Ueber-Book (Bonus) Materials

Book beauty shot with marble verticalBelow, you will find hyper-linked icons to some of the sites, ads, films and more we refer to in our new 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

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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