Tag Archives: brand meaning

A Freitag Visit – Manufacturing as Manifestation of Mission

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Freitag is a Swiss bag, accessory and – most recently – fashion brand. Its legend begins in 1993, when young brothers and design students Markus and Daniel Freitag looked out of their apartment window in the Zurich suburbs and into a … Continue reading

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Patagonia – A Meaningful Exploration of Nature

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Most of us associate Patagonia with the rugged, southernmost tip of America and/or with a brand of colorful, high-tech, high quality (and  somewhat high priced) outdoor clothes one would wear to explore that place.  And most of us have at least a feeling … Continue reading

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Chipotle – The Genius and Power of Naïveté – Interview with William Espey, Brand Voice Lead Chipotle Mexican Grill – Podcast Episode 05

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In this episode we talk to William Espey, Brand Voice Lead at Chipotle Mexican Grill, the booming ‘casual food’ restaurant chain sought out by most for offering hearty burritos at a relatively low price*, admired by many for being an advocate for … Continue reading

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Building a Brand on Bricks and Beliefs – Brunello Cucinelli – Podcast Episode 02

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We are discussing Brunello Cucinelli, the ‘Cashmere King’ and his eponymous brand with David LaRocca author, film maker and scholar of philosophy. David, like us, has been fascinated by Brunello, who says he is guided by the great historic thinkers … Continue reading

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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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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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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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When Product Creation becomes Brand Legend

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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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“A Case Against Fast Fashion Collaborations” or

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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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