Rethinking Prestige Branding: Secrets of the Ueber-Brands

by Wolfgang Schaefer, JP Kuehlwein

Overview

What makes someone covet a Kelly bag? Why are Cirque Du Soleil or Grey Goose so successful despite breaking all the conventions of their categories? What does Gucci's approach to marketing have in common with Nespresso's? And why do some people pay a relative fortune for Renova toilet paper or Aesop detergent even though they hardly ever 'advertise' and seem to have none of the 'functional performance advantages' conventional marketers would seek to demonstrate? Prestige brand experts JP Kuehlwein and Wolfgang Schaefer have dedicated themselves to studying what drives the success of prestige brands. Rethinking Prestige Branding collects their insights.

Uncovering the secrets of why and how some brands are created more equal than others, Rethinking Prestige Branding includes over 100 case studies from Apple and Abercrombie & Fitch to Tate Modern and Tesla. Rather than re-telling brand success stories or re-hashing long-standing marketing principles, it takes readers on a colourful journey behind the scenes of today's marketing pros. This book will fascinate marketing professional just as much as those who are simply curious as to how premium brands tick.

Product Details

ISBN-13:	9780749470036
Publisher:	Kogan Page, Ltd.
Publication date:	05/26/2015
Pages:	272
Sales rank:	838,595
Product dimensions:	6.10(w) x 9.10(h) x 0.70(d)

About the Author

Wolfgang Schaefer is CEO and Founder of zwoelf consulting, specialized in narrative brand strategies. Based in Berlin and NYC, he lectures at XU Exponential UniversityPotsdam 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.

Table of Contents

* Section - ONE: Rethinking prestige branding; ** Chapter - 01: The times they are a-changing; ** Chapter - 02: From marker to myth – a brief history of branding; ** Chapter - 03: A new kind of prestige – or what we mean by Ueber-Brands™; * Section - TWO: The seven secrets of Ueber-Brands; ** Chapter - 04: Principle 1: Mission incomparable – the first rule is to make your own; ** Chapter - 05: Principle 2: Longing versus belonging – the challenge is both; ** Chapter - 06: Principle 3: Un-selling – the superiority of seduction; ** Chapter - 07: Principle 4: From myth to meaning – the best way up is to go deep; ** Chapter - 08: Principle 5: Behold! – the product as manifestation; ** Chapter - 09: Principle 6: Living the dream – the bubble shall never burst; ** Chapter - 10: Principle 7: Growth without end – the ultimate balancing act

Editorial Reviews

"It's often said that luxury brands follow their own rule book. That those who master it are a breed far apart from the annals of academia, brand keys and value propositions. For the most part that holds true. But after reading Rethinking Prestige Branding, I dare say that even luxury's rule book has been radically rewritten with this engaging and provocative treatise. It dovetails succinctly with the evolution of luxury marks I've had the pleasure (and pain) of leading."

Uwe Ellinghaus

"Rethinking Prestige Branding is very timely. In a rapidly changing world where prestige brands are facing explosive growth and incredible challenges, Wolfgang and JP provide a framework to understand and develop 'Ueber-Brands."

Professor Srinivas K. Reddy

"Rethinking Prestige Branding defines the nature of 'ueber' brands and services and sets out the rules for their effective management.... For professionals in the premium brand industry, as well as those studying it or investing in it, Rethinking Prestige Branding presents a complete and information-packed resource covering every aspect of this mythical sector."

Dr. Christiane Beyerhaus

"This is one of the best new books to come out in recent years on the changes and elevations of branding in marketing and society today, through to their mythic aspects."

Robert Kozinets

"This book made me reflect on the Moleskine brand in a radically different way. There is much to learn from its innovative approach."

Maria Sebregondi

"In a world of disparate alternatives, consumers are choosing to express themselves with brand choices that reflect their values. Kuehlwein and Schaefer expertly navigate these waters to enable the architects of prestige brands."

Executive Vice President and Chief Marketing Offic Andy England

"With this book and the 'Ueber-Brand' concept we are all stimulated to put a new energy to our brands as conditions for success in the contemporary world. Easy reading and not only academic but rich with real examples of success."

Fabrizio Penta de Peppo

"Rethinking Prestige Branding describes in an entertaining way today's marketing paradigm of prestige and luxury brands. This book is an absolute must-read for any marketer working within the prestige or luxury industry."

