Luxury marketing: 5 ways to market prestige brands
Wolfgang SchaeferSelectNY
To be a prestige brand meant remaining veiled and mysterious – aloof from the digital world. But now the new Ueber-Brands use the digital revolution to marry culture, commerce, content and convenience, without undermining the superior status of the brand.
The digital revolution, a more demanding consumerism and many other factors have led to a new way of marketing premium brands and given rise to a new crop of what I have called Ueber-Brands (i.e. brands as networks of meanings, based on highly authentic brand identity and brand behaviour)....