The new millennium brought some major changes to branding. We finally embrace brands not just as marketing instruments but as guiding forces driving the enterprise as a whole. Not only attracting consumers but integrating and leading all stakeholders truthfully inside out.
Also, technology, of course. It’s a brave new world enabling but also demanding brands to talk and behave more and more interestingly while at the same time learning to listen and let go.
And time, our unrelenting companion. Running faster every minute, not only speeding up but also multiplying opportunities as well as threats. Complexities thrive and with them our yearning for simplicity or at least a break here and there.
All this and then some we have looked at in our book “Rethinking Prestige Branding – Secrets of the Ueber-Brands” (Schaefer/Kuehlwein, 2015) and are currently re-examining with some of the world’s leading brand practitioners for our new title, out 07/2020. And this has led to a new, forward thinking approach to brand building and crafting prestige strategies: Holistic, narrative and multidimensional.