Tag Archives: Mini Cooper

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

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After some 4 years, 75+ interviews, 150 cases studied and uncounted conversations – including with many of you – Wolf Schaefer and JP Kuehlwein are happy and proud to launch our book ‘Rethinking Prestige Branding – Secrets of the Ueber-Brands’ through … 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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The Promise of ‘Bespoke’ – How Űberbrands go beyond ‘choice’ to create identity and extract a premium.

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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

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