Rethinking Prestige Branding: Secrets of the Ueber-Brands
- 5h 17m
- JP Kuehlwein, Wolfgang Schaefer
- Kogan Page
- 2015
What makes someone do and pay anything to clinch a Kelly bag? Why are Cirque Du Soleil or Grey Goose so successful despite breaking all the conventions of their industries? What does Gucci's approach to marketing have in common with Nespresso's?
Rethinking Prestige Branding uncovers the formula for what drives the success of great luxury brands. The book offers a behind-the-scenes look into not just the practical marketing of brands, but how consumers respond to them psychologically and emotionally.
With insights from interviews with 50 premium brand experts and over 100 case studies, this book will fascinate the marketing professional just as much as those who are simply curious about how premium brands tick.
About the Authors
Wolfgang Schaefer is Chief Strategy Officer at SelectNY, a global premium brand building agency. He was previously Partner and Associate Planning Director at Ogilvy Mather.
JP Kuehlwein is Executive Vice President at Frédéric Fekkai, a New York-based prestige salon operator and hair care brand, and he is an Outside Director of Smith & Norbu, a luxury optical frame maker in Hong Kong. He was previously Managing Director Global Strategy & Innovation Premium Consumer at Procter & Gamble, Hong Kong.
In this Book
-
Rethinking Prestige Branding—Secrets of the Ueber-Brands
-
Preface, Or What Do A Red Bull and a Grey Goose Have in Common?
-
The Times They Are A-Changing
-
From Marker to Myth─A Brief History of Branding
-
A New Kind of Prestige─Or What We Mean By Ueber-Brands™
-
Mission Incomparable─The First Rule Is To Make Your Own
-
Longing versus Belonging─The Challenge Is Both
-
Un-Selling─The Superiority of Seduction
-
From Myth to Meaning─The Best Way Up Is To Go Deep
-
Behold!─The Product as Manifestation
-
Living the Dream─The Bubble Shall Never Burst
-
Growth without End─The Ultimate Balancing Act
-
Instead of a Summary─77+ Questions
-
Bibliography
