Rethinking Prestige Branding

1. Modern prestige brands, or "Ueber-Brands," balance exclusivity with accessibility

Where mega shouts power, meta means perspective.

Ueber-Brands redefine prestige. They are not just about high prices or limited availability, but about creating a sense of aspiration and cultural significance. These brands balance:

• Exclusivity: Creating a sense of scarcity and desirability
• Accessibility: Allowing broader reach without diluting brand value

Ueber-Brands achieve this balance through:

• Careful targeting of influencers and early adopters
• Controlled distribution and limited editions
• Strategic use of digital platforms for reach without overexposure
• Creating a sense of community and insider knowledge

Examples include Tesla, which targets eco-conscious luxury consumers while working towards mass-market electric vehicles, and Nespresso, which offers premium coffee experiences accessible to a wide audience through its club model.

2. A compelling mission and myth are essential for Ueber-Brand success

Ueber-Brands can only fulfil their mission if they have a mission.

Mission drives brand identity. Successful Ueber-Brands are built on a clear, compelling mission that goes beyond profit. This mission:

• Gives the brand purpose and direction
• Inspires customers and employees
• Differentiates the brand from competitors

There are two main approaches to developing a mission:

1. Noblesse Oblige: Focusing on social, environmental, or ethical responsibilities
2. Reinvention: Redefining a category or setting new standards

Examples include Patagonia's commitment to environmental sustainability and TOMS' "One for One" giving model. These missions create a sense of purpose that resonates with consumers and justifies premium pricing.

3. "Un-selling" is more effective than traditional marketing for Ueber-Brands

The best way to sell is often not to sell.

Subtle seduction trumps hard selling. Ueber-Brands avoid traditional advertising and instead focus on:

• Creating intrigue and mystery around the brand
• Using art and culture to elevate brand perception
• Letting the product speak for itself

Strategies for "un-selling" include:

• Collaborations with artists and cultural institutions
• Creating branded content and experiences
• Minimalist product presentations that emphasize quality and craftsmanship

Aēsop, for example, eschews traditional advertising in favor of store designs that reflect local culture and history. This approach creates a sense of discovery and appreciation among customers.

4. Ueber-Brands create deep meaning through storytelling and mythmaking

A compelling narrative fosters an illusion of inevitability.

Stories create emotional connections. Ueber-Brands use storytelling and mythmaking to:

• Give products and experiences deeper meaning
• Create a sense of heritage and timelessness
• Inspire customer loyalty and advocacy

Effective brand myths:

• Connect to universal human themes and values
• Incorporate elements of struggle and triumph
• Blend fact and fiction to create a compelling narrative

La Mer, for example, built its brand around the story of its founder's quest to heal his own skin, incorporating elements of science and miracle to create a powerful origin myth for its products.

5. Products should be manifestations of the brand's essence and myth

The product as essence.

Product as brand embodiment. Ueber-Brands ensure their products are physical manifestations of their brand story and values by:

• Incorporating unique design elements that reflect brand identity
• Using high-quality materials and craftsmanship
• Creating rituals and experiences around product use

Strategies for product elevation include:

• Developing a distinctive design language
• Offering customization and personalization
• Creating limited editions and collaborations

Hermès, for instance, maintains its reputation for quality and craftsmanship through meticulous attention to detail in every product, from its iconic Birkin bags to its silk scarves.

6. Ueber-Brands must live their dream authentically, inside and out

Nothing is as volatile as a dream.

Authenticity is crucial. Ueber-Brands must embody their mission and values in every aspect of their operations, including:

• Organizational culture and employee practices
• Supply chain and production methods
• Customer experiences and interactions

Key elements of living the brand dream:

• Strong, visionary leadership
• Consistent brand expression across all touchpoints
• Transparency and integrity in business practices

Brunello Cucinelli, for example, has built his brand around the concept of "humanistic capitalism," creating a work environment and production process that reflects his values of craftsmanship and human dignity.

7. Sustainable growth requires balancing expansion with brand integrity

Star power – it's a matter of balance.

Growth without compromise. Ueber-Brands must find ways to grow their business while maintaining their prestige and allure. Strategies include:

• Expanding into adjacent categories or markets
• Creating tiered product lines or sub-brands
• Leveraging digital platforms for reach without overexposure

Balancing growth and integrity:

• Maintain focus on core products and values
• Carefully manage distribution and accessibility
• Continuously innovate while respecting brand heritage

Hermès demonstrates this balance by expanding its product range and global presence while maintaining strict control over production and distribution to preserve its exclusivity and craftsmanship reputation.

Last updated: July 30, 2024