Ueber branding how to create desire beyond utility
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This document outlines seven principles of "Ueber-branding" based on a book about prestige branding. It discusses three dimensions for brands to consider: having a clear mission and myth; balancing inclusion and exclusion of customers; and ensuring authenticity and truth across all brand touchpoints. Each dimension includes key questions for brands to evaluate themselves against the principles. The overall message is that prestige brands must go beyond making money to have a compelling story and stand for deeper meanings to remain valued beyond conventional measures like price or size.
Ueber branding how to create desire beyond utility
- 6. 1. THE MUST OF MISSION AND MYTH 2. THE BALANCE BETWEEN EXCLUSION AND INCLUSION 3. THE NEED FOR TRUTH 6 THREE DIMENSIONS –
- 7. THE MUST OF MISSION AND MYTH – D I M E N S I O N O N E –
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- 10. 10 “APRINCIPLE ISONLY ONE IFIT COSTS YOU”
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- 17. THE BEST WAY UP IS TO GO DEEP 17
- 18. KEY QUESTIONS – – WHATIS YOURMISSION – BEYOND MAKING MONEY? – DOYOU HAVE A STORY OR ONLY HISTORY? – HAVE YOU MADE HARD CHOICES? – DOYOU DARE TO BE DIFFERENT? – 18
- 19. THE BALANCE BETWEEN INCLUSION AND EXCLUSION – D I M E N S I O N T W O –
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- 23. UN-SELLING 23
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- 26. KEY QUESTIONS – – WHATIS YOURDESIGN TARGET? – HOWDO YOUBALANCE INCLUSION AND EXCLUSION? – ARE THERE BRAND RITUALS? – DOYOU UN-SELL? – 26
- 27. D I M E N S I O N T H R E E – THE NEED FORTRUTH –
- 28. 28 CODE POACHING IS GOOD ... –
- 29. 29 INVENTING IS BETTER ... –
- 30. Zur Anzeige wird der QuickTime™ Dekompressor „“ benötigt. ...US$ 1,4 BILLION LOSTAUTHENTICITYGAINED... 3030 BUT BEWARE ... –
- 31. THE WORLD ACCORDING TO YOU 31
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- 36. KEYQUESTIONS – – ARE YOU MANIFESTING YOUR MYTH AND MISSION? – INSIDE OUT - ACROSS ALLTOUCHPOINTS? – WHICHDETAILS COUNT? – WHAT IS NOT PARTOF YOUR WORLD? – 36
- 37. 1. MISSION IMCOMPARABLE 6. LIVING THE DREAM 5. BEHOLD! 4. FROM MYTH TO MEANING 7. GROWTH WITHOUT END 3. UN-SELLING 2. LONGING VS. BELONGING 37 SEVEN PRINCIPLES OF UEBER-BRANDING –
- 38. “DON’T COMPROMISE YOURSELF. YOU’RE ALL YOU’VE GOT” (Janis Joplin) 38
- 40. Thispresentationis meanttopromoteawarenessandunderstandingofthe principleslaid outin thebook “RETHINKINGPRESTIGEBRANDING“byWolfgangSchaeferandJP Kuehlwein (KoganPage,2015). DoNOTshare,duplicateor otherwisereproducethismaterial.without prior,written,permission bythe authorsWolfSchaeferorJP Kuehlwein (authors@ueberbrands.com). r. PicturescourtesyofJP Kuehlweinand/orthe respective brands. 40