Hones premium marketing skills by helping readers understand how the prestige marketing model seeks to attract the media, analysts and consumers Provides insight into both the practical marketing of prestige brands and how consumers respond to them psychologically and emotionally Shows how to upgrade brands facing the 'squeeze in the middle', a polarization to high-end/lifestyle or commoditized retailer brands
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.
"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*
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