Interbrand Announces the Release of Meta-luxury: Brands and the Culture of Excellence by Manfredi Ricca and Rebecca Robins
(26 April 2012) – Interbrand, the world’s leading brand consultancy, today announced the release of Meta-luxury: Brands and the Culture of Excellence
, co-written by Manfredi Ricca, Managing Director of its Milan office, and Rebecca Robins, Interbrand European Director, based in London. Ricca and Robins set out to define the ultimate meaning of true luxury, exploring it as both a culture and business model.
This breakthrough book observes the rise of meta-luxury, a cultural and economic paradigm based on four pillars of Craftsmanship, Focus, History and Rarity. Ricca and Robins contend that the term ‘luxury’ has been ‘overexposed, overstretched and diluted’ and coin the term ‘meta-luxury’ to recognise what is ‘beyond’ a word that is now devoid of meaning.
A must-read for brand owners, this book provides an in-depth analysis of the unique cultural, strategic and economic traits of meta-luxury brands. The authors examine what lies at the heart of meta-luxury and its implications for brand and business management.
In a series of exclusive conversations, a diverse array of business leaders, creators, masters of excellence and academics share their unique perspectives on the culture of excellence:
Francesco Trapani, President of LVMH Watches & Jewelry, Renzo Piano, architect, founder RPBW; Dr Michael Scott, Cambridge University; Kazumi Murose, Living National Treasure of Japan; Paolo Fazioli, founder, Fazioli Pianoforti; Francis Kurkdjian, founder, Maison Kurkdjian; Horacio Pagani, founder, Pagani Automobili; Hans Peter Danuser von Platen, formerly of the St Moritz Tourist Board; Maestro Salvatore Accardo, violinist; Simon Jacomet, founder, zai
“This book was inspired by our firm belief that true luxury is about passing the culture of excellence across generations“ commented Ricca and Robins. “Meta-luxury brands challenge conventions about concepts such as craftsmanship, innovation, pricing, extension and profitability. We hope that Meta-luxury will help change the debate on luxury.”
“It’s rare to find a book that genuinely breaks new ground and this is exactly what Meta-luxury does. Ricca and Robins engage with the critical question of how we articulate luxury now and the implications for brands, taking us on a fascinating journey into excellence.” Jez Frampton, Global CEO, Interbrand
“Finally a book that focuses on the only underpinnings of luxury that matter - exquisite product and a culture of true excellence.” Guy Salter, Deputy Chairman of Walpole About The Authors
Manfredi Ricca is Managing Director of Interbrand's Milan office.
He leads the creation, management and valuation of influential brands across a wide variety of industries, including several prominent clients in the luxury sector. He holds a degree in Business Administration from Bocconi University in Milan where he frequently serves as guest lecturer. Ricca is a frequent commentator in the Italian media and has been featured in publications such as the Harvard Business Review, the New York Times and the Wall Street Journal. Rebecca Robins is European Director for Interbrand.
She has extensive experience in branding, consulting a diverse range of clients across a number of industries, having held a variety of roles in both New York and London. Robins holds a first-class degree from Cambridge University in French and German and an M.Phil. in European Literature. A passionate writer on brands and branding, this is Robins’ second book. She has also been featured in publications such as The Economist, the New York Times and the Wall Street Journal. About Interbrand
Founded in 1974, Interbrand is one of the world’s largest branding consultancies. With nearly 40 offices in 26 countries, Interbrand’s combination of rigorous strategy, analytics and world-class design enables it to assist clients in creating and managing brand value effectively across all touchpoints in all market dynamics. Interbrand is widely recognized for its Best Global Brands report, the definitive guide to the world’s most valuable brands, as well as its Best Global Green Brands report which identifies the gap between customer perception and a brand’s performance relative to sustainability. It is also known for having created www.brandchannel.com, an international online exchange and resource about brand marketing and branding. For more information on Interbrand, visit: www.Interbrand.com www.interbrand.com/en/knowledge/Interbrand-books.aspx
For more information please contact:
Global Communications Associate, Public Relations Lindsay.Beltzer@interbrand.com