WOLF SCHAEFER & JP KUEHLWEIN

UEBER BRANDS

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VALUED BEYOND PRICE

–

ESTEEMED BEYOND SIZE

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MODERN PRESTIGE

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1. THE MUST OF MISSION AND MYTH 2. THE BALANCE BETWEEN EXCLUSION AND INCLUSION 3. THE NEED FOR TRUTH

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THREE DIMENSIONS

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THE MUST OF MISSION AND MYTH

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D I M E N S I O N O N E –

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“A PRINCIPLE IS ONLY ONE IF IT COSTS YOU”

FROM RTB TO STB

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MYTH

LESS MATTER MORE MEANING

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THE BEST WAY UP

IS TO GO DEEP

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KEY QUESTIONS

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– WHAT IS YOUR MISSION – BEYOND MAKING MONEY? – DO YOU HAVE A STORY OR ONLY HISTORY? – HAVE YOU MADE HARD CHOICES? – DO YOU DARE TO BE DIFFERENT? –

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THE BALANCE BETWEEN INCLUSION

AND EXCLUSION –

D I M E N S I O N T W O –

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DESIGN TARGET

STRATEGIC TARGET

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UN-SELLING

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KEY QUESTIONS

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– WHAT IS YOUR DESIGN TARGET? – HOW DO YOUBALANCE INCLUSION AND EXCLUSION? – ARE THERE BRAND RITUALS? – DO YOU UN-SELL? –

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D I M E N S I O N T H R E E –

THE NEED FOR TRUTH

–

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CODE POACHING IS GOOD ...

–

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INVENTING IS BETTER ...

–

Zur Anzeige wird der QuickTime™ Dekompressor „“

benötigt.

...US$ 1,4 BILLION LOST AUTHENTICITY GAINED...

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BUT BEWARE ...

–

THE WORLD ACCORDING TO YOU

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THE BUBBLE SHALL NEVER BURST

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KEY QUESTIONS –

– ARE YOU MANIFESTING YOUR MYTH AND MISSION? – INSIDE OUT - ACROSS ALL TOUCHPOINTS? – WHICH DETAILS COUNT? – WHAT IS NOT PART OF YOUR WORLD? –

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1. MISSION IMCOMPARABLE

6. LIVING THE DREAM

5. BEHOLD!

4. FROM MYTH TO MEANING

7. GROWTH WITHOUT END

3. UN-SELLING

2. LONGING VS. BELONGING

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SEVEN PRINCIPLES OF UEBER-BRANDING

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“DON’T COMPROMISE YOURSELF. YOU’RE ALL

YOU’VE GOT”

(Janis Joplin) 38

PLEASE CONTACT US: AUTHORS@UEBERBRANDS.COM

This presentation is meant to promote awareness and understanding of the principles laid out in the book “RETHINKING PRESTIGE BRANDING“ by Wolfgang Schaefer and JP Kuehlwein (Kogan Page ,2015).

Do NOT share, duplicate or otherwise reproduce this material. without prior, written, permission

by the authors Wolf Schaefer or JP Kuehlwein (authors@ueberbrands.com). r.

Pictures courtesy of JP Kuehlwein and/or the respective brands.

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