Click below to read Part One of a two-part series we wrote for the Journal of Brand Strategy (Henry Stewart Publications, Spring 2017). In it we examine how some modern prestige brands go beyond traditional strategies of luxury marketing like exclusiveness, provenance or precious materials to make us want them. They create “meaning beyond the material” by redefining their categories, setting new standards and – for the best among them – by embracing and living ideals people aspire to. – We call them Ueber-Brands, as you likely know by now. – 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 find out more about the Journal of Brand Strategy here.
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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
Ueber-Brands™ 