The concept of prestige will always exist as it is baked into our human need for distinction as well as aspiration. (Location 261)
three key dimensions of Ueber-Brands and how they enable their stellar position – from the importance of mission and myth to the new balance between connection and exclusion to their need for truth. (Location 299)
The following chronology thus shouldn’t be understood as one idea of branding replacing the other: rather, they were layered on top, living and working in parallel – as they still are today. Which of them takes priority can switch very easily, depending on socio-economic realities or even from person to person and moment to moment, depending on levels of involvement or psycho-social context. (Location 454)
Brands need to re-prove themselves as not just ‘empty’ marketing shells but reliable holders of meaning. The starting point for this is a clear, definite point of view (POV). Having values and convictions beyond making a buck, and communicating those beliefs openly and credibly, is the beginning of every relationship. (Location 554)
progress. For modern prestige brands it’s becoming less and less about what we buy and more and more about what we buy into. (Location 844)
A strong brand must inspire, enrich and elevate me and my life. It needs to make me feel bigger and, today more importantly, better than I am without it. It must allow me to at least temporarily shift the standpoint from which I relate to the rest of the world. (Location 907)