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 Kuehlwein is Co-Founder and Partner at ‘Ueber-Brands’ a New York consulting firm that helps elevate brands in the minds of people and above competition to warrant premium pricing and profits. He previously was Executive Vice President at Frédéric Fekkai & Co, a prestige salon operator and hair care brand and worked at multinational Procter & Gamble as Brand Director and Director of Strategy. JP is a recognized global business leader and brand builder with a 25+ year track record of translating consumer and brand insights into transformational propositions that win in market. His experience spans from developing a global communication strategy for the world’s leading detergent to introducing a new-to-the-world food wrap, disposable diapers as a category in India and a premium skin care brand in China to turning around a luxury lifestyle brand in the US. JP’s latest book is the bestselling “Rethinking Prestige Branding – Secrets of the Ueber-Brands” which he co-authored with Wolfgang Schaefer.
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2 Responses to Myth-Making – The Holy Grail of Today’s Ueber-Brands

  1. Pingback: Vanguard Investments – From ‘Folly’ to Fiduciary Giant | Ueber-Brands

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

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