Rethinking prestige branding : secrets of the Ueber-Brands /
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| Author / Creator: | Schaefer, Wolfgang. |
|---|---|
| Imprint: | London ; Philadelphia : Kogan Page, 2015. |
| Description: | 1 online resource. |
| Language: | English |
| Subject: | |
| Format: | E-Resource Book |
| URL for this record: | http://pi.lib.uchicago.edu/1001/cat/bib/10808829 |
Table of Contents:
- 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-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 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.
