Author Archives: JP Kuehlwein

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.

Where is the Chinese premium market heading? Will we see the emergence of Chinese Prestige brands?

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These were the questions I got from an industry analyst the other day.  In fact, these are the questions being posed constantly in the press covering the business of luxury. Full of myself, I thought that maybe more than one person … Continue reading

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What A Romantic Can Teach Brand Managers

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Novalis, an author, poet and philosopher of Early German Romanticism (1772-1801) once wrote: By imbuing the meaningless with meaning the ordinary with a sense of mystery the known with the dignity of the unknown, and the finite with an infinite … Continue reading

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Don’t ‘Talk It Up’ But ‘Talk Your Own’ To Create an ‘Ueber-Brand’

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We say in our premium branding model that “the first rule is to make your own” as one strives to develop brand myth and meaning. – It’s ‘Mission Incomparable’.   Many premium brands are about identity construction.  They help customers to … Continue reading

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Message In A Bottle – Of legend-telling Soymilk and Bottling the Hermès legend

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This is a tale of two bottles.  A bottle of soy milk that stands out and tells a story and a bottle of perfume that inserts itself into the saga that is Hermès.  Both have in common that the stories … Continue reading

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How Premium Brands Grow Without Losing Their Glow – Part I

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Marketing “guru” Martin Lindstrom is concerned about the effects that ‘reaching-down’ and the ‘fashionization’ of Luxury labels has on their long-term ability to maintain desirability and premium price points. He writes in his piece “The Luxury Catch 22”  “With a … Continue reading

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Limiting Distribution Increases Value and Market Share…

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No, I am not talking about Hermès today but about a maker of power tools!  You see, I often get challenged by marketing friends that the principles of premium branding that we lay out in our model only apply to … Continue reading

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When Product Creation becomes Brand Legend

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I visited Lego in Billund the other day.  I should say “I made a trip to Legoland, the ‘real’ land of Lego.” For this small town in rural Denmark not only hosts one of the namesake amusement parks (and a Lego-hotel, … Continue reading

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Aesop – Fabled Brand, Fabulous Marketing

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 – the Australian boutique Beauty Care brand founded in 1987 – intuitively masters the art of “class branding”.  It is a perfect case to illustrate key principles that – when lived by – can lift  a brand above the masses.  Of course their … Continue reading

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Candles by The Laundress – A Natural Expansion

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I received this e-mail from ‘The Laundress’ this morning.  It might surprise you to think of a candle collection by a ‘laundry brand’.’  But then you might also not be familiar with The Laundress.  For scented candles are just the latest addition to what … Continue reading

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“A Case Against Fast Fashion Collaborations” or

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The Disillusionment of a Prestige Brand Believer. Eugene Rabkin is “Making The Case Against Fast Fashion Collaborations” in a popular Op-Ed on the Business of Fashion (BoF) blog.  He is joined in his criticism of the “democratization of fashion” and the “irresponsible consumer … Continue reading

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BETONES – ‘Un-selling’ Underwear

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I recently made a pilgrimage to Daikanyama, a part of Tokyo that the New York Times fittingly describes as “Tokyo’s Church of Chic.” It was a bright, balmy day.  Just right for sitting back in a street-side café and observing … Continue reading

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Hoshinoya Resorts – Host to a Myth and to those on a Quest

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We met the Marketing Manager of Hoshino Resorts last week at a meeting in Tokyo. She gave us a vivid account of the marketing and business model behind the unique, Japanese luxury resort and spa brand – Hoshinoya.  But most … Continue reading

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How to create a Looooonging for Doughnuts

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A shop called “The Doughnut Vault” in Chicago has made it a habit to close their doors early when they run out of their sweet treats, as reports.  Apparently it happens almost every day.  So why don’t they increase production … Continue reading

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Cire Trudon – Leveraging History to Create Myth and Meaning

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The candle brand Cire Trudon (Trudon Wax) provides a wonderful illustration of how an extensive history is transformed into a rich heritage and the creation of myth and meaning that the acquirer of these exquisite luxury candles can take home and dissipate – quite literally. … Continue reading

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Attention to Detail – Good But Not Enough

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I bought a pair of Jeans the other day while New York City.  I wasn’t really planning on it and I had never heard of the brand before – Tokyo Five.  They just caught my eye while checking out a … Continue reading

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Warhol – At the Edge Between Mass and Class

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The most frequent or observant of our readers might have noticed our pop art theme and Andy Warhol himself popping in and out of our header art.  “What has that got to do with ‘moving brands from mass to class?’, you might ask. … Continue reading

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Le Pain Quotidien – Attention to Detail in Manifesting the Brand

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Seth Godin shared an observation in his Blog “All Marketers Are Liars” the other day.  Visiting a Le Pain Quotidien bakery, he noted that panels on the doors said “Pull” in multiple languages.  He smartly concludes that he wasn’t witnessing a … Continue reading

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