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

AESOP SKIN PURIFYING CREAM CLEANSER 100mL C“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 of the untouchable and ideal, they have to deal these days with the down and dirty just like the rest of us—from all-out accessibility to unseemly e-sales to opinionated bloggers.”  says Wolfgang in the introduction to his article “3 Ways Prestige Beauty Brands Can Preserve Their Allure in the Digital Age in Adweek” (click to read)

In it he touches on several of the principles that we found drive prestige brands to Ueber-Brand status – ie loyalty beyond reason (performance and price). Read more about the need for mission, myth, balancing longing and belonging and upholding the product in our book ‘Rethinking Prestige Branding’ and this, the Ueber-Brands blog.

Credits: Picture of Aesop Skin Purifying Cream Cleanser courtesy Aesop.  Read more about Aasop in this case study: Aesop – Fabled Brand Fabulous Marketing.

Advertisements

About JP Kuehlwein

JP Kuehlwein is Co-Founder and Partner at ‘Ueber-Brands’ a New York consulting firm that helps elevate brands in the minds of people and above competition to warrant premium pricing and profits. He previously was Executive Vice President at Frédéric Fekkai & Co, a prestige salon operator and hair care brand and worked at multinational Procter & Gamble as Brand Director and Director of Strategy. JP is a recognized global business leader and brand builder with a 25+ year track record of translating consumer and brand insights into transformational propositions that win in market. His experience spans from developing a global communication strategy for the world’s leading detergent to introducing a new-to-the-world food wrap, disposable diapers as a category in India and a premium skin care brand in China to turning around a luxury lifestyle brand in the US. JP’s latest book is the bestselling “Rethinking Prestige Branding – Secrets of the Ueber-Brands” which he co-authored with Wolfgang Schaefer.
Gallery | This entry was 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 and tagged , , , , , , . Bookmark the permalink.

Make an Ueber-Comment!

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

w

Connecting to %s