In this session you will learn why and how living a mission and putting some myth back into marketing can help you lift your brand in esteem and price beyond the 'common competitor'. Most brands have received the message ‘Tell stories to engage your audience and make your brand memorable and likable!’. And many have started to learn storytelling, some across touch-points and a few in distinctively vivid colors. But doing this well is just the start to make your brand stand out and sell. If you also want your brand to stand up tall and command respect and a premium, you need to allow people to buy INTO something that goes beyond the material and leave some space for myth to create magic beyond the logic. Because nobody really needs a new/another phone, watch or handbag and Moleskine and MINI or TOMS and Tesla do not really make rational, economic sense. They mean much more to us and we are happy to pay a premium for it.
JP Kuehlwein is an author and co-founder of Ueber-Brands Consulting, and is a global brand builder, accomplished business leader and recognized strategy expert. He has a 20+ year track record of creating or re-positioning brands that then win in the market and have generated cumulative, incremental sales of well over half a billion dollars annually. JP was Executive Vice President of Frédéric Fekkai, leading the purveyor of prestige salon services and hair care products for Procter and Gamble. He previously served as Managing Director of Global Strategy & Innovation, Premium Products at P&G. JP is also an External Director of Smith & Norbu, a Hong Kong-based maker of luxury optical frames and accessories.Based out of New York City, JP is on the industry advisory board and a guest lecturer at the prestigious Fashion Institute of Technology (FIT, NY), an advisory board member of the CMO Council (San Francisco) and L2 Inc. (NYC) as well as a trustee of the Marketing Science Institute (MSI, Boston). JP has co-authored the best-selling “Rethinking Prestige Branding – Secrets of the Ueber-Brands” (Kogan Page, 2015), which is becoming a marketer’s reference book. It reveals the success drivers behind some one hundred premium brands across industries. With his co-author Wolf Schaefer, JP advocates to put ‘myth back into marketing’ to ‘seduce rather than sell’ for a brand to be esteemed beyond size, price or performance. Their blog-cast ‘Ueber-Brands’ and related events are sought-after by marketing leaders around the world. Jp is regularly engaged in consulting, public speaking and teaching in English, French and German. He has been named ‘Inspiring Marketer of the Year 2015’ by the Association of National Advertisers / The Internationalist.I want to reach brand builders from marketing directors to CEO/founders to inspire them, buy my book and potentially hire me as speaker, trainer and/or consultant.