Category Archives: 3 – From Myth to Meaning – The best way up is to go deep

Most brands do better if they have a good story. Super Premium brands cannot survive without it. Because only if you have a legend can you become legendary. Nothing inspires people’s imagination – and fascination – like a plausible narrative. That these legends often include aspects that are esoteric or shrouded in mystery is intentional. Because ultimately, Super Premium brands are about believing – not necessarily knowing. They must seduce our heart and soul and not just convince our brains. Provide a perspective on life or an ideal we can buy into and not just reason what and why to buy. These stories do not necessarily require a long-standing history. Many high-end brands in many categories are actually rather forward than past oriented – think of Honest Tea or W Hotels. But they must reflect elements of truth combined with a higher calling. Only then can they give the brand authenticity, credibility and an aura of nobility. Only then can their myth be meaningful – and potentially strong enough to elevate them above and beyond.

The Mini – Underdog makes Űberbrand

This gallery contains 11 photos.

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

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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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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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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

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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

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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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Hoshinoya Resorts – Host to a Myth and to those on a Quest

This gallery contains 20 photos.

We met the Marketing Manager of Hoshino Resorts last week at a meeting in Tokyo. She gave us a vivid account of the marketing and business model behind the unique, Japanese luxury resort and spa brand – Hoshinoya.  But most … Continue reading

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Cire Trudon – Leveraging History to Create Myth and Meaning

This gallery contains 19 photos.

The candle brand Cire Trudon (Trudon Wax) provides a wonderful illustration of how an extensive history is transformed into a rich heritage and the creation of myth and meaning that the acquirer of these exquisite luxury candles can take home and dissipate – quite literally. … Continue reading

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Attention to Detail – Good But Not Enough

This gallery contains 5 photos.

I bought a pair of Jeans the other day while New York City.  I wasn’t really planning on it and I had never heard of the brand before – Tokyo Five.  They just caught my eye while checking out a … Continue reading

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Warhol – At the Edge Between Mass and Class

This gallery contains 12 photos.

The most frequent or observant of our readers might have noticed our pop art theme and Andy Warhol himself popping in and out of our header art.  “What has that got to do with ‘moving brands from mass to class?’, you might ask. … Continue reading

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