Category Archives: C – BRAND ELEVATION

Brand elevation is what happens when brand owners DREAM – DO and DARE. In our book ‘Brand Elevation’ we lay out how to go about this. Six steps to create meaning beyond the material and make a brand peerless and priceless.

Comment rendre une marque irrésistible?

Posted on September 25, 2024 by JP Kuehlwein

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Le cours “Brand Elevation” est maintenant en ligne sure LinkedIn Learning. Plus d’excuses de ne pas rendre vos marques incomparables et irrésistibles … en FRANCAIS! Continue reading →

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What Is Luxury? (How) Does it Evolve? How Create Modern Prestige?

Posted on January 14, 2024 by JP Kuehlwein

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What Is Luxury? (How) Does it Evolve? — There might be as many definitions of Luxury and Brand as there are people on this planet.  They are something very personal but also (mostly?) social. This article reflects on how our notion of prestige and luxury evolve (and die) It also offers a framework for how modern prestige brands can be created. Continue reading →

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To Elevate A Brand – Dream – Do – Dare

Posted on August 6, 2021 by JP Kuehlwein

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This article for The European Business Review explains why Brand Elevation should be of strategic importance to most brand builders. It also summarizes the three phases that we have learned to be critical in getting a brand closer to that desirable “Ueber-Brand” status. Continue reading →

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Why all companies should seek Brand Elevation? – Interview with JP and Deborah Malone of The Internationalist

Posted on August 6, 2021 by JP Kuehlwein

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Can all products and services be elevated to become meaningful brands? That is one of the questions JP and Deborah discuss in this interview for The Internationalist. Continue reading →

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Questions To Answer: How ‘Live the Dream’ of an Ueber-Brand?

Posted on May 31, 2021 by JP Kuehlwein

[caption id="attachment_3086" align="alignleft" width="142"] The Freitag brand lives a dream all of its own[/caption]
The more holistically a Mission and Myth are used to guide all of a brand’s manifestations, the more it becomes a ‘dream come true’ that is shared by its fans.
Here are a few questions you should ask yourself as you seek to ‘Live the Dream’ of the brand and share it.  Continue reading →

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

Posted on May 26, 2021 by JP Kuehlwein

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This article by Wolf and JP on Brand Elevation and how it relates to managing external crises appeared in SMU’s Asian Management Insights magazine in May 2021. Continue reading →

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A discussion about Brand Elevation at Columbia Business School

Posted on February 21, 2021 by JP Kuehlwein

Wolf and JP had the honor and much fun discussing the art and science behind ‘Brand Elevation’ with leaders who work on brands that know a thing or two about Dreaming, Doing and Daring – the three phases of Ueber-Branding we describe our new, step-by-step guide. Continue reading →

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Crises – An Opportunity For Brand Elevation

Posted on December 15, 2020 by JP Kuehlwein

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“A crisis is a terrible thing to waste,” might have been the mantra for some brands in 2020. They have shown strength and taken steps to further elevate their brand in the mind of their key constituents as this talk/article seeks to illustrate. Continue reading →

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