{"product_id":"brand-elevation-lessons-in-ueber-branding-9781789664669","title":"Brand Elevation: Lessons in Ueber-Branding","description":"\u003cp\u003e\u003cb\u003eHow 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?\u003c\/b\u003e\u003cbr\u003e\u003cb\u003e\u003cbr\u003e\u003ci\u003eBrand Elevation \u003c\/i\u003e\u003c\/b\u003eexplains 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. \u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cb\u003e\u003ci\u003eBrand Elevation\u003c\/i\u003e\u003c\/b\u003e 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, \u003cb\u003eWolfgang Schaefer\u003c\/b\u003e and \u003cb\u003eJP Kuehlwein\u003c\/b\u003e skilfully explain how any brand - regardless of sector and industry - can become a modern prestige brand.\u003cbr\u003e\u003cbr\u003e\u003cbr\u003e\u003cb\u003eAbout the Author\u003c\/b\u003e\u003cbr\u003e\u003cp\u003e\u003cb\u003eWolfgang Schaefer\u003c\/b\u003e 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\u0026amp;G, Miele, Swarovski, Coty and Unilever et al. \u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cb\u003eJP Kuehlwein \u003c\/b\u003eis 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 \u0026amp; Co as well as Brand Director and Director of Corporate Strategy at Procter \u0026amp; Gamble.\u003cbr\u003e","brand":"Kogan Page","offers":[{"title":"Default Title","offer_id":50510584873234,"sku":"9781789664669","price":44.99,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0831\/4771\/8930\/files\/img_921bfe66-1c9b-4d1e-8111-836ae322abf9.jpg?v=1730929286","url":"https:\/\/surprise-castle.myshopify.com\/products\/brand-elevation-lessons-in-ueber-branding-9781789664669","provider":"Surprise Castle","version":"1.0","type":"link"}