UEBER-BOOK Bonus Materials

Book beauty shot with marble verticalBelow, you will find links (click pictures) to some of the sites, ads, films and more we refer to in our book ‘Rethinking Prestige Branding – Secrets of the Ueber-Brands‘.  They are listed in the order in which we talk about them in the book.  You can also check out our Ueber-Channel on YouTube for even more case study- and Ueber-Event videos.

If some materials are a bit complex to get to or find, it is because it was not possible legally or because we are a bit technically impaired (volunteers welcome).  But then, as you will have read, one often needs to work just that little bit harder to approach an Ueber-Brand   ;-)  Enjoy!

PART 1

TOMS legend telling

TOMS 2.0 – legend telling brand film – p.18

Mymuesli

MyMuesli lets you customize your  cereal – p.10

Pakistanis and Indians Share a Coke in Kashmir

Pakistanis and Indians Share a Coke in Kashmir – p.15

……………………………………………………………………………………………………………………

PART 2

Principle 1 – Mission Incomparable

Tesla’s Secret Master Plan (between you and me) – p.36

Johan Buelow Square

Lakrids creation story by Johan Buelow – p.30

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Intermarche – Inglorious Fruit – p.37

Harley Davidson - Live By It video - p.45

Harley Davidson – Live By It video – p.45

……………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………..Case Study 1 – Patagonia:

Patagonia supported DamNation project - p.49

Patagonia and the DamNation project – p.49

Patagonia Ambassadors - p.49

Patagonia Ambassadors – p.49

Patagonia Footprint Chronicles - p.50

Patagonia Footprint Chronicles – p.50

Patagonia - Worn Wear film - Brand story brought to life. p.50

Patagonia – Worn Wear film – Mission brought to life. p.50

Patagonia Common Threads program with e-bay p.50

Patagonia Common Threads program with e-bay p.50

NYT_Final……………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………..Principle 2 – Longing versus Belonging:

Studio 54 velvet rope and 'Le Freak' - p.59

Studio 54 velvet rope and ‘Le Freak’ – p.59

Nikola Tesla - Elon Musks hero? - p.63

Nikola Tesla – Elon Musks hero? – p.63

……………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………..Case Study 2 – Red Bull:

Red Bull - Extreme Sprts Compilation - p.78

Red Bull – Extreme Sports Compilation – p.78

Red Bull Racing Vettel exclusive - p.82

Red Bull Racing – Vettel exclusive  on Servus TV – p.82

……………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………..

Principle 3 – Un-Selling

Nivea - Live life with a smile, versus...

Nivea – Live life with a smile, – p.87.  Versus …

Chaumet Double Take with Marine Vacth

Chaumet Double Take with Marine Vacth – p.91

...Kate Moss for Dior - p.87

…Kate Moss for Dior – p.87

Chanel puts stars in a shopping cart

Chanel puts stars in a shopping cart – p.87

Brioni - Broody boy and gods - p.88

Brioni – Broody boy and gods – p.88

Beneton shocks - p.88

Beneton shocks – p.88

42Below - Turning 'Refined' on its head - p.90

42Below – Turning ‘Refined’ on its head – p.90

Mercedes Superbowl ad 2014 - p.94

Mercedes Superbowl ad 2014 – p.94

Evian Spiderbaby film... and bottle - p.95

Evian Spiderbaby film… and bottle – p.95

Chanel x Zaha Hadid - Mobile Art Chanel - p.97

Chanel x Zaha Hadid – Mobile Art Chanel – p.97

Absulut Art Collection... it all started with Andy Warhol

Absolut Art Collection… it all began with Andy Warhol – p.98

The LEGO Movie - The Official Trailer

The LEGO Movie – The official trailer – p.101

Chanel No.5 - The original film with Nicole Kidman

Chanel No.5 – The original film with Nicole Kidman – p.99

Nowness by LVMH - p.102

Nowness by LVMH – p.102

Chanel No.5 - The second with Gisele Buendchen - p.100

Chanel No.5 – The second with Gisele Buendchen – p.100

Tate Tracks - Documentary - p.104

Tate Tracks – Documentary – p.104

Prada's 'A Therapy' short movie - p.101

Prada’s ‘A Therapy’ short movie – p.101

……………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………..Case Study 3 – Aesop:

Aesop on Pinterest

Aesop on Pinterest – p.106

Aesop - surreal beauty film 'Morphe' by Lucy McRea

Aesop – surreal beauty film ‘Morphe’ by Lucy McRea -p.110

Aesop - 'A glimpse into our Universe' (film by Aesop)

Aesop – ‘A glimpse into our Universe’ (film by Aesop) p.111

……………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………..

