Tesco
Brand Elevation
Book

Brand Elevation

Lessons in Ueber-Branding

Wolfgang Schaefer and JP Kuehlwein
Kogan Page, 2020

Read or listen offline

  • 0.5×
  • 0.75×
  • 1×
  • 1.25×
  • 1.5×
  • 1.75×
1×

Editorial Rating

8

Qualities

  • Applicable
  • Concrete Examples
  • Insider's Take

Recommendation

How does a brand inspire such devotion that customers wear the logo, congregate in person and online to discuss products and services, or passionately gather at events? Wolfgang Schaefer and JP Kuehlwein researched this phenomenon in their previous work, Rethinking Prestige Branding. Here they offer the Brand Elevation model, a six-step process to elevate your brand into an Ueber-Brand, research and identify your brand mission, balance exclusivity and inclusivity, attract rather than sell, and master Myth creation and storytelling, as have such brands as Burt’s Bees, Patagonia, Starbucks and Peloton.

Take-Aways

  • Seven principles – which the Brand Myth anchors – comprise the Ueber-Branding Model.
  • Master the balance between access and exclusivity; reject standard sales tactics to whisper a promise.
  • Mythmaking through storytelling is the core of the Ueber-Branding model.

About the Authors

Wolfgang Schaefer is founder and CEO of Zwoelf Consulting and co-author of Rethinking Prestige Branding: Secrets of the Ueber-Brands. JP Kuehlwein is a principal and co-founder of Ueber-Brands Consulting, an adjunct professor of marketing at NYU and Columbia Business School, and co-author of Rethinking Prestige Branding: Secrets of the Ueber-Brands.

Comment on this summary or Comenzar discusión