Premium and luxury brands have been thriving despite years of economic crisis. They have become the envy of many mass marketers and the darling of every consumer with disposable income between New York and Shanghai.
Classified dissects and unfolds the state of advanced premium consumerism that we all experience every day, globally. It takes us on a colorful journey behind the scenes of today's marketing pros and lets us glimpse at our own psychological and behavioral make-ups. Telling - and letting us experience first-hand - the unique story of today's prestige world. This book will fascinate the marketing professional just as much as those who are simply curious how premium brands tick.
Understanding how to upgrade brands and trade brands up is a key strategic question to most branded good sellers today as they face the "squeeze in the middle," a polarization to high-end/lifestyle or commoditized retailer brands.
|Publisher:||Kogan Page, Ltd.|
|Product dimensions:||6.10(w) x 9.10(h) x 0.70(d)|
About the Author
Wolfgang Schaefer is Chief Strategy Officer at SelectNY, a global premium brand building agency.
JP Kuehlwein is Managing Director Global Strategy & Innovation Premium Consumer at Procter & Gamble, an international packaged goods manufacturer and also Managing Director at Fekkai Asia, a prestige hair care and salon brand.
Table of Contents
Preface, or what do a Red Bull and a Grey Goose have in common?
PART ONE Rethinking prestige branding
The times they are a-changing
Where’s the magic?
Culture, commerce – unite!
The limits of money
The importance of knowledge
The age of transparency
One in a million
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-BrandsTM
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 revisisted – from underdog challenger to fun provocateur
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 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
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