Brand Elevation: Lessons in Ueber-Branding
— January 28, 2021
By JP Kuehlwein
Brand Elevation is a hands-on, how-to guide of how any business, irrespective of its market segment or level, can learn from them and apply the lessons to their own organization. The book explains the success drivers behind brands we consider peerless and priceless. They range from high-luxury to everyday products people are willing to pay a premium for. Covering start-ups to industry titans, membership brands to B2B businesses and branded spaces.
Brand Elevation includes examples, case studies and interviews from brands as diverse as Airbnb, Berlutti, Chanel, Dyson, Everlane, Fortnite, FRoSTA, Lakrids, Starbucks and YouTube, and addresses business challenges such as taking e-commerce from convenience to experience, building an omni-dimensional presence for a brand, or moving from standardization to personalization.
Professor JP Kuehlwein and co-author Wolfgang Schaefer skillfully explain how any brand can acquire meaning and become an 'Ueber-Brand.'