Wolf Schaefer


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Wolfgang Schaefer is co-author of the book “Rethinking Prestige Branding – Secrets of the Ueber-Brands” with JP Kuehlwein.  He is Chief Strategic Officer at SelectNY, one of the world’s leading premium brand building networks.
Wolf has been building global brand strategies for over 20 years in Europe, the US and Asia Pacific for companies as diverse as PepsiCo, P&G, Unilever, Coty and Nestle. His main expertise lies in prestige brands such as Davidoff, Chopard, Swarovski, Lancaster amongst many others.
Holding an MA from the University of the Arts Berlin, Wolf is co-located between NYC and Berlin and a frequent lecturer at universities and conferences in the US as well as Europe.

Articles by Wolf:

Book Cover Final Version Rev 2AdweekAdweek – Three Ways Prestige Beauty Brands Can preserve their Allure in the Digital Age (May 2015)

Marketing Review St. Gallen – Mythical Marketing – The Holy Grail of Today’s Ueber-Brands (January 2016)

Asian Management Insights Singapore Management University – Ueber-Branding: How to Make Your Brand Priceless (November 2016)

Journal of Brand Strategy, Henry Stewart Publications – Ueber-Branding Part 1: Creating Meaning through Mission (April 2017)

WARC – Five Ways to Market Prestige Brands (August 2015)

Glamour – The Good, The True and the Beautiful

Wolf as a Public Speaker:

Wolf and J.P. delivered a clear and cogent contextual understanding of branding in an era where branding receives too little of the narrative. Their precepts on building a community advantage for a prestige brand have universal utility and I’m confident they sent our members and customers home re-evaluating their respective branding efforts with specific lessons and takeaways, putting “answers in action”, that we insist upon for all AMA presentations. We would welcome them back anytime to share their next set of branding insights!

Russ Klein | Chief Executive Officer
American Marketing Association
Service || Knowledge || Community

Upcoming Keynote Speeches:

Milan Glamour Beauty

Glamour Beauty Show – Milan, Italy Oct.21-22



Cooee Italia logo

Happiness is the New Marketing Model, Verona, Italy Oct 13th




Wolf on Talk Radio CEO in 10 April 21, 2016