Redefining the Power and Significance of Modern Prestige Brands
Ask JP Kuehlwein for a short definition of a contemporary prestige brand — one that garners almost cult-like following — and he'll describe how people buy such brands with their hearts as well as their heads, while their creators seem to apply magic as much as logic. He'll add that modern prestige brands make us "long to belong," and they can be of any size and come from any catgory at any price point.
According to Kuehlwein, these brands — whether Grey Goose Vodka, Apple, TOMS, Nespresso, MINI, Gucci, Aesop, or Cirque Du Soleil — are not only desirable, but they have ever-increasing social and cultural significance.
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Source
"Redefining the Power and Significance of Modern Prestige Brands." The Internationalist. Number 73, 2015.