ (vs ‘consumers’) and definition of that target for the brand and of ways to ‘activate’ it.
  • Review of the Product, the holistic brand experience* and extract defining and iconic elements/rituals to create, use, celebrate.
  • Lay out a ‘Brand Truth,’ that is to come to life over time and across touch-points accounting for capabilities, capacity and capital available.
    (*product, pack, production, service, organization, language, in-store/on-premise experience, etc.)

UeberBrands methodology Mission Myth Truth v1Approach

  • We usually play the role of expert-moderator and adviser who will study your brand and organization and have an informed opinion, but
  • we will guide the client team to develop and judge ideas and plans – because they have to be convinced to truly own and execute them.
  • Our intervention can be as simple as inspiring clients with our unique perspective on how to elevate brands and the best-in-class case studies used to illustrate it.
  • But we usually do hands-on workshops customized to help the client work out strategies and plans to build and grow their brand.
  • If desired, we can take over idea development, planning or execution through experts and agencies in our network .

An Illustration 


Ueber-Branding Summarized

Asia Journal Article Pic

Article in Asian Management Insights summarizes what ‘Ueber-Branding’ is about





“A HUGE thank you for helping us.  It was such a fantastic session, I really feel
we gained so much.  It challenged us in the right way, tough at times,
but I think we now have a great foundation.”

Trisha Ayyagari, Senor Vice President
Global Marketing, Maybelline New York


“You could try various approaches, spend a ridiculous amount of money and still end up with a crapshoot.  Alternatively, you can work with Ueber-Brands. 

The Ueber-Branding toolkit is enriching, dynamic and especially thought provoking.  Doubters and jaded marketers quickly become believers and even advocates.  JP gave our team deep insights, a common vernacular and a powerful set of tools that everyone  aligned with and that is guiding our brand and business to new heights!”

Andrew Hyncik, VP Marketing
ZEISS Vision Care