“It is better to fail in originality than to succeed in imitation” – it makes sense for Cadillac to use the Herman Melville quote. Not only use it in its advertising but, more importantly as a motto in its efforts to (re)make Cadillac a modern luxury brand. For creating a “world according to you” is one of the key principles we see Ueber-Brands apply in their creation and manifestation.
In this interview with Eric at darkplanneur (click link) we talk about what drives success with modern prestige brands such as Net-A-Porter or Patagonia or dives them into trouble like Pierre Cardin or …. Cadillac did. But, hopefully, we can talk about another prestige brand revival story soon in the case of the latter. Their intentions certainly sound promising: