A Q&A on what makes Ueber-Brands Ueber-Successful… or not

“It is better to fail in originality than to succeed in imitation” – it makes sense for Cadillac to use the Herman Melville quote.  Not only use it in its advertising but, more importantly as a motto in its efforts to (re)make Cadillac a modern luxury brand. For creating a “world according to you” is one of the key principles we see Ueber-Brands apply in their creation and manifestation.

In this interview with Eric at darkplanneur (click link) we talk about what drives success with modern prestige brands such as Net-A-Porter or Patagonia or dives them into trouble like Pierre Cardin or …. Cadillac did.  But, hopefully, we can talk about another prestige brand revival story soon in the case of the latter. Their intentions certainly sound promising:

From a NewsCred presentation on the Cadillac campaign

From a NewsCred presentation on Cadillac

About JP Kuehlwein

JP Kuehlwein is a global business leader and brand builder with a 25+ year track record of translating consumer and brand insights into transformational propositions that win in market. Principal at ‘Ueber-Brands’ a New York consulting firm, he now helps others to elevate brands and make them peerless and priceless. JP also teaches brand strategy at NYU Stern and Columbia Business School and leads the Marketing Institute at The Conference Board, all in New York. Jp previously was Executive Vice President at Frédéric Fekkai & Co, a prestige salon operator and hair care brand and lead brand- and corporate strategy development and execution at multinational Procter & Gamble as Brand Director and Director of Strategy. JP and Wolf Schaefer have co-authored the best-selling books “Rethinking Prestige Branding – Secrets of the Ueber-Brands” which lays out what drives the success of modern premium brands and "Brand Elevation - Lessons in Ueber-Branding" a guide to developing and executing a brand elevation strategy. Find the books here: https://bit.ly/UeberBooks
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