January 2021
Intermediate to advanced
304 pages
8h 26m
English
Content preview from Brand Elevation
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Recap: The principles of Ueber-BrandingTM
The idea of Ueber-BrandsTM
‘Ueber’ is German for ‘above and beyond’, and that is where we have found brands to go as they seek to acquire meaning beyond the material. Our research showed that brands that are considered peerless and priceless go beyond conventional approaches to brand identity development and marketing execution by following seven principles that we review and illustrate below.
These principles are guided by three deep-seated desires people have and value in brands that can satisfy them:
The desire for meaning that can be found in a higher Mission and a Myth to believe in.
The desire to be special, but also to belong, which can be achieved by balancing exclusivity with inclusiveness. ...
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O’Reilly covers everything we've got, with content to help us build a world-class technology community, upgrade the capabilities and competencies of our teams, and improve overall team performance as well as their engagement.Julian F.
I wanted to learn C and C++, but it didn't click for me until I picked up an O'Reilly book. When I went on the O’Reilly platform, I was astonished to find all the books there, plus live events and sandboxes so you could play around with the technology.Addison B.
I’ve been on the O’Reilly platform for more than eight years. I use a couple of learning platforms, but I'm on O'Reilly more than anybody else. When you're there, you start learning. I'm never disappointed.Amir M.
I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.