||4 of 4 people found the following review helpful.| A smart page-turner about successful brands|By Michael Pollock|This is a book about brands like no other. The insights and well-chosen cases sparkle through it. The writing is lively - even sassy. Unlike so many dry “academic” books on brands it is not packed with filler and hi-falutin’ theory - this is real world experiences smartly parsed and examined. You&||"It's often said that luxury brands follow their own rule book. That those who master it are a breed far apart from the annals of academia, brand keys and value propositions. For the most part that holds true. But after reading 'Rethinking Prestige B
What makes someone covet a Kelly bag? Why are Cirque Du Soleil or Grey Goose so successful despite breaking all the conventions of their categories? What does Gucci's approach to marketing have in common with Nespresso's? And why do some people pay a relative fortune for Renova toilet paper or Aesop detergent even though they hardly ever 'advertise' and seem to have none of the 'functional performance advantages' conventional marketers would seek to demonstrate? Prestig...
[PDF.ij25] Rethinking Prestige Branding: Secrets of the Ueber-Brands Rating: 4.67 (503 Votes)
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