What Is Luxury? (How) Does it Evolve? How Create Modern Prestige?
There might be as many definitions of Luxury and Brand as there are people on this planet. They are something very personal but also (mostly?) social.
But if we want to think about how our notion of prestige and luxury evolve and how prestigious brands are born (or die), then we need to put a stake in the ground.
That is what I attempt to do in the attached reflections on âThe evolving meaningâŚ
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CLIMATE ACTIVIST WEARING FAST FASHION - HOW CAN THAT BE ?
CLIMATE ACTIVIST WEARING FAST FASHION â HOW CAN THAT BEÂ ?
The insider-blog Business of Fashion recently asked itself how Gen-Z can be professed Climate activists (or at least Sustainability sympathizers) and heavy consumers of Fast Fashion all at the same time? It seems like an unresolvable contradiction. Is Gen-Z â the focus of BoFâs article â a generation of liars? Are they betraying betraying themselves?
It seems that Gen-Zers â and most of us, if weâŚ
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To Elevate A Brand - Dream - Do - Dare
To Elevate A Brand â Dream â Do â Dare
There are brands that are seen as peerless and priceless. They are able to sustain appeal, a price premium and a share of attention that seems disproportionate to a seemingly small investment in traditional advertising or promotion. We call such brands âUeber-Brandsâ and we call the strategy they use to achieve their iconic status âBrand Elevationâ. Itâs a strategy we have been researching,âŚ
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Why all companies should seek Brand Elevation? - Interview with JP and Deborah Malone of The Internationalist/ANA
Why all companies should seek Brand Elevation? â Interview with JP and Deborah Malone of The Internationalist/ANA
In this interview, JP talks to Deborah Malone about the importance of Brand Elevation â no matter the product or service. Deborah was Managing Director at AdAge and introduced their International edition before founding âThe Internationalistâ organization in 2003 to âspotlight persons and ideas that are groundbreaking and of high importance in international marketing.â That makes Wolf and JP allâŚ
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Questions To Answer: How 'Live The Brand Dream'?
Questions To Answer: How âLive The Brand Dreamâ?
Bag brand Freitag lives a dream all of its own
Here is another installment in our little âQuestions to Answerâ series, which is designed to help you think through how to elevate your brand.  They are taken from the more complete set of questions in our book âRethinking Prestige Branding.â But note: Ueber-Brands* need to be âbeyond compareâ and that means beyond following rules or applyingâŚ
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Questions To Answer: How 'Live the Dream'?
Questions To Answer: How âLive the Dreamâ?
Maison Plisson â groceries put on a pedestal
Here is another installment in our little âQuestions to Answerâ series, which is designed to help you think through how to elevate your brand.  They are taken from the more complete set of questions in our book âRethinking Prestige Branding.â But note: Ueber-Brands* need to be âbeyond compareâ and that means beyond following rules or applyingâŚ
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Go Ueber: How To Elevate a Brand - Even in times of crises
Go Ueber: How To Elevate a Brand â Even in times of crises
This article by Wolf and JP on Brand Elevation and how it relates to managing external crises appeared in Singapore Management Universityâs (SMU) Asian Management Insights magazine in May 2021. If you prefer listening, you can also watch the talk on the subject JP gave at SMU (virtually) a few weeks earlier.
Either way, weâd love to hear from you and how your brand weathered the multiple stormsâŚ
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A discussion about Brand Elevation at Columbia Business School
A discussion about Brand Elevation at Columbia Business School
Wolf and JP had the honor and much fun discussing the art and science behind âBrand Elevationâ with leaders who work on brands that know a thing or two about Dreaming, Doing and Daring â the three phases of Ueber-Branding we describe our new, step-by-step guide. Debra Goetz, CMO of online community Nextdoor, Dave Rapaport of Ben & Jerryâs and Tom Szaky, founder of the recycling group TerraCycle.âŚ
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Crises - An Opportunity For Brand Elevation
Crises â An Opportunity For Brand Elevation
âA crisis is a terrible thing to wasteâ some like to quoteš to emphasize the positive of getting the opportunity to âbuild back betterâ or âcreate the future nowâ. And many of us will have experienced that âwe are at our best in times of crisesâ â at least on occasion, when the mission was clear, the believes were shared and when the sentiment was rightâŚ
Crises like those the Globe faced in 2020âŚ
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The joy and challenge of purveying better products and better lives â Interview with Dilhan Fernando, CEO Dilmah Tea
The joy and challenge of purveying better products and better lives â Interview with Dilhan Fernando, CEO Dilmah Tea
Dilhan C. Fernando
Dilhan Fernando is the CEO of Dilmah Ceylon Tea Company which carries part of his name. For when his father founded the company in 1988, he blended the first names of his two sons â Dilhan and Malik â to give it its name.
