Brand Elevation: Lessons in Ueber-Branding
- 5h 19m
- JP Kuehlwein, Wolfgang Schaefer
- Kogan Page
- 2021
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.
About the Authors
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.
In this Book
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Mission Incomparable—Having a Distinct, Brand-Guiding Mission
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Longing vs Belonging—Balancing Exclusivity and Inclusion
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Un-Selling—Mastering the Art of Seduction
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From Myth to Meaning—Giving the Brand Soul
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Behold the Product!—Making Your Product Manifest the Myth
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Living the Dream—Letting the Brand Radiate from the inside out
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Growth without End—Balancing Scaling and Brand Building
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Set Your Mission
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Write Your Myth
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Realize Your Dream
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Live Your Dream
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Find Your Ueber-Target
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Ignite All Targets
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Summing up—The Ueber-Branding Model
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TerraCycle—From Mission to Myth to Movement, or—How to ‘Eliminate the Idea of Waste’
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Acqua di Parma—The Power of a Mythical Core, or—How to Build Your Business and Your Equity Simultaneously
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Burt's Bees—Growing an Ueber-Brand Ground up, or—How Purpose and Profit Can Live in Harmony
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Starbucks—The Renaissance Plan, or—How to Leap Ahead by Going Back to Quality and Service
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Airbnb—The Importance of Culture, or—How Airbnb Found, Launched and Lives its Purpose
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Lakrids—Growth without End, or—How to Scale a Dream
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YouTube—Platform or Brand of the Future, or—How to Be One When You are Many
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Crises – Times of Ueber-Opportunities
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References and Further Reading
