Myth-Making – The Holy Grail of Today’s Ueber-Brands

Storytelling has become the hot topic as the mainstream of marketers discovered that stories can make us relate to- and remember a brand more fondly than a cold sales pitch. But marketers who seek to elevate their brands beyond the material (and concepts of ‘price for performance’) try not to just build their brands around stories but imbue them with- and elevate them through myths. In this article for the Marketing Review St.Gallen we summarize what we have learned about myth-making as we researched the principal ingredients in ‘Ueber-Branding’.  Enjoy the Read.


Sources and Further Reading:

Creating meaning through myths is one of the seven principles we talk about in our book “Rethinking Prestige Branding” and other posts and podcats on this blog.

You can connect with the university of St.Gallen and their Marketing Review here.

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:
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4 Responses to Myth-Making – The Holy Grail of Today’s Ueber-Brands

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