This 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. “