Cover -- Title -- Copyright -- Contents -- Preface, or what do a Red Bull and a Grey Goose have in common? -- Acknowledgements -- Part One Rethinking prestige branding -- The times they are a-changing -- Where's the magic? -- Culture, commerce - unite! -- Capitalism, evolved -- Consumerism, re-rooted -- The limits of money -- The importance of knowledge -- The age of transparency -- One in a million -- Together apart -- From marker to myth - a brief history of branding -- Brand as quality guarantor -- Brand as badge -- Brand as building block -- Brand as medium -- Brand as myth -- A new kind of prestige - or what we mean by Ueber-Brands™ -- Ueber-Brands: three key dimensions, one stellar position -- Ueber-Brands: an old term of new-found relevance -- Part Two The seven secrets of Ueber-Brands -- It's practical - but also conversational -- It's 'numerological' - how else to explain there are seven? -- It's symmetrical - with myth in the middle -- Principle 1: Mission incomparable - the first rule is to make your own -- Apart. Ahead. Above. -- Mission route 1: Noblesse Oblige, or the price of greatness -- Our shift to a Bobo culture -- Mission route 2: Reinvention, the little brother of responsibility -- Quod licet Jovi, non licet bovi -- Principle 1: The rules for a 'mission incomparable' -- Ueber-Brand case study 1: Patagonia - the meaningful exploration of nature -- Principle 2: Longing versus belonging - the challenge is both -- The power of the velvet rope -- Velvet roping 1: Reaching high to win up -- Designing an Ueber-Target -- Longing and belonging online -- Velvet roping 2: Laying low to stay up -- Principle 2: The rules of 'longing and belonging' -- Ueber-Brand case study 2: Red Bull - longing to have wings -- Principle 3: Un-selling - the superiority of seduction -- Of pride and provocation.

How Ueber-Brands turn celebrity endorsements on their head -- Avert the overt -- It's an art -- Walk the talk -- Principle 3: The rules of 'un-selling' -- Ueber-Brand case study 3: Aēsop - un-selling beauty -- Principle 4: From myth to meaning - the best way up is to go deep -- The power of storytelling -- Myths as Ueber-Stories -- Making myths: what to respect -- Seven steps to heaven -- Principle 4: The rules of 'from myth to meaning' -- Ueber-Brand case study 4: MINI - myth revisited - from underdog challenger to fun provocateur -- Principle 5: Behold! - the product as manifestation -- The product as essence -- Yuan Soap - a story of 'essence' -- Make it a holy grail -- Inspiring the modern romantics -- Make it unmistakable -- Make it the centre of attention -- Principle 5: The rules to 'behold' -- Ueber-Brand case study 5: Nespresso - coffee as crema de la crème -- Principle 6: Living the dream - the bubble shall never burst -- Nothing is as volatile as a dream -- Of gods and masters: the question of leadership -- Together apart - the concept of ring-fencing -- Radiating inside out: it all starts with the culture -- The world according to you -- Principle 6: The rules of 'living the dream' -- Ueber-Brand case study 6: Living it like Brunello Cucinelli or the Freitag brothers -- Principle 7: Growth without end - the ultimate balancing act -- Star power - it's a matter of balance -- A different trajectory -- Grow with gravitas - the ideal, but not always real -- Grow back - the way of the rose as royal privilege -- Grow sideways - the most popular alternative to drive profit -- Grow up - the golden route to balance expansion -- Grow with passion - the need to stick to your Ueber-Target -- Growing without showing - the advantage of the web -- Principle 7: The rules to 'growth without end' -- Ueber-Brand case study 7: Hermès and his offspring.

Instead of a summary: 77+ questions -- Bibliography -- Index.