Myth-Making – The Holy Grail of Today’s Ueber-Brands

Storytelling has become the hot topic as the mainstream of marketers discovered that stories can make us relate to- and remember a brand more fondly than a cold sales pitch. But marketers who seek to elevate their brands beyond the material (and concepts of ‘price for performance’) try not to just build their brands around stories but imbue them with- and elevate them through myths. In this article for the Marketing Review St.Gallen we summarize what we have learned about myth-making as we researched the principal ingredients in ‘Ueber-Branding’.  Enjoy the Read.

 

Sources and Further Reading:

Creating meaning through myths is one of the seven principles we talk about in our book “Rethinking Prestige Branding” and other posts and podcats on this blog.

You can connect with the university of St.Gallen and their Marketing Review here.

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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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One Response to Myth-Making – The Holy Grail of Today’s Ueber-Brands

  1. Pingback: A Freitag Visit – Manufacturing as Manifestation of Mission | Ueber-Brands

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