Tag Archives: Red Bull

Article: How modern prestige brands create meaning through mission

Posted on July 10, 2017 by JP Kuehlwein

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In this article for the Journal of Brand Strategy (Henry Stewart Publications, Spring 2017), 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 Continue reading →

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Secrets of the Ueber-Brands

Posted on September 28, 2016 by JP Kuehlwein

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Why do some pay a relative fortune for a MINI car, Renova toilet paper or a skin cream and detergent from Aesop when those seem to have none of the ‘functional superiority’ conventional marketers would seek to demonstrate? Why were … Continue reading →

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Un-Sell to Seduce… and be thanked with a premium

Posted on December 29, 2015 by JP Kuehlwein

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Have a brand and want to charge a premium? – Then you better stop selling and start to woo your target audiences.  Because selling is the opposite of seducing. – It’s not sexy. And that creates a natural conundrum for brands … Continue reading →

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Ueber-Brands and The Art of Myth-Making

Posted on December 15, 2015 by JP Kuehlwein

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Many definitions of myths talk of ‘lies’ – or at least ‘a stretching of the truth’.  So we shouldn’t really care much for them.  Yet, myths have not only been told and re-told across the millenniums, they have been consistent in their content and construction … Continue reading →

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How Ueber-Brands turn Celebrity Endorsements on their Head

Posted on November 12, 2015 by JP Kuehlwein

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Celebrities are extremely popular as endorsers.  Take David Beckham, the ex-soccer star, for instance, who has managed to be ‘the face’ of Adidas, Belstaff, Breitling, Burger King, Disneyland, Emporio Armani, Gillette, GO (fish fingers), Motorola, Milk (got it?), Pepsi, Police, Sainsbury’s, … Continue reading →

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Rethinking Prestige Branding – Secrets of the ‘Ueber-Brands’

Posted on February 19, 2015 by JP Kuehlwein

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After some 4 years, 75+ interviews, 150 cases studied and uncounted conversations Wolf Schaefer and JP Kuehlwein are proud to present their latest book ‘Rethinking Prestige Branding – Secrets of the Ueber-Brands’ (Kogan Page Publishing).  You can order it online (links below) … Continue reading →

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What A Romantic Can Teach Brand Managers

Posted on March 30, 2013 by JP Kuehlwein

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Novalis, an author, poet and philosopher of Early German Romanticism (1772-1801) once wrote: By imbuing the meaningless with meaning the ordinary with a sense of mystery the known with the dignity of the unknown, and the finite with an infinite … Continue reading →

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Creating a Myth

Posted on December 29, 2012 by wolfschaefer

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During religious or national holidays, we are reminded of the global power of legends, or one legend in particular. Without stepping on any religious toes I think it’s save to say that we need stories to believe – and make … Continue reading →

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