ueber branding how to create desire beyond utility
TRANSCRIPT
WOLF SCHAEFER & JP KUEHLWEIN
UEBER BRANDS
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VALUED BEYOND PRICE
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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 ...
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Zur Anzeige wird der QuickTime™ Dekompressor „“
benötigt.
...US$ 1,4 BILLION LOST AUTHENTICITY GAINED...
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BUT BEWARE ...
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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: [email protected]
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 ([email protected]). r.
Pictures courtesy of JP Kuehlwein and/or the respective brands.
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