Rethinking Prestige Branding Secrets of the Ueber Brands 1st edition by Wolfgang Schaefer, JP Kuehlwein ISBN 0749470043 9780749470043

PART ONE Rethinking prestige branding

The times they are a-changing

Where’s the magic?

Culture, commerce – unite!

Capitalism, evolved

Consumerism, re-rooted

The limits of money

The importance of knowledge

The age of transparency

One in a million

Together apart

From marker to myth – a brief history of branding

Brand as quality guarantor

Brand as badge

Brand as building block

Brand as medium

Brand as myth

A new kind of prestige – or what we mean by Ueber-Brands™

Ueber-Brands: three key dimensions, one stellar position

Ueber-Brands: an old term of new-found relevance

PART TWO The seven secrets of Ueber-Brands

It’s practical – but also conversational

It’s ‘numerological’ – how else to explain there are seven?

It’s symmetrical – with myth in the middle

Principle 1: Mission incomparable – the first rule is to make your own

Apart. Ahead. Above.

Mission route 1: Noblesse Oblige, or the price of greatness

     Our shift to a Bobo culture

Mission route 2: Reinvention, the little brother of responsibility

Quod licet Jovi, non licet bovi

Principle 1: The rules for a ‘mission incomparable’

Ueber-Brand case study 1: Patagonia – the meaningful exploration of nature

Principle 2: Longing versus belonging – the challenge is both

The power of the velvet rope

Velvet roping 1: Reaching high to win up

     Designing an Ueber-Target

     Longing and belonging online

Velvet roping 2: Laying low to stay up

Principle 2: The rules of ‘longing and belonging’

Ueber-Brand case study 2: Red Bull – longing to have wings

Principle 3: Un-selling – the superiority of seduction

Of pride and provocation

     How Ueber-Brands turn celebrity endorsements on their head

Avert the overt

It’s an art

Walk the talk

Principle 3: The rules of ‘un-selling’

Ueber-Brand case study 3: Aēsop – un-selling beauty

Principle 4: From myth to meaning – the best way up is to go deep

The power of storytelling

Myths as Ueber-Stories

Making myths: what to respect

     Seven steps to heaven

Principle 4: The rules of ‘from myth to meaning’

Ueber-Brand case study 4: MINI – myth revisited – from underdog challenger to fun provocateur

Principle 5: Behold! – the product as manifestation

The product as essence

     Yuan Soap – a story of ‘essence’

Make it a holy grail

     Inspiring the modern romantics

Make it unmistakable

Make it the centre of attention

Principle 5: The rules to ‘behold’

Ueber-Brand case study 5: Nespresso – coffee as crema de la crème

Principle 6: Living the dream – the bubble shall never burst

Nothing is as volatile as a dream

Of gods and masters: the question of leadership

     Together apart – the concept of ring-fencing

Radiating inside out: it all starts with the culture

The world according to you

Principle 6: The rules of ‘living the dream’

Ueber-Brand case study 6: Living it like Brunello Cucinelli or the Freitag brothers

Principle 7: Growth without end – the ultimate balancing act

Star power – it’s a matter of balance

A different trajectory

Grow with gravitas – the ideal, but not always real

Grow back – the way of the rose as royal privilege

Grow sideways – the most popular alternative to drive profit

Grow up – the golden route to balance expansion

Grow with passion – the need to stick to your Ueber-Target

     Growing without showing – the advantage of the web

Principle 7: The rules to ‘growth without end’

Ueber-Brand case study 7: Hermès and his offspring

Instead of a summary: 77+ questions

Bibliography

Index