03454cam a22002778i 4500001001300000003000600013007000300019008004100022020001800063020001500081035002200096050002700118100002400145245008800169260003400257300002400291504005100315505159700366520100301963650002502966650002502991700002103016942001203037952011203049999001503161on1198989666OCoLCta210531s2021    enka     b    001 0 eng    a9781789664669  a1789664667  a(OCoLC)1198989666  aHF5415.1255b.S33 20211 aSchaefer, Wolfgang.10aBrand elevation :blessons in ueber-branding /cWolfgang Schaefer and JP Kuehlwein.  aLondon :bKogan Page, c2021.  axiv, 287 p. :bill.  aIncludes bibliographical references and index.0 aPart One Recap - The principles of Ueber-Branding™ -- Principle 1 Mission incomparable - Having a distinct, brand-guiding Mission -- Principle 2 Longing vs belonging - Balancing exclusivity and inclusion -- Principle 3 Un-selling - Mastering the art of seduction -- Principle 4 From Myth to meaning - Giving the brand soul -- Principle 5 Behold the product! Making your product manifest the Myth -- Principle 6 Living the dream - Letting the brand radiate from the inside out -- Principle 7 Growth without end - Balancing scaling and brand building -- Part Two How to - Six steps to elevate your brand -- Step 1 Set Your Mission -- Step 2 Write Your Myth -- Step 3 Realize Your Dream -- Step 4 Live Your Dream -- Step 5 Find Your Ueber-Target -- Step 6 Ignite All Targets -- Summing up: The Ueber-Branding Model -- Part Three Lessons - Ueber-Branding in action -- Case 1 TerraCycle - From Mission to Myth to movement, or: How to `eliminate the idea of waste' -- Case 2 Acqua di Parma - The power of a mythical core, or: How to build your business and your equity simultaneously -- Case 3 Burt's Bees - Growing an Ueber-Brand ground up, or: How purpose and profit can live in harmony -- Case 4 Starbucks - The renaissance plan, or: How to Leap ahead by going back to quality and service -- Case 5 Airbnb - The importance of culture, or: How Airbnb found, launched and lives its purpose -- Case 6 Lakrids - Growth without end, or: How to scale a dream -- Case 7 YouTube - Platform or brand of the future, or: How to be one when you are many -- Epilogue: Crises - Times of Ueber-Opportunities.  aHow 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". 4aBranding (Marketing) 4aBrand name products.1 aKuehlwein, J. P.  2lcccBK  00104070aPNLIBbPNLIBcGENd2021-06-17oHF5415.1255 .S33 2021pPNLIB21062854r2021-06-17w2021-06-17yBK  c3041d3041