Tag Archives: meaning

How Trader Joe’s Makes Food Stuff Magic – of ‘Speculoos Butter’ and a ‘Fearless Flyer’

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I had one of those ‘Eureka’ insights the other day when I saw the latest Trader Joe’s ‘Fearless Flyer’ on our kitchen table: Trader Joe’s has made a great business out of morphing their foods into ‘Significant Objects’ that we … Continue reading

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The Artisanal – Between Fads and Truth

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In our book ‘Rethinking Prestige Branding – Secrets of the Ueber-Brands’ (Schaefer / Kuehlwein, 2015) we discuss the omnipresent trend towards ‘Artisanalization’, reviewing quite a number of examples like Smith & Norbu, maker of bespoke optical frames, Yuan, hand-crafter of soaps, Lakrids, inventor of … Continue reading

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