Joe & The Juice: Joe makes Juice Joyful - and us willing to pay a premium

JP Kuehlwein talks about how infusing a brand with meaning works to 'de-commoditize' a product or service and allows to charge a premium. It is a key part of creating a modern Prestige brand, an 'Ueber-Brand'. Ueber-Brands like Joe & The Juice seduce beyond flavor, price ... and sometimes even reason. For a deep immersion read JP and Wolf Schaefer's book "Rethinking Prestige Branding" or visit the blog at www.ueberbrands.com

[@andersthomsen8915]

I get your angle about "Joe" but in reality "Joe" refers to coffee. like a cup of Joe.

[@jpkuehlwein1]

Of course... its a 'double-entendre' ;-) I have students tell me every semester it is 'as much about Joe as it is about the joe (ie coffee) ;-)