What makes someone covet 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? And why do some people pay a relative fortune for Renova toilet paper or Aesop detergent even though they hardly ever 'advertise' and seem to have none of the 'functional performance advantages' conventional marketers would seek to demonstrate? Prestige brand experts JP Kuehlwein and Wolfgang Schaefer have dedicated themselves to studying what drives the success of prestige…mehr
What makes someone covet 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? And why do some people pay a relative fortune for Renova toilet paper or Aesop detergent even though they hardly ever 'advertise' and seem to have none of the 'functional performance advantages' conventional marketers would seek to demonstrate? Prestige brand experts JP Kuehlwein and Wolfgang Schaefer have dedicated themselves to studying what drives the success of prestige brands. Rethinking Prestige Branding collects their insights.
Uncovering the secrets of why and how some brands are created more equal than others, Rethinking Prestige Branding includes over 100 case studies from Apple and Abercrombie & Fitch to Tate Modern and Tesla. Rather than re-telling brand success stories or re-hashing long-standing marketing principles, it takes readers ona colourful journey behind the scenes of today's marketing pros. This book will fascinate marketing professional just as much as those who are simply curious as to how premium brands tick.
Wolfgang Schaefer is Chief Strategy Officer at SelectNY, a global premium brand building agency. He was previously Partner and Associate Planning Director at Ogilvy Mather. JP Kuehlwein is Executive Vice President at Frédéric Fekkai, a New York-based prestige salon operator and hair care brand, and he is an Outside Director of Smith & Norbu, a luxury optical frame maker in Hong Kong. He was previously Managing Director Global Strategy & Innovation Premium Consumer at Procter & Gamble, Hong Kong.
Inhaltsangabe
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(TM);
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
Preface, or what do a Red Bull and a Grey Goose have in common? Acknowledgements PART ONE Rethinking prestige branding The times they are a-changing Where's 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 It's practical - but also conversational It's 'numerological' - how else to explain there are seven? It's 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 It's an art Walk the talk Principle 3: The rules of 'un-selling' Ueber-Brand case study 3: Aesop--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 - it's 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
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(TM);
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
Preface, or what do a Red Bull and a Grey Goose have in common? Acknowledgements PART ONE Rethinking prestige branding The times they are a-changing Where's 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 It's practical - but also conversational It's 'numerological' - how else to explain there are seven? It's 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 It's an art Walk the talk Principle 3: The rules of 'un-selling' Ueber-Brand case study 3: Aesop--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 - it's 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
Rezensionen
"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
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