The Mini – Underdog makes Űberbrand

This gallery contains 11 photos.

The Mini is a runaway success by most measures – except size, maybe.  Who would have thought that this quirky, tiny car could carve out significant market share, again, when most other brands were talking size, comfort or power? And … Continue reading

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The Promise of ‘Bespoke’ – How Űberbrands go beyond ‘choice’ to create identity and extract a premium.

This gallery contains 9 photos.

Bespoke is the new luxury – Again. Many consider Chanel the height of luxury. So it is telling to hear Chanel marketers talk about ‘bespoke’ as the ultimate form of luxury today. They are not the only ones to recognize … Continue reading

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How Premium Brands Grow Without Losing Their Glow – Part II

This gallery contains 9 photos.

In Part I we looked at how premium brands use own flagship stores and retail partners that project exclusivity to keep their glow while extending their distribution.  Horizontal geographic expansion around the globe – rather than penetrating a single market … Continue reading

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Le Cronut – Making a bastard doughnut an object of desire.

This gallery contains 13 photos.

If you live in New York City – or anywhere else hip – you will likely have heard about the ‘Cronut’ by now.  Maybe you have even lined-up to try to get one – or a maximum two.  Cronuts have … Continue reading

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Where is the Chinese premium market heading? Will we see the emergence of Chinese Prestige brands?

This gallery contains 3 photos.

These were the questions I got from an industry analyst the other day.  In fact, these are the questions being posed constantly in the press covering the business of luxury. Full of myself, I thought that maybe more than one person … Continue reading

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CSR 2.0: The Rise of a New Functionalism in Brand Building

This gallery contains 6 photos.

I’m always the first to argue the importance of emotion, execution and style when it comes to Super Premium brands (see my post “Fashion Forward“). But it’s the fusion and careful balance of both, appearance and essence, that does the … Continue reading

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What A Romantic Can Teach Brand Managers

This gallery contains 2 photos.

Novalis, an author, poet and philosopher of Early German Romanticism (1772-1801) once wrote: By imbuing the meaningless with meaning the ordinary with a sense of mystery the known with the dignity of the unknown, and the finite with an infinite … Continue reading

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Don’t ‘Talk It Up’ But ‘Talk Your Own’ To Create A Premium Brand

This gallery contains 19 photos.

We say in our premium branding model that “the first rule is to make your own” as one strives to develop brand myth and meaning. – It’s ‘Mission Incomparable’.   Many premium brands are about identity construction.  They help customers to … Continue reading

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Message In A Bottle – Of Legend-telling Soymilk and Bottling the Hermès Legend

This gallery contains 15 photos.

This is a tale of two bottles.  A bottle of soy milk that stands out and tells a story and a bottle of perfume that inserts itself into the saga that is Hermès.  Both have in common that the stories … Continue reading

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How Premium Brands Grow Without Losing Their Glow – Part I

This gallery contains 20 photos.

Marketing “guru” Martin Lindstrom is concerned about the effects that ‘reaching-down’ and the ‘fashionization’ of Luxury labels has on their long-term ability to maintain desirability and premium price points. He writes in his piece “The Luxury Catch 22”  “With a … Continue reading

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Fashion Forward

This gallery contains 1 photo.

In the world of marketing, fashion has traditionally not been taken very seriously. It’s been viewed as un-strategic, driven more by short-term fads and personal quirks and hunches than solid planning and strategic thinking. Concerned more with ever-changing appearances than … Continue reading

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Limiting Distribution Increases Value and Market Share…

This gallery contains 6 photos.

No, I am not talking about Hermès today but about a maker of power tools!  You see, I often get challenged by marketing friends that the principles of premium branding that we lay out in our model only apply to … Continue reading

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Creating a Myth

This gallery contains 7 photos.

During religious or national holidays, we are reminded of the global power of legends, or one legend in particular. Without stepping on any religious toes I think it’s save to say that we need stories to believe – and make … Continue reading

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When Product Creation becomes Brand Legend

This gallery contains 20 photos.

I visited Lego in Billund the other day.  I should say “I made a trip to Legoland, the ‘real’ land of Lego.” For this small town in rural Denmark not only hosts one of the namesake amusement parks (and a Lego-hotel, … Continue reading

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Art without Tears

This gallery contains 1 photo.

Last week I wrote about the balance between style and substance and how easily the former can undermine or overpower the latter. A fascinating and limitless topic, which easily sustains another week. So, here we go again, a bit deeper, … Continue reading

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Aesop – Fabled Brand, Fabulous Marketing

This gallery contains 28 photos.

 - the Australian boutique Beauty Care brand founded in 1987 – intuitively masters the art of “class branding”.  It is a perfect case to illustrate key principles that – when lived by – can lift  a brand above the masses.  Of course their … Continue reading

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Beauty & Truth

This gallery contains 2 photos.

Usually I’m a big believer in the innate connection between beauty and what we call truth, i.e. something that resonates within our soul. Last night however that belief got a bit of a damper. I watched Anna Karenina, the new … Continue reading

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Candles by The Laundress – A Natural Expansion

This gallery contains 10 photos.

I received this e-mail from ‘The Laundress’ this morning.  It might surprise you to think of a candle collection by a ‘laundry brand’.’  But then you might also not be familiar with The Laundress.  For scented candles are just the latest addition to what … Continue reading

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“A Case Against Fast Fashion Collaborations” or

This gallery contains 1 photo.

The Disillusionment of a Prestige Brand Believer. Eugene Rabkin is “Making The Case Against Fast Fashion Collaborations” in a popular Op-Ed on the Business of Fashion (BoF) blog.  He is joined in his criticism of the “democratization of fashion” and the “irresponsible consumer … Continue reading

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BETONES – ‘Un-selling’ Underwear

This gallery contains 13 photos.

I recently made a pilgrimage to Daikanyama, a part of Tokyo that the New York Times fittingly describes as “Tokyo’s Church of Chic.” It was a bright, balmy day.  Just right for sitting back in a street-side café and observing … Continue reading

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