This anecdote reflects one of the romantic dimensions of the companies creation story. The ones we will focus on in our interview with Dilhan focuses onâŚ
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ThankYou. - Admirable Activism or Brand-Based Bullying?
ThankYou. â Admirable Activism or Brand-Based Bullying?
Australian social enterprise âThankYou.â leverages a mix of mythology, passionate appeal and social shaming to get consumers, their customers and competitors to buy, sell and â maybe â license the brand.
Is that brilliant activist brand- and business building? Or is the concept of a âbrand with a higher purposeâ being abused to bully your way to growth?
Just Another Start-Up by Millennials?
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S'well - From empty bottle to meaningful fashion accessory â Interview with Sarah Kauss, Founder and Chairwoman
Sâwell â From empty bottle to meaningful fashion accessory â Interview with Sarah Kauss, Founder and Chairwoman
Sarah Kauss, Founder
For those who do not know about Sâwell (are there any such people left?) â Sâwell sells re-usable and very chic water bottles, that became âde-rigeurâ, shortly after Sarah Kauss started selling the now iconic 17oz, insulated bottles in 2010.
And how that happened is, of course, a story that interests us students of Brand Elevation*. Here is a brand that transform what shouldâŚ
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How âSlightly Fucked-Upâ motivates people to buy into- and work at Freitag â interview with Oliver Brunschwiler, 'Lead Link'
How âSlightly Fucked-Upâ motivates people to buy into- and work at Freitag â interview with Oliver Brunschwiler, âLead Linkâ
Oliver Brunwschiler, Lead Link at Freitag
In the land of bags, âFreitagâ stands for âmessengerâ, âmade from recycled truck tarpâ, âdesigned by the brosâ, âhand-crafted in Switzerlandâ and ⌠âslightly fucked up,â as âLead Linkâ Oliver Brunschwiler tells us . And he is not only talking about the bags, as it turns out.
As you would expect from a Swiss company, things look and feel very neat andâŚ
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Why Reach and Consumption are Not always Brand Nirvana
Why Reach and Consumption are Not always Brand Nirvana
Two of the key performance metrics in mass marketing are Reach and Consumption. The assumption is that the more people are reached and the more frequently they are âhitâ with the sales message, the more they are to ultimately succumb and buy. And the more and more frequently they consume, the higher the sales. The potential is huge. After all, even Coca Cola is far from being consumed byâŚ
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How an Ueber-Brand responds in times of crisis - Alison Cayne, Haven's Kitchen
How an Ueber-Brand responds in times of crisis â Alison Cayne, Havenâs Kitchen
Alison Cayne, is the founder of Havenâs Kitchen, a brand that helps the urban hustler whip-up delicious meals while being that ideal colleague, partner, parent, balanced self and host. The business includes a cooking school, an experiential event space, a cafe, a book and podcast as well as a line of of ready-made sauces sold at grocery stores.
âA precarious start-up conglomerate that gets hitâŚ
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Haven's Kitchen: About Sharing Life Skills and Sauces - Alison Cayne, Founder
Havenâs Kitchen: About Sharing Life Skills and Sauces â Alison Cayne, Founder
Alison Cayne, Founder
Havenâs Kitchen is a Cooking School, CafĂŠ, Shop, Event Space⌠and Headquarters to a budding packaged foods label in Chelsea, NYC.
But founder Alison Cayne says it is really about being a place for gathering and gaining confidence by learning how to cook good food, simply â A life skill that has come in handy to the mother of five.
You are forgiven to think âanother one ofâŚ
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Follow up with Wolf
Follow up with Wolf
Sent to Wolfe questions for Simon period
Sent from iPhone. Pls excuse typos. Visit our popular blog and podcast at http://www.Ueberbrands.com
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