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 Principal at ‘Ueber-Brands’ a New York consulting firm that helps elevate brands in the minds of people and above competition to warrant premium pricing and profits. He previously was Executive Vice President at Frédéric Fekkai & Co, a prestige salon operator and hair care brand and worked at multinational Procter & Gamble as Brand Director and Director of Strategy. JP is a recognized 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. His experience spans from developing a global communication strategy for the world’s leading detergent to introducing a new-to-the-world food wrap, disposable diapers as a category in India and a premium skin care brand in China to turning around a luxury lifestyle brand in the US. JP’s latest book is the bestselling “Rethinking Prestige Branding – Secrets of the Ueber-Brands” which he co-authored with Wolfgang Schaefer.
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