THE CONCEPT OF UEBER-BRANDS
“Ueber-Brands are meta not mega. They are less self-important or aggrandizing than prestige used to be but more self-aware and self-reflecting. What puts them on a higher level is a sense of discrimination paired with dedication, and that is as priceless as it is progressive.”
This is how we summed up what we termed Ueber-Brands, successful in securing premium positions within their categories, pushing price elasticities and making themselves cultural arbiters at the same time. Based on 100+ case studies and countless exclusive interviews with industry and market leaders we devised seven principles that these brands exhibit and that are essential for anyone wanting to take her or his brand ‘ueber’ (German for above and beyond).
Our first book “Rethinking Prestige – Secrets of the Ueber-Brands”, laying out the theory and detailing the principles, was published 2015 and became an instant hit, meanwhile translated into Chinese and Arabic, Portuguese… To this day selling briskly and maintaining a 4.8* rating on Amazon.
Our second book “Brand Elevation – Lessons in Ueber-Branding” came out in January 2021 and puts the theory into action – a six-step practical program on how to upgrade and sustain a brand’s premium position and competitive advantage. Complete with insights from the Covid pandemic and seven in-depth case studies, from successful brand leaders, incl. Starbucks, YouTube, AirBnB, Burt’s Bees, Acqua di Parma, Lakrids and Terra Cycle.
“This book is a great read for managers charged with building and maintaining prestige brands.”
Scott Galloway, Professor of Marketing, NYU Stern
“This is one of the best new books to come out in recent years on the changes and elevations of branding in marketing and society today, through to their mythic aspects.”
Robert Kozinets, Professor of Marketing, Schulich School of Business, York University
“This book inspires our thinking about the possibilities at so many levels.”
Pete Blackshaw, Global Head of Digital, Nestle
“This is a much-welcomed book for all marketing VPs.”
Prof. Jean-Noël Kapferer, HEC Paris
“I dare say that even luxury’s rule book has been radically rewritten with this engaging and provocative treatise.”
Uwe Ellinghaus, Chief Marketing Officer, Cadillac