NEW THINKING

April 15, 2024Convenience Store Brands Pull Ahead In Fair Value

April 10, 2024Leading Brands Excel At Employee-Customer Interaction

April 9, 2024For Brands That Adapt, New Demographics Equal Growth

April 3, 2024Solving Customer Problems For Profitable Growth

April 2, 2024Which Experiences Build Brands?

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Luxury Branding

An Action Plan For Elevating Brands

JP KuehlweinMarch 1, 20215 min

The new millennium brought a major shift to the world of brand building. Brands are no longer just marketing instruments for attracting customers; they are embraced as guiding the enterprise overall, inspiring and engaging internal and external stakeholders.

Luxury Branding

7 Ways Ueber-Brands Define A New Era Of Prestige

JP KuehlweinApril 27, 20185 min

Five years ago we embarked on an extensive research into what drives the success of certain class of premium-priced brands that seem to flourish, rather than fade as time goes by and we get to know them more.

Branding Basics

A Brief History Of Branding

JP KuehlweinSeptember 1, 201611 min

Did it all start in the caves of our earliest ancestors and their sign language?

Brand Storytelling

Brand Storytelling And The Art Of Making Myths

JP KuehlweinOctober 20, 20155 min

Myths are by nature clichés; that’s what makes them work. They’re easy, we get them instantly and their message shoots straight to our heart – whether we want it to or not. That’s how they capture us and how they can guide us. Besides, iconic always beats ironic, at least, when it comes to building Ueber-Brands.

Brand Storytelling

Brand Storytelling: From Myth To Meaning

JP KuehlweinSeptember 15, 20154 min

So, what makes a story a myth? Of course, ultimately it’s your audience – or all of us.

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