This webinar is for brand owners/leaders who want to lift their proposition above considerations of performance or value alone and make their brand esteemed beyond size and valued beyond price.
You will learn about key drivers behind the success of some of the best in the premium brand world across industries – we call them ‘Ueber-Brands’.
Many post-crisis consumers and most Millennial keenly differentiate between products and experiences they want to invest themselves into and necessities they want to buy as efficiently and cheaply as possible. Gone are the days where shopping per-se and accumulating ‘stuff’ provided satisfaction and status.
Where does your brand stand on the continuum between ‘material’ and ‘meaningful’? Is it where you want it to be? Or might you be stuck in the middle?
If your desired place is to be esteemed for both your product as well as what it stands for, then join us to look at and discuss what drives the sustained success of some of the best brands in this class – We call them ‘Ueber-Brands’ in our book. Brands that go beyond.
During this webinar you’ll learn:
How mission gives meaning and generates a strong buy-in
Why myths are the superior story and create magic
About the power of balancing the longing and belonging
How to un-sell to seduce
About the need for ‘truth’ and ‘living the dream’ as the answer
About the presenter
JP Kuehlwein, Global Brand Builder – CMO
JP Kuehlwein is a global brand builder, accomplished business leader and recognized strategy expert. He has a 20+ year track record of creating or re-positioning brands that then win in the market.
Jp’s diverse experience includes introducing a new-to-the-world food wrap to North America, bringing the concept of disposable diapers to India and South-East Asia and establishing the brand as regional leader, designing and executing a global communication strategy for the world’s leading detergent, and guiding the portfolio strategies for the Beauty-, Lifestyle and Prestige categories for the world’s largest advertiser.
JP has co-authored the best-selling “Rethinking Prestige Branding – Secrets of the Ueber-Brands” (Kogan Page, 2015), which is becoming a marketer’s reference book.