Book SynopsisWolfgang 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.Trade Review"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, Professor of Marketing and Retail, Program Director (BA and MA) Global Brand and Fashion Management, International School of Management (ISM), Germany *"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, President, Global Ventures, The Coca-Cola Company *"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, President, Chartered Institute of Marketing, CIM, UK *"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, Professor of Marketing, Schulich School of Business, York University (Toronto) *"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, Director of Global Communications, Piaget (Richemont International) *"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, HEC Paris, author of The Luxury Strategy, Kapferer on Luxury, and The New Strategic Brand Management *"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." * Andy England, Executive Vice President and Chief Marketing Officer at MillerCoors *"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, Global Head of Digital, Nestle *"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, Chief Marketing Officer, Cadillac *"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, International Strategy and Marketing Expert, former CMO Godiva *"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, Professor of Marketing, NYU Stern *"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." * Ian Ginsberg, President C.O. Bigelow Apothecaries *"I was fascinated by the authors' approach, and highly encourage you to read this book." * Dr. G. Clotaire Rapaille, Founder-CEO, Archetype Discoveries Worldwide *"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, Co-founder, Moleskine *"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, Academic Director, LVMH-SMU Asia Luxury Brand Research Initiative *"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, CFO and Executive Vice President, Business Enabling, LEGO *"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, Co-founders, The Laundress *"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, Founding Director, ESSEC-IIMA Global Management Program on Luxury and Retail *"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, Managing Director, Greater China, Salvatore Ferragamo *"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, Professor of Luxury Marketing Management, Instituto Europeo di Design *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
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