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The Ueber-Brands Podcast

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Conversations with Ueber-Brand builders. They seduce, rather than sell, add myth to the material and let their brands shine from the inside-out. In return, we reward them by paying a premium.

Conversations with Ueber-Brand builders. They seduce, rather than sell, add myth to the material and let their brands shine from the inside-out. In return, we reward them by paying a premium.
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Conversations with Ueber-Brand builders. They seduce, rather than sell, add myth to the material and let their brands shine from the inside-out. In return, we reward them by paying a premium.






B2B Beyond The Material – Interview with Mohawk Fine Papers’ Creative Director Christopher Harrold

Can the principles of Ueber-Branding be applied to B2B brands, to elevate them in the minds of professional buyers and make them ‘priceless’ … or at least less dependent on price? That’s a question we get asked quite a bit. The short answer is “Absolutely, Yes!” … But, we know, people are hungry for examples that illustrate the point, that talk about an industry “that is not sexy or high tech” and about “small companies with limited budgets.” That’s because many marketers feel that they...


Taking Brands and People Üeber – JP interviewed by getAbstract co-founder Patrick Brigger

Can Ueber-Branding be applied to any industry and brand? How about people as Ueber-Brands? How do Ueber-Brands elevate themselves above the rest? How do they attract people? – Not only as buyers but as employees? … These are just some of the questions Patrick Brigger asked me in a recent interview for his blog getAbstract ‘life‘ … that tag meaning that I got to answer some personal questions, as well, which I will mostly spare you from listening to in this shortened edit (link to full...


A Brand Built By ‘Less’? - Interview with Brandless co-founder Tina Sharkey

‘Brandless’ is the only ‘brand’ you can buy at the eponymous e-grocer. As co-founder Tina Sharkey explains, young ‘Brandless’ is not about the absence of identity or meaning and being a brand in that sense. Rather, it is about changing the way in which a brand connects with constituents and is distributed. Which, in her words, is no less than a ‘revolution’ in which Brandless seeks to ‘abolish the brand tax’ (see chart below) used by ‘regular brands’ to make up stories (aka advertising)...


Making Slow Fashion Grow - Interview with Raleigh Denim Workshop co-founder Victor Lytvinenko

Victor and his wife Sarah are in love with making jeans the old, slow way in their Raleigh Denim Workshop. They sewed them themselves and proudly signed every pair when they started out in 2007. But in the meantime, they employ some two dozen people and ‘getting to use the signing Shapie’ has become a rite of passage, of sorts, to becoming one of them - a true ‘jeans-smith’. And that’s just one of the intriguing stories and quirky details Victor shares in our interview (click the play...


Profit and/or Purpose? – Interview with Venture Capitalist and Social Activist David Batstone

David Batstone is not one to be easily typecast. As you learn more about David you might get a bit perplexed not only by the uncounted, very public projects in which he plays a leading role or the multitude of positions he holds but by their often different, seemingly opposing character: theology scholar, journalists, venture capitalist, ethics professor, businessman, human rights activist… Among many other things, David is Founder and President of ‘Not For Sale‘ a non-profit organization...


Audemars Piguet - Adversity and Complications Make a Brand – Interview with Tim Sayler, CMO

Audemars Piguet is up there, even in the already elevated world of ‘haute horlogerie’ and the Swiss Alps. Le Brassus in the high valley of Joux is the birthplace and still the place of hand-crafting AP watches as Tim Sayler, Chief Marketing Officer of the brand is proud and precise in pointing out to us. And pride, precision and a strong sense of place are some of the key ingredients we talk, as we discuss what has made this brand and how it stays up there in the firmament of desired...


Shinola: From Shining Shoes to Lifestyle Star – Interview with Bridget Russo, CMO

One of the founders commented ‘You don’t know shxx from Shinola!‘ during a meeting – This is how an American saying lead to the rebirth of the formerly popular shoe polish it is referring to … at least according to Bridget Russo, CMO Shinola who shared … Continue reading →


Renova: Toilet Paper to live, love and style with, also. – Podcast with Paulo Pereira Da Silva, CEO – #07

“If toilet paper can make you happy… Why not? Life is hard enough! …” – In this podcast episode we muse with Paulo Pereira Da Silva, CEO of the Renova about how he has transformed this long-standing Portuguese tissue maker … Continue reading →


Johnnie Walker: Appeal at $1 and $1,000 a sip, alike. – Interview with Matteo Fantacchiotti, Diageo – Podcast Episode 06

In this episode we talk to Matteo Fantacchiotti, Global Vice President, Diageo Luxury Division in Singapore. Diageo calls their high-end liquors the ‘Reserve Brands.’ These brands have grown well above category average and well past the previous segment leader in the … Continue reading →


Chipotle – The Genius and Power of Naïveté – Interview with William Espey, Brand Voice Lead Chipotle Mexican Grill – Podcast Episode 05

In this episode we talk to William Espey, Brand Voice Lead at Chipotle Mexican Grill, the booming ‘casual food’ restaurant chain sought out by most for offering hearty burritos at a relatively low price*, admired by many for being an advocate for … Continue reading →


Storied Seltzer Service – Interview with Brooklyn Seltzer Boy Alex Gomberg – Podcast Episode 03

For this episode of the Ueberbrands Podcast we went all the way to the end of the L-train line on the New York subway system; to Canarsie in southeast Brooklyn to visit one of the last seltzer filling factories in the US. … Continue reading →


Building a Brand on Bricks and Beliefs – Brunello Cucinelli – Podcast Episode 02

We are discussing Brunello Cucinelli, the ‘Cashmere King’ and his eponymous brand with David LaRocca author, film maker and scholar of philosophy. David, like us, has been fascinated by Brunello, who says he is guided by the great historic thinkers … Continue reading →


The Draw of Bespoke and Subtle Sophistication – Benoit Ams, Smith & Norbu

In this inaugural episode we talk to Benoit Ams, founder, owner, designer …. Renaissance Man extraordinaire at Smith & Norbu, a brand that offers tailor-made, subtly branded eye-wear for sophisticated clients. The Smith & Norbu optical frames are made from yak horn, which Benoit … Continue reading →