Brand elevation: lessons in ueber-branding

Table of content

Section - ONE: RECAP – THE PRINCIPLES OF UEBER-BRANDINGTM;Section - 01: Principle 1 - Mission incomparable – Having a distinct, brand-guiding Mission;Section - 02: Principle 2 - Longing vs belonging – Balancing exclusivity and inclusion;Section - 03: Principle 3 - Un-selling – Mastering the art of seduction;Section - 04: Principle 4 - From Myth to meaning – Giving the brand soul;Section - 05: Principle 5 - Behold the product! Making your product manifest the Myth;Section - 06: Principle 6 - Living the dream – Letting the brand radiate from the inside out;Section - 07: Principle 7 - Growth without end – Balancing scaling and brand building;Section - TWO: HOW TO – SIX STEPS TO ELEVATE YOUR BRAND;Section - 08: Step 1 - Set Your Mission;Section - 09: Step 2 - Write Your Myth;Section - 10: Step 3 - Realize Your Dream;Section - 11: Step 4 - Live Your Dream;Section - 12: Step 5 - Find Your Ueber-Target;Section - 13: Step 6 - Ignite All Targets;Section - 14: Summing up – The Ueber-Branding Model;Section - THREE: LESSONS – UEBER-BRANDING IN ACTION;Section - 15: Case 1 - TerraCycle – From Mission to Myth to movement, or – How to ‘eliminate the idea of waste’;Section - 16: Case 2 - Acqua di Parma – The power of a mythical core, or – How to build your business and your equity simultaneously;Section - 17: Case 3 - Burt’s Bees – Growing an Ueber-Brand ground up, or – How purpose and profit can live in harmony;Section - 18: Case 4 - Starbucks – The renaissance plan, or – How to leap ahead by going back to quality and service;Section - 19: Case 5 - Airbnb – The importance of culture, or – How Airbnb found, launched and lives its purpose;Section - 20: Case 6 - Lakrids – Growth without end, or – How to scale a dream;Section - 21: Case 7 - YouTube – Platform or brand of the future, or – How to be one when you are many;Section - EPILOGUE: Crises – Times of Ueber-Opportunities;Section - 22: References and further reading;Section - 23: Index

rand Elevation explains the main drivers behind brands becoming peerless and priceless and how to harness these principles to develop a winning brand strategy. Written for marketers and brand managers of all levels of experience, and for both those working in start-ups and established players, it proposes a six-step, easy-to-follow program to elevate your brand.

Brand Elevation explores challenges such as creating a distinct and brand-guiding mission, mediating between exclusivity and inclusion and mastering the art of seduction. Featuring case studies and expert accounts from organizations including Airbnb, Acqua di Parma, Burt's Bees, Lakrids, Starbucks, TerraCycle, and YouTube, Wolfgang Schaefer and JP Kuehlwein skilfully explain how any brand - regardless of sector and industry - can become a modern prestige brand.