Rethinking prestige branding : secrets of the Ueber-Brands

XIV, 254 S.

Ill.

24 cm

Includes bibliographical references and index

Machine generated contents note: Preface, or what do a red bull and a grey goose have in common?PART ONE Rethinking prestige brandingThe times they are a-changingWhere'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 apartFrom marker to myth -- a brief history of branding -- Brand as quality guarantor -- Brand as badge -- Brand as building block -- Brand as medium -- Brand as mythA 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 relevancePART TWO 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 middlePrinciple 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 naturePrinciple 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 wingsPrinciple 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: -- 75;sop: Un-selling beautyPrinciple 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 -- longing to 'motor'Principle 5: Behold! -- the product as manifestation -- The product as essence -- Yuan Soap -- A story of 'essene' -- 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 crèmePrinciple 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 brothersPrinciple 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 offspringInstead of a summary: 77+ questions -- Bibliography -- Index.

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