After some 4 years, 75+ interviews, 150 cases studied and uncounted conversations Wolf Schaefer and JP Kuehlwein are proud to present their latest book ‘Rethinking Prestige Branding – Secrets of the Ueber-Brands’ (Kogan Page Publishing). You can order it online (links below) and in all fine bookstores worldwide.
The book examines what allows brands to command multiples of the average category price and garner a often cult-like following. People buy them as much with their hearts as with their heads and their creators apply magic as much as logic. The authors call the best of these brands ‘Ueber-Brands’ and look at what drives their success across a broad spectrum of categories including Food (eg. Innocent, Lakrids, Red Bull, Nespresso), Hospitality and Entertainment (Hoshino Resorts, Cirque Du Soleil), Transportation (Tesla, Mini, Harley Davidson), Fashion, Beauty, Accessories (Freitag, Brunello Cucinelli, Aesop, Chaumet) all the way to household goods like detergents or soaps (The Laundress, Yuan) and across the globe.
“A smart page turner.”
“THE book on modern Prestige Branding”
“An Ueber-Book: Brainy, pithy, sexy, entertaining, insightful, practical”
(more testimonials here and below)
You can order here:
US, Canada, UK, Germany, France, Italy, Spain, Japan, China, China (Mandarin), Rest of the world
Or get a signed copy directly by contacting the authors giving order details and mailing address. Yu will get a quote with total costs and PayPal payment request.
Limited Edition, Hardcover, 306 p. Standard Edition, Paperback, 254 p.
USD120 (free shipping) USD25 + actual shipping costs
pictures below picture above
Links to some Critical Reviews from around the world:
By Deborah Malone, founder The Internationalist/ANA , Russ Klein, CEO of the AMA (American Marketing Association) or Matt Grant at Aberdeen in the US.
Sylviane Louzoun of ‘LeJourSansPub’ and Eric at ‘DarkPlanneur‘, both in France
Darren Ingram at Autamme and Charles Franklin at Small Business Trends in the UK.
Matthias Eylers for APG (Association of Account Planners) and Katja Breitlinger at the ‘Europolitan‘ both in Germany.
‘Dee’ at ‘Vanilla Papers‘ a book review blog from ? (mystery)
And the Book is in the News: In Forbes online, Barrons Magazine, Adweek, WARC magazine, MarketingProfs, PeerSphere (CMO Council Magazine), brand eins (Germany), Aberdeen Essentials, etc.
Imitation is flattery... ‘Ueber-Brands’ becoming a buzz-word: The ‘Mixonian Institute’ applies our concepts to You as a personal Ueber-Brand.
Ueber-Brands™ 
Pingback: Master Myth Maker – Interview with Ramdane Touhami, mind behind Buly and other exquisite brand (re-)creations | Ueber-Brands™
Pingback: Does Product Top Purpose? – Halo Top’s ‘full pint’ vs Ben & Jerry’s ‘double dip’ | Ueber-Brands™
Pingback: The Leadership Structure behind Winning Brands | Ueber-Brands™
Pingback: How ‘Big Groups’ and ‘Niche Brands’ Survive acquisitions and Thrive | Ueber-Brands™
Pingback: B2B Beyond The Material – Interview with Mohawk Fine Papers Creative Director Christopher Harrold | Ueber-Brands™
Pingback: Ueber-Brand Activation: Chobani Tops Treats with Tolerance | Ueber-Brands™
Pingback: Taking Brands and People Üeber – JP interviewed by getAbstract co-founder Patrick Brigger | Ueber-Brands™
Pingback: Rethinking Prestige Branding – A 10 Minute Q&A | Ueber-Brands
Pingback: A Brand Built By ‘Less’? – Interview with Brandless co-founder Tina Sharkey | Ueber-Brands
Pingback: Tiffany & Co. – How Reach Out… Without Falling? | Ueber-Brands
Pingback: Cultural Branding – Cadillac Looks To Get Back On The Map | Ueber-Brands
Pingback: Making Slow Fashion Grow – Interview with Raleigh Denim Workshop co-founder Victor Lytvinenko | Ueber-Brands
Pingback: Article: How modern prestige brands create meaning through mission | Ueber-Brands
Pingback: Cadillac – Resuscitation without Nostalgia nor Provocation? – Interview with Uwe Ellinghaus, CMO | Ueber-Brands
Pingback: Juicing Up Business: Joe & The Juice’s Sexy Brotherhood of Juicers | Ueber-Brands
Pingback: Vanguard Investments – From ‘Folly’ to Fiduciary Giant | Ueber-Brands
Pingback: Burt’s Bees – Mission, Myth and a Buzzing Business – Interview with Jim Geikie, General Manager | Ueber-Brands
