Brand Elevation

Lessons in Ueber-Branding
Kogan Page Ltd (Verlag)
  • 1. Auflage
  • |
  • erschienen am 3. Januar 2021
  • |
  • 311 Seiten
E-Book | ePUB mit Adobe-DRM | Systemvoraussetzungen
978-1-78966-467-6 (ISBN)

How can a brand become one of those peerless 'Ueber-Brands' we all admire and are willing to pay a premium for? - Is there a proven process? - Where should we start?

Brand Elevation
explains the main drivers behind brands becoming peerless and priceless and how to harness these principles to develop a winning brand strategy. Written for marketers and brand managers of all levels of experience, and for both those working in start-ups and established players, it proposes a six-step, easy-to-follow program to elevate your brand.

Brand Elevation explores challenges such as creating a distinct and brand-guiding mission, mediating between exclusivity and inclusion and mastering the art of seduction. Featuring case studies and expert accounts from organizations including Airbnb, Acqua di Parma, Burt's Bees, Lakrids, Starbucks, TerraCycle, and YouTube, Wolfgang Schaefer and JP Kuehlwein skilfully explain how any brand - regardless of sector and industry - can become a modern prestige brand.

  • Englisch
  • London
  • |
  • Großbritannien
  • Für höhere Schule und Studium
  • |
  • Für Beruf und Forschung
  • 8,61 MB
978-1-78966-467-6 (9781789664676)
weitere Ausgaben werden ermittelt
Wolfgang Schaefer is CEO and Founder of zwoelf consulting, specialized in narrative brand strategies. Based in Berlin and NYC, he lectures at XU Exponential University Potsdam and other schools in Europe and the US. For the past 25 years as chief strategist he has worked with many of the world's top marketers at LVMH, P&G, Miele, Swarovski, Coty and Unilever et al.

JP Kuehlwein is the Founder of marketing consultancy Ueber-Brands. He's also Adjunct Professor of Marketing at NYU Stern and Columbia Business School and leader of the Marketing Institute at The Conference Board think tank. Previously, he was Executive Vice President at Frederic Fekkai & Co as well as Brand Director and Director of Corporate Strategy at Procter & Gamble.
  • Section - ONE: The power of prestige - The ueber-model of brand elevation;
    • Chapter - 01: A new kind of prestige;
    • Chapter - 02: The ueber-brand model (including the six dimensions);
    • Chapter - 03: The ueber-process 101;
  • Section - TWO: Marketing forward - Ueber-answers to branding's biggest challenges;
    • Chapter - 04: Are we post-purpose? Why brands will always need a why;
    • Chapter - 05: Is Uber ueber? When platforms become brands;
    • Chapter - 06: Medium or message? How communication is being reintegrated;
  • Section - THREE: Lessons from the top - Ueber-branding in action;
    • Chapter - 07: Rimowa - How to build a powerful influencer strategy [Hector Muelas, CMO Rimowa];
    • Chapter - 08: LVMH - [Mathilde Delhoume, Global Brand Officer LVMH];
    • Chapter - 09: Kashi - Building a healthy premium in mass [Ivan Pollard, Global CMO General Mills];
    • Chapter - 10: Pernot Ricard - CRM in prestige [Tareef Shawa, Director Luxury/CRM at Pernot Ricard];
    • Chapter - 11: Tiffany & Co. - Walking the fine line between proximity and distance [Andrea Davey, SVP Global Marketing, Tiffany & Co.];
    • Chapter - 12: We-Work - Re-Inventing the way we work - That's ueber;
    • Chapter - 13: Google - Lifting brands beyond words through YouTube [Rija Goldscheider, Video Brand Evangelist, Google];
    • Chapter - 14: Vanguard;
    • Chapter - 15: Volvo

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