: lessons in ueber-branding Schaefer, Wolfgang creator author. Kuehlwein, J. P. author. text bibliography enk 2021 monographic eng

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xiv, 287 pages ; illustrations : 25 cm How can a brand become one of those peerless 'Ueber-Brands' we all admire and are willing to pay a premium for? Is there a proven process? Where should we start? Brand Elevation explains the main drivers behind brands becoming peerless and priceless and how to harness these principles to develop a winning brand strategy. Written for marketers and brand managers of all levels of experience, and for both those working in start-ups and established players, it proposes a six-step, easy-to-follow program to elevate your brand. Brand Elevation explores challenges such as creating a distinct and brand-guiding mission, mediating between exclusivity and inclusion and mastering the art of seduction. Featuring case studies and expert accounts from organizations including Airbnb, Acqua di Parma, Burt's Bees, Lakrids, Starbucks, TerraCycle, and YouTube, Wolfgang Schaefer and JP Kuehlwein skilfully explain how any brand - regardless of sector and industry - can become a modern prestige brand. Mission incomparable: Having a distinct, brand-guiding Mission — Longing vs belonging: Balancing exclusivity and inclusion — Un-selling: Mastering the art of seduction — From Myth to meaning: Giving the brand soul — Behold the product!: Making your product manifest the Myth — Living the dream: Letting the brand radiate from the inside out — Growth without end: Balancing scaling and brand building — HOW TO — SIX STEPS TO ELEVATE YOUR BRAND — Set Your Mission — Write Your Myth — Realize Your Dream — Live Your Dream — Find Your Ueber-Target — Ignite All Targets — Summing up — The Ueber-Branding Model LESSONS — UEBER-BRANDING IN ACTION — TerraCycle — From Mission to Myth to movement, or — How to ‘eliminate the idea of waste’ Acqua di Parma — The power of a mythical core, or — How to build your business and your equity simultaneously Burt’s Bees — Growing an Ueber-Brand ground up, or — How purpose and profit can live in harmony Starbucks — The renaissance plan, or — How to leap ahead by going back to quality and service Airbnb — The importance of culture, or — How Airbnb found, launched and lives its purpose Lakrids — Growth without end, or — How to scale a dream YouTube — Platform or brand of the future, or — How to be one when you are many EPILOGUE — Crises — Times of Ueber-Opportunities References and further reading — Index / Wolfgang Schaefer and JP Kuehlwein. Includes bibliographical references and index. Branding (Marketing) Brand name products HF5415.1255 .S39 2021 9781789664669 2020043309 DLC 200930 20250325105917.0 21732832 eng