Rethinking Prestige Branding

“Ueber-Brands”

Fresh notions of prestige are driving both classic and new premium brands to venture into different categories and price points. The evolving marketplace and modern consumers’ changing mind-set both influence the way luxury brands are merging proven marketing methods with new technologies. Brands that excel in the revamped prestige landscape manage to move beyond traditional conceptions of luxury to set new standards and expectations.

Ueber-Brands, like their traditional prestige counterparts, reign at the top of the price tier and brand recognition. They retain this position by standing strong in three major areas.

First, modern luxury products commit to a brand story that includes a visionary myth and mission. They remain steadfast in their commitment to this narrative, which they continually retell and reinforce. These “uber-myths” provide customers with cultural heroes and role models, and bridge materialism with spiritual aspiration. The line between culture and commerce is disappearing as brand names support the arts, and as artists take on commercial endeavors.

Second, unlike old luxury lines’ focus on exclusivity, Ueber-Brands...