Summary:
The book provides insights into the strategies and principles used by luxury brands to achieve 'Ueber-Branding,' a term coined by the authors to describe a brand that transcends its category and commands respect and admiration. It offers case studies and interviews with industry leaders, outlining how to create a brand mythology, craft products with meaning, and foster customer loyalty through elevated brand experiences.
Key points:
1. Unique Mission: Brands need a distinct mission that's more than selling, one that competitors can't copy and that emotionally connects with customers.
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