Tag Archives: chanel

Myth-Making – The Holy Grail of Today’s Ueber-Brands

This gallery contains 1 photo.

Storytelling has become the hot topic as the mainstream of marketers discovered that stories can make us relate to- and remember a brand more fondly than a cold sales pitch. But marketers who seek to elevate their brands beyond the material … Continue reading

Gallery | Tagged , , , , , , , , | 2 Comments

Ueber-Brands and The Art of Myth-Making

This gallery contains 3 photos.

Many definitions of myths talk of ‘lies’ – or at least ‘a stretching of the truth’.  So we shouldn’t really care much for them.  Yet, myths have not only been told and re-told across the millenniums, they have been consistent in their content and construction … Continue reading

Gallery | Tagged , , , , , , , , , , , , , , | 2 Comments

CSR 2.0: The Rise of a New Functionalism in Brand Building

This gallery contains 6 photos.

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

Gallery | Tagged , , , , , , , , , , , , , | Leave a comment

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

Gallery | Tagged , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , | 4 Comments