Tag Archives: Tesla

Cadillac – Resuscitation without Nostalgia nor Provocation? – Interview with Uwe Ellinghaus, CMO

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Uwe Ellinghaus is CMO of Cadillac and on a mission to revive this icon of American luxury. But rather than starting with automobiles, his vision of Cadillac is one of “an experience that young people associate with modern luxury, … of a brand that … Continue reading

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The Tesla Tease: Exclusivity through Complicity

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Prestige brands don’t have it easy. We don’t want them to sell to us (in fact, they should ‘un-sell‘), but we love for them to seduce us. They must make us desire them, not just need them, for only then might we be willing to … Continue reading

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Brand Ueber-Targets and How We Want To Be Like Them

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When it comes to defining our lifestyle or declaring our values, we need other people for orientation, as benchmarks or to listen to us and care – or it will not be a satisfying exercise.  We usually have some ideal state or person(s) we aspire … Continue reading

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Rethinking Prestige Branding – Secrets of the ‘Ueber-Brands’

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After some 4 years, 75+ interviews, 150 cases studied and uncounted conversations Wolf Schaefer and JP Kuehlwein are proud to present their latest book ‘Rethinking Prestige Branding – Secrets of the Ueber-Brands’ (Kogan Page Publishing).  You can order it online (links below) … Continue reading

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