Five Ways to Market Prestige Brands

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This is an article from us in the current Admap 7/8 2015 – outlining the key tactics of Unselling in modern prestige marketing. http://www.warc.com/Content/ContentViewer.aspx?MasterContentRef=5111b8c6-dad6-467e-862d-8f5e9fed219c&CID=A105066&PUB=BESTPRAC

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Pride, Provocation, Perfection – Bravo ‘Magnum’

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There is an old saying in beauty and fashion: ‘With every millimeter the mouth opens, the price point goes down a notch’. Low priced mass brands can be all smile and approachable in their ads, they even have to be, … Continue reading

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The Wolf: A new Ueber-Spirit in the making?

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There’s a new German player in the super-high-end distillery market: The Wolf. The Wolf calls itself a ‘Weissbrand’ (white brandy) since it is made from grapes, like cognac or other brandies. But it is steel-container and not barrel-aged, which explains … Continue reading

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How can Beauty Brand Hopes and Dreams hold up in front of the Digital Mirror?

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“Beauty is hope. It’s about our dreams and aspirations. Yet, as with everything, digital has made reality creep up on it big time. Where beauty brands, especially prestige ones, once fancied themselves as hovering above the fray in a realm … Continue reading

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Abercrombie gets dressed! Up?

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In an effort to revise their drastically declining sales Abercrombie & Fitch is dressing up. Literally. No more half naked hunks. No more piercings or tattoos. Employees will no longer be chosen by body type or looks, put on a … Continue reading

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How Trader Joe’s makes food stuff ‘Significant Objects’ … Or: Of ‘Speculoos Cookie Butter’ and a ‘Fearless Flyer’

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I had one of those ‘Eureka’ insights the other day when I saw the latest Trader Joe’s ‘Fearless Flyer’ on our kitchen table: Trader Joe’s has made a great business out of morphing their foods into ‘Significant Objects’ that we … Continue reading

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Rethinking Prestige Branding – uncovering the secrets of ‘Ueber-Brands’

016After some 4 years, 75+ interviews, 150 cases studied and uncounted conversations – including with many of you – Wolfgang and I are happy and proud to launch our book ‘Rethinking Prestige Branding – Secrets of the Ueber-Brands’ through Kogan Page.

You can now order it on Amazon (links below) and all fine bookstores worldwide.  Make sure you rate and review after your read and help boost us to the top of best seller lists.  Joking aside, we think you will find the book interesting and entertaining as well as insightful and practical, at the same time.

We examine what enables brands to command a multiple of the average category price and garner an almost cult like following. People buy them as much with their hearts as with their heads and their creators seem to apply apply magic as much as logic. We call them ‘Ueber-Brands’ and are looking at them across a broad spectrum of categories including Food (like Innocent, Lakrids, Red Bull, Nespresso), Hospitality and Entertainment (Hoshino Resorts or Cirque Du Soleil), Transportation (Tesla, Mini, Harley Davidson), Fashion, Beauty, Accessories (Freitag, Brunello Cucinelli, Aesop, Chaumet) all the way to household goods like detergents or soaps (The Laundress or Yuan) across the globe.

Book Cover Final Version Rev 2

If you like our blog, we think you will love our book.

Links to the Amazon order pages:   USCanada,

UKGermanyFranceItalySpainJapanChina

Read some early comments below.  Hope you will enjoy the read as much as these reviewers did.

Let us know, either way – we’re Germans, we can take it ;-)

Posted in 1 - Mission Incomparable - The first rule is to make your own, 2 - Longing vs Belonging - The challenge is both, 3 - From Myth to Meaning - The best way up is to go deep, 4 - Behold! - The product as manifestation, 5 - Living the Dream - The bubble shall never burst, 6 - Un-Sell - The superiority of seduction, 7 - Moving with Gravitas - The king never hurries, The Ueber-Brand | Tagged , , , , , , , , , , , , , , , | 1 Comment

The Mini – Underdog makes Űberbrand

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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.

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

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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?

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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

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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

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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 an ‘Ueber-Brand’

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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

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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

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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

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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…

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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

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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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