My guest today is a global brand and business builder, recognised strategy expert, author and speaker. He has more than 20 years of hands-on experience in successfully creating or re-staging brands that have grown to generate over a billion dollars in combined incremental sales annually around the world.
In our chat we learn what the Ueber brands are doing and that it isn’t always wise to follow every whim, need and trend of the consumer. My guest is JP Kuehlwein.
JP Kuehlwein is a global brand builder, accomplished business leader and recognised strategy expert. He has a 20+ year track record of creating or repositioning brands that then win in the market. JP’s diverse experience ranges from introducing the concept of disposable diapers and Pampers brands to India and South-East Asia to reviving an iconic New York Hair Care and Prestige salon services business.
Before co-founding the brand consultancy ‘Ueber-Brands’ in 2016, JP was Executive Vice President of Frédéric Fekkai and Managing Director of Global Strategy; Innovation, Premium Products at P& G.
Based out of New York City, JP Kuehlwein is on the industry advisory board of the Fashion Institute of Technology (FIT, NY), the CMO Council (San Francisco) and L2 Inc. (NYC) as well as an External Director of Smith & Norbu, a Hong Kong-based maker of luxury optical frames and accessories.
JP Kuehlwein has co-authored the best-selling “Rethinking Prestige Branding – Secrets of the Ueber-Brands”, which is becoming a marketer’s reference book. It reveals the success drivers behind some one hundred premium brands across industries. With his co-author Wolf Schaefer, JP advocates to put ‘myth back into marketing’ to ‘seduce rather than sell’ for a brand to be esteemed beyond size, price or performance. Their blog-cast ‘Ueber-Brands’ and related events are sought-after by marketing leaders around the world.
JP is regularly engaged in consulting, public speaking and teaching in English, French and German. His talks are lively with many practical examples and particularly popular with the big mass marketing groups.
He has been named ‘Inspiring Marketer of the Year 2015’ by the Association of National Advertisers / The Internationalist.
Recorded: 11th April 2019
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