Rethinking Prestige Branding
Autor Wolfgang Schaefer, J P Kuehlweinen Limba Engleză Hardback – 11 apr 2016
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Specificații
ISBN-13: 9780749479220
ISBN-10: 0749479221
Pagini: 272
Dimensiuni: 161 x 240 x 19 mm
Greutate: 0.58 kg
Editura: Kogan Page
ISBN-10: 0749479221
Pagini: 272
Dimensiuni: 161 x 240 x 19 mm
Greutate: 0.58 kg
Editura: Kogan Page
Notă biografică
Wolfgang Schaefer is Chief Strategy Officer at SelectNY, a global premium brand building agency. He was previously Partner and Associate Planning Director at Ogilvy Mather.
JP Kuehlwein is Executive Vice President at Frédéric Fekkai, a New York-based prestige salon operator and hair care brand, and he is an Outside Director of Smith & Norbu, a luxury optical frame maker in Hong Kong. He was previously Managing Director Global Strategy & Innovation Premium Consumer at Procter & Gamble, Hong Kong.
JP Kuehlwein is Executive Vice President at Frédéric Fekkai, a New York-based prestige salon operator and hair care brand, and he is an Outside Director of Smith & Norbu, a luxury optical frame maker in Hong Kong. He was previously Managing Director Global Strategy & Innovation Premium Consumer at Procter & Gamble, Hong Kong.
Cuprins
Preface, or what do a Red Bull and a Grey Goose have in common?
Acknowledgements
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-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: Aesop--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
Instead of a summary: 77+ questions
Bibliography
Index
Acknowledgements
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-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: Aesop--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
Instead of a summary: 77+ questions
Bibliography
Index