Wolfgang Schaefer, Jp Kuehlwein

Brand Elevation (eBook, ePUB)

Lessons in Ueber-Branding

• Format: ePub

Produktbeschreibung

How 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?

Brand Elevation explains 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.

Brand Elevation 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, Wolfgang Schaefer and JP Kuehlwein skilfully explain how any brand - regardless of sector and industry - can become a modern prestige brand.

Produktdetails

• Verlag: Kogan Page
• Seitenzahl: 304
• Erscheinungstermin: 3. Januar 2021
• Englisch
• ISBN-13: 9781789664676
• Artikelnr.: 60757185

Autorenporträt

Wolfgang Schaefer, JP Kuehlwein

Inhaltsangabe

Section
ONE: RECAP
THE PRINCIPLES OF UEBER
BRANDINGTM; Section
01: Principle 1
Mission incomparable
Having a distinct, brand
guiding Mission; Section
02: Principle 2
Longing vs belonging
Balancing exclusivity and inclusion; Section
03: Principle 3
Un
selling
Mastering the art of seduction; Section
04: Principle 4
From Myth to meaning
Giving the brand soul; Section
05: Principle 5
Behold the product! Making your product manifest the Myth; Section
06: Principle 6
Living the dream
Letting the brand radiate from the inside out; Section
07: Principle 7
Growth without end
Balancing scaling and brand building; Section
TWO: HOW TO
SIX STEPS TO ELEVATE YOUR BRAND; Section
08: Step 1
Set Your Mission; Section
09: Step 2
Write Your Myth; Section
10: Step 3
Realize Your Dream; Section
11: Step 4
Live Your Dream; Section
12: Step 5
Find Your Ueber
Target; Section
13: Step 6
Ignite All Targets; Section
14: Summing up
The Ueber
Branding Model; Section
THREE: LESSONS
UEBER
BRANDING IN ACTION; Section
15: Case 1
TerraCycle
From Mission to Myth to movement, or
How to 'eliminate the idea of waste'; Section
16: Case 2
Acqua di Parma
The power of a mythical core, or
How to build your business and your equity simultaneously; Section
17: Case 3
Burt's Bees
Growing an Ueber
Brand ground up, or
How purpose and profit can live in harmony; Section
18: Case 4
Starbucks
The renaissance plan, or
How to leap ahead by going back to quality and service; Section
19: Case 5
Airbnb
The importance of culture, or
How Airbnb found, launched and lives its purpose; Section
20: Case 6
Lakrids
Growth without end, or
How to scale a dream; Section
21: Case 7
YouTube
Platform or brand of the future, or
How to be one when you are many; Section
EPILOGUE: Crises
Times of Ueber
Opportunities; Section
22: References and further reading; Section
23: Index