Pingback: The Tesla Tease: Exclusivity through Complicity | Ueber-Brands
Pingback: Growing with Gravitas – Shang Xia, Hermès’ Chinese Offspring | Ueber-Brands
Pingback: Profit and/or Purpose? – Interview with Venture Capitalist and Social Activist David Batstone | Ueber-Brands
Pingback: Ueber-Branding: How To Make Your Brand Priceless | Ueber-Brands
Pingback: 2016 Update: Abercrombie gets dressed! Up? | Ueber-Brands
Pingback: Patagonia – The Activist Company – Interview with Vincent Stanley, Director of Philosophy | Ueber-Brands
Pingback: A Freitag Visit – Manufacturing as Manifestation of Mission | Ueber-Brands
Pingback: Audemars Piguet – Adversity and Complications Make a Brand – Interview with Tim Sayler, CMO | Ueber-Brands
Pingback: Secrets of the Ueber-Brands | Ueber-Brands
Pingback: Lakrids – A Liquorice Brand To Long For – Interview with Peter Husted Sylvest, Director of Sales | Ueber-Brands
Pingback: Patagonia – A Meaningful Exploration of Nature | Ueber-Brands
Pingback: Seedlip: Beyond Making Teetotaling Totally Trendy – Interview with Ben Branson, Founder | Ueber-Brands
Pingback: Shinola: From Shining Shoes to Lifestyle Star – Interview with Bridget Russo, CMO | Ueber-Brands
Pingback: Myth-Making – The Holy Grail of Today’s Ueber-Brands | Ueber-Brands
Pingback: Renova: Toilet Paper to live, love and style with, also. – Podcast with Paulo Pereira Da Silva, CEO – #07 | Ueber-Brands
Pingback: Truth in Beauty: The Body Shop 4.0? | Ueber-Brands
Pingback: Johnnie Walker: Appeal at $1 and $1,000 a sip, alike. – Interview with Matteo Fantacchiotti, Diageo Preserve Brands – Podcast Episode 06 | Ueber-Brands
Pingback: The Artisanal – Between Fads and Truth | Ueber-Brands
Pingback: Chipotle – The Genius and Power of Naïveté – Interview with William Espey, Brand Voice Lead Chipotle Mexican Grill – Podcast Episode 05 | Ueber-Brands
Pingback: Un-Sell to Seduce… and be thanked with a premium | Ueber-Brands
Pingback: Happy Ueber 2016 | Ueber-Brands
Pingback: Ueber-Brands and The Art of Myth-Making | Ueber-Brands
Pingback: Moleskine – A Myth Bridging our Analog and Digital Worlds – Interview with Maria Sebregondi, Co-Creator of Moleskine – Podcast Episode 04 | Ueber-Brands
Pingback: Brand Ueber-Targets and How We Want To Be Like Them | Ueber-Brands
Pingback: Cire Trudon – Leveraging History to Create Myth and Meaning | Ueber-Brands
Pingback: How Trader Joe’s makes food stuff ‘Significant Objects’ … Or: Of ‘Speculoos Cookie Butter’ and a ‘Fearless Flyer’ | Ueber-Brands
Pingback: Aesop – Fabled Brand, Fabulous Marketing | Ueber-Brands
Pingback: How Ueber-Brands turn Celebrity Endorsements on their Head | Ueber-Brands
Pingback: The Draw of Bespoke and Subtle Sophistication – Benoit Ams, Smith & Norbu – Podcast Episode 01 | Ueber-Brands
Pingback: Storied Seltzer Service – Interview with Brooklyn Seltzer Boy Alex Gomberg – Podcast Episode 03 | Ueber-Brands
Pingback: Building a Brand on Bricks and Beliefs – Brunello Cucinelli – Podcast Episode 02 | Ueber-Brands
“Shifts in demographics and world view have meant that the approaches for Prestige brands in every category are changing. JP and Wolfgang’s book sets a clear compass, balancing the mystery of magic and distance with the importance of purpose, meaning and customer delivery”
Jenny Ashmore
President, Chartered Institute of Marketing, CIM, UK
“I rarely recommend a book, especially in marketing, as I believe Market Research is obsolete. However, I was fascinated by Kuehlwein and Schaefer’s approach, and I highly encourage you to read this book.”
Dr. G. Clotaire Rapaille
Author of ‘The Culture Code’
CEO & Founder of Archetype Discoveries Worldwide
“This book made me reflect on the Moleskine brand in a radically different way. There is much to learn from its innovative approach.”
Maria Sebregondi
Co-founder Moleskine
VP of Brand Equity and Communication
“This is one of the best new books to come out in recent years on the changes and elevations of branding in marketing and society today, through to their mythic aspects. The book will fit into the improvements and enhancements necessary to explain what is going on with digital technologies and group taste and consumption worlds. – Bravo!”
