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Home > Business and Economics > Business and Management > Sales and marketing > Brands and branding > Brand Elevation: Lessons in Ueber-Branding
Brand Elevation: Lessons in Ueber-Branding

Brand Elevation: Lessons in Ueber-Branding


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About the Book

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.

Table of Contents:
Section - ONE: RECAP – THE PRINCIPLES OF UEBER-BRANDINGTM; Section - 01: Principle 1 - Mission incomparable – Having a distinct, brand-guiding Mission; Section - 02: Principle 2 - Longing vs belonging – Balancing exclusivity and inclusion; Section - 03: Principle 3 - Un-selling – Mastering the art of seduction; Section - 04: Principle 4 - From Myth to meaning – Giving the brand soul; Section - 05: Principle 5 - Behold the product! Making your product manifest the Myth; Section - 06: Principle 6 - Living the dream – Letting the brand radiate from the inside out; Section - 07: Principle 7 - Growth without end – Balancing scaling and brand building; Section - TWO: HOW TO – SIX STEPS TO ELEVATE YOUR BRAND; Section - 08: Step 1 - Set Your Mission; Section - 09: Step 2 - Write Your Myth; Section - 10: Step 3 - Realize Your Dream; Section - 11: Step 4 - Live Your Dream; Section - 12: Step 5 - Find Your Ueber-Target; Section - 13: Step 6 - Ignite All Targets; Section - 14: Summing up – The Ueber-Branding Model; Section - THREE: LESSONS – UEBER-BRANDING IN ACTION; Section - 15: Case 1 - TerraCycle – From Mission to Myth to movement, or – How to ‘eliminate the idea of waste’; Section - 16: Case 2 - Acqua di Parma – The power of a mythical core, or – How to build your business and your equity simultaneously; Section - 17: Case 3 - Burt’s Bees – Growing an Ueber-Brand ground up, or – How purpose and profit can live in harmony; Section - 18: Case 4 - Starbucks – The renaissance plan, or – How to leap ahead by going back to quality and service; Section - 19: Case 5 - Airbnb – The importance of culture, or – How Airbnb found, launched and lives its purpose; Section - 20: Case 6 - Lakrids – Growth without end, or – How to scale a dream; Section - 21: Case 7 - YouTube – Platform or brand of the future, or – How to be one when you are many; Section - EPILOGUE: Crises – Times of Ueber-Opportunities; Section - 22: References and further reading; Section - 23: Index

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 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.

Review :
"A must-read for both the managers of mass brands that used to dominate and teams at start-ups that set out to disrupt the market." "I always believed that a brand is what makes a product worth more than the product itself. And what makes it worth a whole lot more is creating an Ueber-Brand. It takes creativity, courage and cash to make that happen - and the principles outlined in this excellent book." "In this second book on 'Ueber-Branding', The authors provide a step-by-step approach on how to build brands that instil strong desires in customers." "A well-curated practical guide for brand builders who understand the value of values. The thought-provoking 'Dream-Do-Dare' framework will help you define and operationalize your brand purpose in a way that elevates profit as well." "Provides insightful guidance and inspiration not only on how to create a 'love brand', but how to maintain one." "Standing out in a burgeoning panoply of branding literature is no mean feat. Schaefer and Kuehlwein have done it again with Brand Elevation - a practitioner's road-map to curating brand desire and equity." "An astute, practical and ethical guide to branding and marketing for companies willing to self-examine the best purpose of their enterprise, and cultivate long-term relationships with their customers on the basis of shared values and identity." "Makes an incredibly complex marketing innovation clear to anyone: it provides the fundamentals to break down what gives a brand meaning and how to give inanimate objects animate characteristics." "Explains perfectly how much the classical approach to marketing has changed and how small new brands - Ueber brands with a real story to tell - become so relevant. A must-read for everyone who wants to understand this recent development!" "A highly relevant book for every business executive and marketing student, offering in-depth analyses, a hands-on how-to program, and rich case studies all in one. A unique and outstanding reference to deliver superior brand performance." "A must-read for any marketer wanting to elevate a brand - and that is almost everyone of us." "This book follows-up on JP and Wolf's first book with step-by-step instructions on how brand builders can go about elevating their brands and taking them 'ueber' - above and beyond the crowd of competitors."


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Product Details
  • ISBN-13: 9781789664683
  • Publisher: Kogan Page Ltd
  • Publisher Imprint: Kogan Page Ltd
  • Height: 240 mm
  • No of Pages: 304
  • Sub Title: Lessons in Ueber-Branding
  • Width: 168 mm
  • ISBN-10: 1789664683
  • Publisher Date: 03 Jan 2021
  • Binding: Hardback
  • Language: English
  • Spine Width: 25 mm
  • Weight: 639 gr


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