Brand Elevation

Seven principles – which the Brand Myth anchors – comprise the Ueber-Branding Model.

The Ueber-Brand foundational principles are: “Mission Incomparable; Longing vs Belonging; Un-selling; From Myth to Meaning; Behold!; Living the Dream; and Growth Without End.”

Beloved Ueber-Brands are inspirational leaders and motivators with a meaning and identity that surpasses their product or service’s function. Ueber-Brands attain status by fulfilling the human yearning for meaning, to feel special and included, and to find truth and fulfillment.

A Mission Incomparable is a distinct, unique purpose beyond making money. The brand reflects customer tastes, supports their aspirations and fosters good feelings. Ueber-Brands develop fan communities with operating philosophies that resonate with customers. Patagonia, for example, has a central Mission of creating products that do no environmental harm. The company aligns every activity with this goal.

Master the balance between access and exclusivity; reject standard sales tactics to whisper a promise.

Ueber-Brands adapt the scarcity principle for modern times, capitalizing on the...