Tag Archives: Starbuck’s

Article: How modern prestige brands create meaning through mission

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In this article for the Journal of Brand Strategy (Henry Stewart Publications, Spring 2017), we examine how some modern prestige brands  go beyond traditional strategies of luxury marketing like exclusiveness, provenance or precious materials to make us want them.  They create “meaning beyond the material” by redefining their categories, setting new standards and – for the best among them – by embracing and living ideals people aspire to. – We call them Ueber-Brands, as you likely know by now 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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How Premium Brands Grow Without Losing Their Glow – Part II

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In Part I we looked at how premium brands use own flagship stores and retail partners that project exclusivity to keep their glow while extending their distribution.  Horizontal geographic expansion around the globe – rather than penetrating a single market … 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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