Atissa Tadjadod

"A thoroughly enjoyable read. The well researched and insightful principles provide a new framework to define prestige branding in the socially connected landscape. And in a world where creating an aspiration brand is more about high values than high value and demands a connection to the consumer's mindset versus their wallet"

John Goodwin

"The game has changed and continually changes but the one thing that must remain is a laser focus on the emotions of our consumer. JP and Wolfgang have drilled to the true essence of the Ueber-Brand breaking it all down to where the emotional content really lives."

President C.O. Bigelow Apothecaries Ian Ginsberg

"The secrets and principles behind some of the most powerful brands on the planet."

Small Business Trends - Charles Franklin

"To escape price competition there are not many routes: one can adopt the luxury strategy...Another one, seemingly related yet different, is to build brand that endow their buyers with prestige in the eyes of their tribe — based on an extensive benchmarking this book unveils the seven major clues explaining the success of these brands. This is a much welcome book for all marketing VPs."

Professor, HEC Paris, and Author - Jean-Noel Kapferer

"Rethinking Prestige Branding provides a thorough understanding of the often paradoxical rules for successful premium band management. This book presents a complete and information-packed resource covering every aspect of this mythical sector."

Global Brand&Fashion Management, International School of Management - Professor Christiane Beyerhaus

"As these authors demonstrate, anyone can be everything to everyone but to become a seductive Ueber-Brand, nothing is as volatile as a dream."

CEO, Thinktopia - Patrick Hanlon

"An essential and timely meditation on the nature of brands, luxury, and the relationship between ownership and identity. The authors have given us a book that reflects deeply on the interconnectedness of material culture and the most ethereal aspects of human nature. An unlikely and very rewarding investigation into core human values."

Director of documentary "Brunello Cucinelli: A new philosophy of clothes" - Dr. David LaRocca

"The game has changed and continually changes but the one thing that must remain is a laser focus on the emotions of our consumer. JP and Wolfgang have drilled to the true essence of the Ueber-Brand breaking it all down to where the emotional content really lives."

President C.O. Bigelow Apothecaries - Ian Ginsberg

"I have been involved in brand equity building for more than 20 years. I found Rethinking Prestige Branding to be insightful and enjoyable, practical and at the same time conversational. Schaefer and Kuehlwein share important principles of Ueber branding illustrated with a wide array of case studies, brand stories and industry insights sparking imagination - for everyone interested in brands and in delivering sustainable business success."

Inge Heinsius

"You have to be able to make your customer dream and love your product...The authors help professionals and people who are about our industry to dig in some of its 'secrets."

Christian Foddis

"Based on an extensive benchmarking, this book unveils the seven major clues explaining the success of these brands. This is a much welcomed book for all marketing VPs."

Professor Jean-Noël Kapferer

"Consumers today expect so much more from brands than just the physical product. Particularly premium products need to wrap service, meaning, and engagement around an authentic consumer experience, and digital and social media open up a canvass of possibilities. This book inspires our thinking about the possibilities at so many levels."

Pete Blackshaw

"Shifts in demographics and worldview have meant that the approaches for Prestige brands in every category are changing. JP and Wolfgang's book sets a clear compass, balancing the mystery of magic and distance with the importance of purpose, meaning and customer delivery."

Jenny Ashmore

"I enjoyed reading the book because the authors do not restrict themselves to luxury brands but explain concepts from multiple and varied industries. They have chosen carefully companies which are not only well-known but are making news in their respective industries and categories."

Professor Ashok Som

"I was fascinated by the authors' approach, and highly encourage you to read this book."

Dr. G. Clotaire Rapaille

"Thoughtful and probing, Schaefer and Kuehlwein expertly delve into the marketing alchemy of 'Ueber-Brands' beyond superficial catchphrases and generic notions. Empirical in essence and laced with philosophical quotes, yet triangulated with years of practitioner experience, the authors distill 7 key precepts on how to stay remarkable in prestige branding. A fresh and comprehensive work. Definitely worth the read."

Deryck J van Rensburg

"A compelling, enlightening and fascinating translation of the language of luxury. The authors have thoughtfully analysed and carefully defined a subject matter that has been overlooked in its significance to culture and contribution to innovation."

Gwen L. Whiting and Lindsey J. Boyd

"Kuehlwein and Schaefer find the rules of luxury have changed once again. In this new world, how can prestige brands expand reach while maintaining their status as leaders? This book is a great read for managers charged with building and maintaining prestige brands."

Scott Galloway