Go Ueber: How To Elevate a Brand – Even in times of crises

Asian Management Insights May CoverThis article by Wolf and JP on Brand Elevation and how it relates to managing external crises appeared in Singapore Management University’s (SMU) Asian Management Insights magazine in May 2021.  If you prefer listening, you can also watch the talk on the subject JP gave at SMU (virtually) a few weeks earlier.

Either way, we’d love to hear from you and how your brand weathered the multiple storms over the past months. We are always in search of case studies for the next book.

Talking about books, our top recommendation if you want to dive into more detail on how to elevate a brand step-by-step is:


“Brand Elevation” is a practical guide to giving a brand meaning and making it peerless and priceless. It features many application examples as well as case studies shared first-hand by marketing leaders from brands as diverse as Airbnb, Acqua Di Parma, Starbucks, TerraCycle or Youtube. Click here to order your copy now.

For deep insights into what drives the success of purpose-driven brands read our book “Rethinking Prestige Branding – Secrets of the Ueberbrands,” and other posts on this blog-cast.  “

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
This entry was posted in a - Dream, b - Do, B - UEBER-BRANDS, C - BRAND ELEVATION, c - Dare and tagged . Bookmark the permalink.

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