Rethinking Prestige Branding Summary

“How do you create a brand that is not only prestigious but meaningful in a world where exclusivity is no longer enough?” This book explores answers to this modern branding question.

1. Prestige is no longer just about high prices

In the past, high prices were enough to make a brand exclusive and desirable. Luxury was synonymous with unattainability, and obtaining such a brand often defined elite status. However, the evolving global economy and shifts in consumer behaviors have rewritten the rules.

Today, anyone can access luxury brands through flash sales, rentals, or replicas, eroding the exclusivity that once defined them. This democratization, fueled by technology, means that the old reliance on prices no longer guarantees prestige. Brands must embrace other drivers to retain their edge.

Knowledge and authenticity now dictate status. Informed consumers value brands that are innovative, ethical, and able to provide meaning. For example, a skater could distinguish themselves by only wearing authentic skater gear, which speaks to their expertise and insider knowledge, while transparent, ethical practices protect a brand from public backlash.

Examples

• Discount designer platforms like Gilt Groupe offer luxury goods to the masses.
• Tech leaders like Elon Musk embody the shift to knowledge being a source of prestige.
• Ethical missteps of brands like fast fashion companies result in public boycotts.

2. Ueber-Brands define their own excellence

Prestige branding is no longer about following traditional benchmarks like having the fastest cars or most expensive goods. Instead, Ueber-Brands chart their own path by focusing on their unique ideals and values.

Take Apple as an example. Rather than chasing the title of most advanced technology, Apple creates products that blend functionality with breathtaking design. Its mission is to make technology an art form, and by doing so, it earns global adoration.

Authenticity further boosts a brand when it aligns its ideals with consumer desires. Modern consumers crave meaning and individuality, viewing mass-produced goods as outdated. They would rather invest in a hand-crafted product than a standardized alternative. Ueber-Brands thrive by offering honesty and differentiation in their offerings.

Examples

• Apple’s iPhones redefine simplicity in tech while maintaining an artistic vision.
• Unilever CEO Paul Polman publicly aligns brand goals with sustainability over profits.
• Handmade soaps infused with flower petals appeal more than mass-produced bars.

3. A mission separates leaders from followers

Merely producing high-quality products isn’t enough; leading brands have to stand apart by encapsulating a powerful mission. This gives consumers not just a product to buy but a purpose they can align with.

For example, Patagonia doesn’t merely sell outdoor wear but promotes environmental activism through its products. By focusing on social and environmental sustainability, it attracts customers who care about these causes. Similarly, Edeka improved its reputation by embracing the mission of making quality food a priority over low prices.

These missions don’t merely attract consumers; they demand active engagement. Customers rally around the core values a brand represents, creating bonds that go beyond transactions. The mission can also redefine entire marketplaces, as Starbucks did by making its cafes aspirational environments rather than simple coffee shops.

Examples

• Patagonia recycles old clothes into new products to limit environmental impact.
• Edeka redesigned stores to focus on higher food quality and knowledgeable staff.
• Starbucks revolutionized coffee culture by introducing unique practices like size names.

4. Balancing exclusivity and inclusion solidifies prestige

A successful Ueber-Brand creates a desirable in-group and gives outsiders a sense of yearning to join them. It’s a careful mix of exclusivity and inclusivity, making a brand aspirational but not alienating.

Ben & Jerry’s achieves this by marketing to progressive, environmentally conscious audiences while maintaining broad availability in supermarkets. This draws a "core cool group" of customers who identify directly with the brand, while others follow in admiration, seeking coolness through association.

Additionally, Ueber-Brands steer away from blatant sales tactics, opting instead for subtlety. For instance, Abercrombie & Fitch uses "un-selling," focusing on its rich heritage and the curated experience of becoming a customer rather than pushing products.

Examples

• Ben & Jerry’s uses fun, quirky flavors to appeal to socially conscious consumers.
• A velvet-rope atmosphere like those in exclusive clubs marks desired "in-group" culture.
• Abercrombie showcases lifestyles instead of its merchandise in ads.

