Brand Elevation

Principle 2: Longing vs belonging

Balancing exclusivity and inclusion

Very different from traditional luxury or prestige brands, Ueber-Brands have developed new go-to-market strategies that balance a need for exclusivity with a sense of inclusivity, which is invariable in our digital age. They do this by setting up a ‘Velvet Rope’ that separates and yet connects the wider strategic target and what we call the Ueber-Target. The latter becomes an inspirational group of ‘insiders’, creating a desire of ‘longing to belong’ among the rest. Note that while the Velvet Rope can, of course, be a true barrier, it more frequently consists of more subtle factors like the time, money or connoisseurship required to get past it.

The ‘Ueber-Target’: Muses, ...