Tag Archives: Freitag

A Freitag Visit – Manufacturing as Manifestation of Mission

This gallery contains 40 photos.

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

Gallery | Tagged , , , , , , , , , | 1 Comment

Secrets of the Ueber-Brands

This gallery contains 1 photo.

Why do some pay a relative fortune for a MINI car, Renova toilet paper or a skin cream and detergent from Aesop when those seem to have none of the ‘functional superiority’ conventional marketers would seek to demonstrate? Why were … Continue reading

Gallery | Tagged , , , , , , , , , | 3 Comments

Rethinking Prestige Branding – Secrets of the ‘Ueber-Brands’

This gallery contains 3 photos.

After some 4 years, 75+ interviews, 150 cases studied and uncounted conversations Wolf Schaefer and JP Kuehlwein are proud to present their latest book ‘Rethinking Prestige Branding – Secrets of the Ueber-Brands’ (Kogan Page Publishing).  You can order it online (links below) … Continue reading

Gallery | Tagged , , , , , , , , , , , , , , , , , , | 37 Comments

The Promise of ‘Bespoke’ – How Űberbrands go beyond ‘choice’ to create identity and extract a premium.

This gallery contains 9 photos.

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

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

When Product Creation becomes Brand Legend

This gallery contains 20 photos.

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

Gallery | Tagged , , , , , , , , , , , , , , , , , , , , | 6 Comments