5. Build myths and stories to captivate

Humans have always connected through stories, and brands can tap into this by creating myths that inspire and engage customers. These stories breathe life into a company and give customers narratives to believe in and support.

For instance, Moleskine’s appeal lies in its link to great thinkers and writers like Hemingway. By buying their notebooks, customers feel connected to creativity and tradition. Brands like Chanel also weave powerful founder myths to build sympathetic, aspirational personas, inspiring loyalty.

Good branding stories reflect archetypal struggles such as hero’s journeys, rebellions, or triumphs. Such storytelling immortalizes the brand in consumers' minds, linking the products to meaningful values and legacies.

Examples

• Moleskine evokes nostalgia by linking to literary icons.
• Chanel highlights Coco Chanel’s rise from poverty to icon.
• Nike often uses narratives around overcoming challenges in sports.

6. Your product should fulfill your brand myth

Words alone won’t create prestige. The physical product must deliver on the brand’s promises. A car brand built around performance, like Porsche, needs vehicles that outperform expectations to uphold its myth.

Presentation also matters. How a product is introduced to consumers adds weight to its appeal. For example, Nespresso emphasizes its boutique displays, giving its machines the aura of fine art. Combining quality with ritual consumption concepts, brands create experiences that secure long-lasting appeal.

Examples

• Nespresso stores present coffee machines glamorously on lit pedestals.
• Porsche’s sports cars consistently rank among the world’s performance leaders.
• Crème de la Mer involves ritualistic application instructions as part of its lore.

7. Align workplace culture with your brand’s ideals

A brand’s internal culture must reflect its public image to seem credible. Employees who share the brand’s ideals act as ambassadors, ensuring authenticity.

For cool, unconventional brands, this means creating workspaces and practices that mirror their image. Creative workplaces like Google’s whimsical campus are often the breeding grounds where great Ueber-Brand ideals originate.

Moreover, pairing visionary leaders with grounded executives ensures that creativity becomes lucrative success. As seen in Gucci’s resurgence under the dynamic duo of Tom Ford and Domenico De Sole, alignment between vision and execution fosters lasting prosperity.

Examples

• Google’s office designs cultivate innovation and curiosity.
• Gucci thrived under the creative-business leadership dynamic.
• Patagonia’s culture emphasizes sustainability even in operational guidelines.

8. Slow and measured growth preserves brand identity

Unlike mass-market corporations, Ueber-Brands benefit from controlled growth to preserve exclusivity and mystique. Rapid expansion risks diluting their appeal and betraying their mission.

Patagonia, for example, chose to discourage over-consumption by asking customers to purchase fewer products. This approach rewards brands by deepening their unique image, even at the cost of immediate profit.

Brands must focus on scaling wisely, keeping their core values intact while reaching new markets. This ensures brand longevity and a committed following.

Examples

• Patagonia encourages customers to repair old items instead of buying new ones.
• Tesla focuses on sustainable product launches rather than excessive production.
• Limited edition Apple releases maintain customer excitement and loyalty.

9. Take a stand on what you won’t do

A brand’s commitment to its mission is as visible in its practices as in its omissions. Making clear what you refuse to engage in enhances credibility and loyalty.

For instance, Kering’s refusal to sell fur underscores its dedication to sustainability in fashion. When customers see brands sticking to their principles despite trends, the admiration grows stronger.

Drawing clear lines demonstrates adherence to core values, building trust with target customers while shutting the door to others who don’t share the same ideals.

Examples

• Kering outright bans fur in its luxury lines to reinforce ethics.
• Ben & Jerry’s supports specific social causes, alienating some but attracting others.
• Tesla only produces electric cars, firmly rejecting non-sustainable alternatives.

Takeaways

1. Define a mission that holds meaning beyond profit to connect deeply with consumers.
2. Focus on storytelling to craft a memorable brand narrative rooted in values and archetypes.
3. Moderate your growth to maintain an air of exclusivity and protect your brand identity.