Robert Kozinets,
Professor of Marketing Schulich School–York University, Toronto
“Thoughtful and probing, Schaefer and Kuehlwein expertly delve into the marketing alchemy of ‘Ueber-Brands’ beyond superficial catch-phrases and generic notions. Empirical in essence and laced with philosophical quotes, yet triangulated with years of practitioner experience, the authors’ distill 7 key precepts on how to stay remarkable in prestige branding. A fresh and comprehensive work. Definitely worth the read.”
Deryck J van Rensburg,
President, Global Ventures, The Coca-Cola Company.
“Kuehlwein and Schaefer find the rules of luxury have changed once again. In this new world, how can prestige brands expand reach while maintaining their status as leaders? This book is a great read for managers charged with building and maintaining prestige brands.”
Scott Galloway,
Professor of Marketing at NYU Stern
Founder of Red Envelope and L2
“A compelling, enlightening and fascinating translation of the language of luxury. Wolfgang Schaefer and JP Kuehlwein have thoughtfully analyzed and carefully defined a subject matter that has been overlooked in its significance to culture and contribution to innovation.”
Gwen L. Whiting and Lindsey J.
The Laundress Co-Founders, Boyd
“An essential and timely meditation on the nature of brands, luxury, and the relationship between ownership and identity. Schaefer and Kuehlwein contribute a radical account of a new vanguard in branding—Ueber-Brands. The authors have given us a book that reflects deeply on the interconnectedness of material culture and the most ethereal aspects of human nature. An unlikely and very rewarding investigation into core human values.”
David LaRocca, Ph.D.
director of documentary, Brunello Cucinelli: A New Philosophy of Clothes
author of Emerson’s English Traits and the Natural History of Metaphor
Visiting Scholar, Department of English, Cornell University
“RETHINKING PRESTIGE BRANDS is very timely. In a rapidly changing world where prestige brands are facing explosive growth and incredible challenges, Wolfgang and JP provide a framework to understand and develop “Ueber-Brands” – their term for prestige brands who have gone beyond traditional notions and expectations. This a very useful book for brand practitioners.”
Dr. Srinivas K. Reddy,
Professor of Marketing, Academic Director, LVMH-SMU Luxury Brand Initiative
Lee Kong Chian School of Business, Singapore Management University
“For a brand to become an Ueber-Brand: You have to be able to make your customer dream and love your product through something that creates an emotional connection with the brand that will endure in loyalty beyond reason. Kuehlwein and Schaefer help professionals and people who are about our industry to dig in some of it’s ‘secrets.'”
Christian Foddis
Managing Director Greater China Salvatore Ferragamo
“Rethinking Prestige Branding reveals the mysteries of luxury branding where, unlike conventional brands, so little is said and so much inferred. These are deep waters, where companies often drown. Kuehlwein and Schaefer chart a course of how powerful companies have set out to create success, sometimes failed, sometimes strayed and then steered themselves back on course. As these authors demonstrate, anyone can be everything to everyone but to become a seductive Ueber-Brand, nothing is as volatile as a dream.”
Patrick Hanlon
CEO ‘Thinktopia’
Author of “The Social Code” and “Primal Branding”
“A thoroughly enjoyable read. The well researched and insightful 7 principles provide a new framework to define prestige branding in the socially connected landscape in which companies now operate. In a world where creating an aspiration brand is more about high values than high value and demands a connection to the consumers mindset versus their wallet, JP and Wolfgang have successfully unpacked what it takes to create an Ueber-Brand in today’s society.”
John Goodwin
Chief Financial Officer and
Executive Vice President Business Enabling – LEGO
“”Rethinking Prestige Branding” provide[es] a thorough understanding of the often paradoxical rules for successful premium brand management. Written by two experts on the subjects, it provides a rigorous blueprint for the effective management of brands and companies at the premium level. This book presents a complete and information-packed resource covering every aspect of this mythical sector.”
Dr. Christiane Beyerhaus,
Professor of Marketing and Retail, Program Director (BA and MA) Global Brand and Fashion Management, International School of Management (ISM), Germany
“With this book and the “Ueber-Brand” concept we are all stimulated to put a new energy to our brands as conditions for success in the contemporary world. Easy reading and not only academic but rich of real examples of success”
Fabrizio Penta de Peppo
Professor of ‘Luxury Marketing Management’, Instituto Europeo di Design
“Transferring the German term of “über” from its philosophical origin into the world of brands, the authors created a term for a new category of brands: the “Ueber-Brands” to signify brands as network of meanings based on highly authentic brand identity and brand behavior. I recommend this book, as I am deeply convinced in the growing power of authentic brands in an unauthentic, virtual and more and more faked (brand) world. This book is of great relevance for theory and practice.”
Dipl.-Kfm. Univ. Michael Christoph Schmid
Senior Lecturer of Marketing
Fakultät für Betriebswirtschaft/Department of Business Administration
Hochschule für angewandte Wissenschaften München/Munich University of Applied Sciences
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