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Brand Elevation

Lessons in Ueber-Branding

Put brand theory into action and learn from the strategies and expertise of luxury organizations, to understand why certain brands become stellar prestige brands.
EAN: 9781789664669
Edition: 1
Format: 233 x 155
304 pages

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About the book

How can a brand become one of those peerless 'Ueber-Brands' we all admire and are willing to pay a premium for? Is there a proven process? Where should we start?

Brand Elevation
explains the main drivers behind brands becoming peerless and priceless and how to harness these principles to develop a winning brand strategy. Written for marketers and brand managers of all levels of experience, and for both those working in start-ups and established players, it proposes a six-step, easy-to-follow program to elevate your brand.

Brand Elevation explores challenges such as creating a distinct and brand-guiding mission, mediating between exclusivity and inclusion and mastering the art of seduction. Featuring case studies and expert accounts from organizations including Airbnb, Acqua di Parma, Burt's Bees, Lakrids, Starbucks, TerraCycle, and YouTube, Wolfgang Schaefer and JP Kuehlwein skilfully explain how any brand - regardless of sector and industry - can become a modern prestige brand.

About the authors

Wolfgang Schaefer is CEO and Founder of zwoelf consulting, specialized in narrative brand strategies. Based in Berlin and NYC, he lectures at XU Exponential University Potsdam and other schools in Europe and the US. For the past 25 years as chief strategist he has worked with many of the world's top marketers at LVMH, P&G, Miele, Swarovski, Coty and Unilever et al.

JP Kuehlwein is the Founder of marketing consultancy Ueber-Brands. He's also Adjunct Professor of Marketing at NYU Stern and Columbia Business School and leader of the Marketing Institute at The Conference Board think tank. Previously, he was Executive Vice President at Frederic Fekkai & Co as well as Brand Director and Director of Corporate Strategy at Procter & Gamble.

  • A must-read for both the managers of mass brands that used to dominate and teams at start-ups that set out to disrupt the market.
  • Russ Klein, CEO, The American Marketing Association

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