A Q&A on what makes Ueber-Brands Ueber-Successful… or not

“It is better to fail in originality than to succeed in imitation” – it makes sense for Cadillac to use the Herman Melville quote.  Not only use it in its advertising but, more importantly as a motto in its efforts to (re)make Cadillac a modern luxury brand. For creating a “world according to you” is one of the key principles we see Ueber-Brands apply in their creation and manifestation.

In this interview with Eric at darkplanneur (click link) we talk about what drives success with modern prestige brands such as Net-A-Porter or Patagonia or dives them into trouble like Pierre Cardin or …. Cadillac did.  But, hopefully, we can talk about another prestige brand revival story soon in the case of the latter. Their intentions certainly sound promising:

From a NewsCred presentation on the Cadillac campaign

From a NewsCred presentation on Cadillac

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About JP Kuehlwein

JP is a proven business leader, recognized strategy expert and global brand builder. He has a 20+ year track record of successfully creating, re-staging and growing brands and their organizations around the world. Before co-founding Ueber-Brands Consulting, JP served as Managing Director of Global Strategy & Innovation, Premium Consumer at Procter & Gamble and was Executive Vice President of Frédéric Fekkai, a global prestige brand and fully owned subsidiary of P&G. He is also an External Director of Smith & Norbu, a Hong Kong-based luxury optical frame maker. JP has co-authored the bestselling “Rethinking Prestige Branding – Secrets of the Ueber-Brands” with Wolf Schaefer, which is quickly becoming a marketers reference book. JP is regularly involved in public speaking and teaching across industries and markets in English, French or German language. JP and Wolf’s blog and podcast ‘Ueber-Brands’ and related events are sought-after by brand builders and marketing leaders around the world. He has been named ‘Inspirational Marketer of the Year’ by the Association of National Advertisers/The Internationalist among other awards. Based out of New York City, JP is on the advisory board and a guest lecturer at the Masters Program in Cosmetics and Fragrance Marketing and Management at the prestigious Fashion Institute of Technology (NY), an advisory board member of the CMO Council (San Jose), L2 Inc. (NY) and L2 Inc. (NY).
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