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Centre For Marketing Excellence presents to you :
The New Prestige: From Myth Making To Manifesting a Higher Mission - Particularly in a Crisis!
SYNOPSIS
Today, Prestige accrues to those brands that Dare and Do – particularly when times get tough! Telling a good story – ideally creating an intriguing myth around a product - was a tool Luxury ‘maisons’ used long before the broader marketing community discovered it as a way to seduce customers. Then ‘purpose-driven’ marketing entered the scene, gave almost any product a shot to further elevate its stature and desirability to people … and made some of the traditional Luxury brands look old fashioned and hollow – particularly among the younger generation. But today, just declaring a mission beyond making money is no longer enough to make discerning customers admire a brand and pay a premium price. As I will amply illustrate, the art of seduction and superior returns lies in living that mission and manifesting the brand myth – particularly in tough times like ours.
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Mr JP Kuehlwein
Co-founder & Principal
Ueber-Brands
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JP Kuehlwein is co-founder and principal at Ueber-Brands, an advisory firm that helps ‘elevate brands to make brands priceless’. He previously was Executive VP at Frédéric Fekkai, a prestige hair care business and held Finance, Brand Director and Director of Strategy positions at Procter & Gamble in Germany, the US, Singapore and Hong Kong. JP’s 25-year marketing and management experiences stretches from developing the communications strategy for the world’s leading detergents, creating a new-to-the-world food storage solution, introducing the disposable diapers category in India, designing a premium skin care brand in China to turning around a Prestige hair care business in the US. He was also served on the board of Smith & Norbu, a luxury eyewear start-up in Hong Kong.
JP’s work has won numerous internal and external Marketing and Advertising awards and he was named “International Marketer of the Year 2016” by The Internationalist and the Association of National Advertisers. He holds bachelor degrees in European Business from the Ecole Supérieure de Commerce, Reims (France) and the University of Reutlingen (Germany) and a postgraduate diploma in Business Analysis from Lancaster University (UK). JP is an adjunct faculty member at the NYU Stern School of Business and Columbia Business School teaching brand strategy, an advisory board member and lecturer at the Cosmetics and Fragrances Marketing and Management Master's Program at the Fashion Institute of Technology and a Senior Fellow in Marketing and Communications at the Conference Board, an industry think tank - all in New York.
JP has co-authored the books “Rethinking Prestige Branding – Secrets of the Ueber-Brands” (Kogan Page, 2015) and “Brand Elevation is No Luxury – Lessons in Ueber-Branding” (Kogan Page, Nov 2020) and is sharing his experiences and thoughts on branding and marketing regularly through articles, blog posts, interviews in the professional-, academic- and social media and through talks at industry events.
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