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The Must of Mission and Myth

In this second video Wolfgang Schaefer and JP Kuehlwein, co-authors of Rethinking Prestige Branding: Secrets of the Ueber-Brands, examine the importance of the mission and mythology of a brand. JP and Wolfgang highlight how a brand must exist beyond the purpose of making money and must tell a compelling story for customers to truly engage with their brand.

Rethinking Prestige Branding examines the successful development and promotion of prestige brands, explaining not just how they're sold but how consumers respond to them.