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The Need for Longing and Belonging

In this first video Wolfgang Schaefer and JP Kuehlwein, co-authors of Rethinking Prestige Branding: Secrets of the Ueber-Brands, discuss the how to maintain a brands air of exclusivity. They discuss the roles of inclusion and exclusion and finding the fine balance between the two.

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.