Synopses & Reviews
What makes someone do and pay anything to clinch a Kelly bag? Why are Cirque Du Soleil or Grey Goose so successful despite breaking all the conventions of their categories? What does Gucci's approach to marketing have in common with Nespresso's?
Premium and luxury brands have been thriving despite years of economic crisis. Over the past three years, prestige brand experts, Schaefer and Kuehlwein, have dedicated themselves to studying what drives the success of prestige offerings across industries. Classified shares the authors' colorful journey behind the scenes of today's marketing industry and also provides a glimpse at our own psychological and behavioral make-ups.
With passionate curiosity, personal expertise and a keen analytical sense, they went about interviewing more than 50 key individual players in the prestige brand space and developing over 100 case studies to extract a success model that even those experts admire for its precision and completeness. The authors uncover the secrets of why and how some brands are created more equal than others and offer insight into marketing's most successful stories.
Review
"Shifts in demographics and world view 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
Review
“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. The book will fit into the improvements and enhancements necessary to explain what is going on with digital technologies and group taste and consumption worlds. Bravo!"
Charles Franklin - Small Business Trends
Review
“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.”
Ian Ginsberg - President C.O. Bigelow Apothecaries
Review
"The secrets and principles behind some of the most powerful brands on the planet." Chartered Institute of Marketing
Review
"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." Robert Kozinets, Professor of Marketing Schulich School - York University
Review
"To escape price competition there are not many routes: one can adopt the luxury strategy...Another one, seemingly related yet different, is to build brand that endow their buyers with prestige in the eyes of their tribe -- based on an extensive benchmarking this book unveils the seven major clues explaining the success of these brands. This is a much welcome book for all marketing VPs." Chartered Institute of Marketing
Synopsis
Prestige brand experts JP Kuehlwein and Wolfgang Schaefer uncover the formula for what drives the success of iconic brands, offering a behind-the-scenes look into not just the practical marketing of brands, but how consumers respond to them psychologically and emotionally.
With insights from interviews with 50 premium brand experts and over 100 case studies from companies including Apple, Red Bull, Cirque du Soleil, and Hermes, Rethinking Prestige Branding will fascinate the marketing professional just as much as those who are simply curious about how premium brands tick.
Synopsis
Premium and luxury brands have been thriving despite years of economic crisis. They have become the envy of many mass marketers and the darling of every consumer with disposable income between New York and Shanghai.
Prestige Branding dissects and unfolds the state of advanced premium consumerism that we all experience every day, globally. It takes us on a colorful journey behind the scenes of today's marketing pros and lets us glimpse at our own psychological and behavioral make-ups. Telling -- and letting us experience first-hand -- the unique story of today's prestige world. This book will fascinate the marketing professional just as much as those who are simply curious how premium brands tick.
Understanding how to upgrade brands and trade brands up is a key strategic question to most branded good sellers today as they face the "squeeze in the middle," a polarization to high-end/lifestyle or commoditized retailer brands.
Synopsis
Holistic approach to determining what makes prestige brands tick
Synopsis
What makes someone do and pay anything to clinch a Kelly bag? Why are Cirque Du Soleil or Grey Goose so successful despite breaking all the conventions of their industries? What does Gucci's approach to marketing have in common with Nespresso's?
Rethinking Prestige Branding uncovers the formula for what drives the success of great luxury brands. The book offers a behind-the-scenes look into not just the practical marketing of brands, but how consumers respond to them psychologically and emotionally.
With insights from interviews with 50 premium brand experts and over 100 case studies, this book will fascinate the marketing professional just as much as those who are simply curious about how premium brands tick.
Synopsis
Marketing communication, branding and marketing professionals
About the Author
"Thoughtful and probing, Schaefer and Kuehlwein expertly delve into the marketing alchemy of ‘Ueber-Brands beyond superficial catch-phrases 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."
Table of Contents
Preface, or what do a Red Bull and a Grey G oose have in common?
Acknowledgements
PART ONE Rethinking prestige branding
The times they are a-changing
Wheres the magic?
Culture, commerce - unite!
Capitalism, evolved
Consumerism, re-rooted
The limits of money
The importance of knowledge
The age of transparency
One in a million
Together apart
From marker to myth - a brief history of branding
Brand as quality guarantor
Brand as badge
Brand as building block
Brand as medium
Brand as myth
A new kind of prestige - or what we mean by Ueber-BrandsTM
Ueber-Brands: three key dimensions, one stellar position
Ueber-Brands: an old term of new-found relevance
PART TWO The seven secrets of Ueber-Brands
Its practical - but also conversational
Its ‘numerological - how else to explain there are seven?
Its symmetrical - with myth in the middle
Principle 1: Mission incomparable - the first rule is to make your own
Apart. Ahead. Above.
Mission route 1: Noblesse Oblige, or the price of greatness
Our shift to a Bobo culture
Mission route 2: Reinvention, the little brother of responsibility
Quod licet Jovi, non licet bovi
Principle 1: The rules for a mission incomparable
Ueber-Brand case study 1: Patagonia--the meaningful exploration of nature
Principle 2: Longing versus belonging - the challenge is both
The power of the velvet rope
Velvet roping 1: Reaching high to win up
Designing an Ueber-Target
Longing and belonging online
Velvet roping 2: Laying low to stay up
Principle 2: The rules of 'longing and belonging'
Ueber-Brand case study 2: Red Bull--longing to have wings
Principle 3: Un-selling - the superiority of seduction
Of pride and provocation
How Ueber-Brands turn celebrity endorsements on their head
Avert the overt
Its an art
Walk the talk
Principle 3: The rules of ‘un-selling
Ueber-Brand case study 3: Aēsop--Un-selling beauty
Principle 4: From myth to meaning - the best way up is to go deep
The power of storytelling
Myths as Ueber-Stories
Making myths: what to respect
Seven steps to heaven
Principle 4: The rules of ‘from myth to meaning
Ueber-Brand case study 4: MINI - myth revisisted - from underdog challenger to fun provocateur
Principle 5: Behold! - the product as manifestation
The product as essence
Yuan Soap - A story of ‘essene
Make it a holy grail
Inspiring the modern romantics
Make it unmistakable
Make it the centre of attention
Principle 5: The rules to ‘behold
Ueber-Brand case study 5: Nespresso-Coffee as crema de la crème
Principle 6: Living the dream - the bubble shall never burst
Nothing is as volatile as a dream
Of gods and masters: the question of leadership
Together apart - The concept of ring-fencing
Radiating inside out: it all starts with the culture
The world according to you
Principle 6: The rules of ‘living the dream
Ueber-Brand case study 6: Living it like Brunello Cucinelli or the Freitag brothers
Principle 7: Growth without end - the ultimate balancing act
Star power - its a matter of balance
A different trajectory
Grow with gravitas - the ideal, but not always real
Grow back - the way of the rose as royal privilege
Grow sideways - the most popular alternative to drive profit
Grow up - the golden route to balance expansion
Grow with passion - the need to stick to your Ueber-Target
Growing without showing - the advantage of the web
Principle 7: The rules to ‘growth without end
Ueber-Brand case study 7: Hermès and his offspring
Instead of a summary: 77+ questions
Bibliography
Index