Principle 4 – From Myth to Meaning:

Moleskine and Bruce Chatwin - p.118

Moleskine and Bruce Chatwin – p.118

Chanel 'Once Upon A Time' film by Karl Lagerfeld - p.121

Chanel ‘Once Upon A Time’ film by Karl Lagerfeld – p.121

Guerlain 'La legende de Shalimar' film - p.122

Guerlain ‘La legende de Shalimar’ film – p.122

Creme De La Mer - The legend - p.127

Creme De La Mer – The legend – p.127

Angela Ahrendts on storytelling - p.131

Angela Ahrendts on storytelling – p.131

……………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………..Case Study 4 – MINI:

Mini (classic) 'The Italian Job' - p.137

Mini (classic) ‘The Italian Job’ – p.137

MINI United Le Castellet event - p.139

MINI United Le Castellet event – p.139

MINI challenges 'fancy' Porsche - p.140

MINI challenges ‘fancy’ Porsche – p.140

……………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………..

Principle 5 – Behold!

Yuan - A story of essence - p.149

Yuan – A story of essence – p.149

Apple - Jeff Goldblum ipod ad (p.160) versus...

Apple – Jeff Goldblum ipod ad (p.160) versus…

... Apple 'Think Different' ad - p.160

… Apple ‘Think Different’ ad – p.160

……………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………..Case Study 5 – Nespresso:

Nespresso - 'What else?' ads - p.165

Nespresso – ‘What else?’ ads – p.165

Nespresso Grand Crus example - p.166

Nespresso – Terroir and provenance – p.166

Nespresso - Sommelier Education Program' - p.168

Nespresso – Sommelier Education Program’ – p.168

……………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………..

Principle 6 – Living the Dream:

Ben & Jerry's - Steven Colbert and 'Americone vs. Late Night Snack' - p.184

Ben & Jerry’s – Steven Colbert and ‘Americone vs. Late Night Snack’ – p.184

……………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………..Case Study 6 – Brunello Cucinelli and Freitag:

Freitag - 'Recycling in Style' report by AFP - p.193

Freitag – ‘Recycling in Style’ report by AFP – p.193

Freitag - Meet Heartcore Thomas and...

Freitag – Meet Heartcore Thomas and…

... Dirtbuster Mustapha (Freitag) - p.194

… Dirtbuster Mustapha (Freitag) – p.194

Brunello Cucinelli on Brunello Cucinelli - p.196

Brunello Cucinelli on Brunello Cucinelli – p.196

… and David LaRocca on ‘Cucinelli – a new philosophy of clothes’ – p.196

Freitag - 'Kowalsky' stop motion film example - p.199

Freitag – ‘Kowalski’ stop motion film example – p.199

……………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………..

Principle 7 – Growth Without End:

MAC Aids Fund website

MAC Aids Fund website – p.217

Bumble and bumble - THE HOUSE of Bumble on the web - p.218

Bumble and bumble – THE HOUSE of Bumble on the web – p.218

Gucci - The (shoppable) World of Gucci (video) - p.218

Gucci – The (shoppable) World of Gucci (video) – p.218

Christopher Bailey talks Burburry Prorsum - p.218

Christopher Bailey talks Burburry Prorsum – p.218

DVF's Journey of a Dress story filming - p.219

DVF’s Journey of a Dress story filming – p.219

Oscar PR Girl's site - p.219

Oscar PR Girl’s site – p.219

……………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………..Case Study 7 – Hermes and his offspring (petit h and Shang Xia):

Hermes - ode to the Etriviere buccle - p.224

Hermes – ode to the Etriviere buccle – p.224

'Chez petit h' (film episode) - playful dreams - p.225

‘Chez petit h’ (film episode) – playful dreams – p.225

Shang Xia 'The Seed Sower' by Fred & Ferid Shanghai - p.225

Shang Xia ‘The Seed Sower’ by Fred & Farid Shanghai – p.225

The world of Hermes online - p.225

The world of Hermes online – p.225

Shang Xia - An exquisit Eggshell Porcelain being made (film) - p.227

Shang Xia – An exquisit Eggshell Porcelain being made (film) – p.227

Hermes - 'Hearts and Crafts' film - p.228

Hermes – ‘Hearts and Crafts’ film – p.228   (you might ave to ‘manually’ input “www.lesmainsdehermes.com”

……………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………………..77+ Questions:

Frederic Fekkai salons - no hair on the ground! - p.234

Frederic Fekkai salons – no hair on the ground! – p.234

2 Responses to UEBER-BOOK Bonus Materials

  1. Pingback: Ueber-Brands and The Art of Myth-Making | Ueber-Brands

  2. Pingback: Brand Ueber-Targets and How We Want To Be Like Them | Ueber-Brands

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