A must-read for both the managers of mass brands that used to dominate and teams at start-ups that set out to disrupt the market. * Russ Klein, CEO, The American Marketing Association *
I always believed that a brand is what makes a product worth more than the product itself. And what makes it worth a whole lot more is creating an Ueber-Brand. It takes creativity, courage and cash to make that happen - and the principles outlined in this excellent book. * Ivan Pollard, Global CMO, General Mills *
In this second book on 'Ueber-Branding', The authors provide a step-by-step approach on how to build brands that instil strong desires in customers. * Bernd Schmitt, Professor at Columbia Business School and author of Experiential Marketing *
A well-curated practical guide for brand builders who understand the value of values. The thought-provoking 'Dream-Do-Dare' framework will help you define and operationalize your brand purpose in a way that elevates profit as well. * Virginie Helias, Chief Sustainability Officer, Procter & Gamble *
Provides insightful guidance and inspiration not only on how to create a 'love brand', but how to maintain one. * Leonardo Chavez, Global Brand President, Kiehl's Since 1851 *
Standing out in a burgeoning panoply of branding literature is no mean feat. Schaefer and Kuehlwein have done it again with Brand Elevation - a practitioner's road-map to curating brand desire and equity. * Deryck J van Rensburg, Dean, Pepperdine Graziadio Business School *
An astute, practical and ethical guide to branding and marketing for companies willing to self-examine the best purpose of their enterprise, and cultivate long-term relationships with their customers on the basis of shared values and identity. * Vincent Stanley, Director of Philosophy, Patagonia, co-author of The Responsible Company: What We've Learned From Patagonia's First 40 Years and poet *
Makes an incredibly complex marketing innovation clear to anyone: it provides the fundamentals to break down what gives a brand meaning and how to give inanimate objects animate characteristics. * Scott Galloway - Professor at NYU Stern School of Business, author of The Four and founder of L2Inc. and Section 4 *
Explains perfectly how much the classical approach to marketing has changed and how small new brands - Ueber brands with a real story to tell - become so relevant. A must-read for everyone who wants to understand this recent development! * Felix Ahlers, CEO, FRoSTA AG *
A highly relevant book for every business executive and marketing student, offering in-depth analyses, a hands-on how-to program, and rich case studies all in one. A unique and outstanding reference to deliver superior brand performance. * Glyn Atwal, Associate Professor, Burgundy School of Business and co-author of Luxury Brands in China and India *
A must-read for any marketer wanting to elevate a brand - and that is almost everyone of us. * Erich Joachimsthaler, Founder and CEO, Vivaldi Group and author of Brand Leadership with David Aaker and of Hidden in Plain Sight *
This book follows-up on JP and Wolf's first book with step-by-step instructions on how brand builders can go about elevating their brands and taking them 'ueber' - above and beyond the crowd of competitors. * Frederic Fekkai, Executive Chairman and Founder, Frederic Fekkai & Co and Bastide *
