Features

Mumbrella 360 video: Making Your Brand Priceless – (keynote) – JP Kuehlwein

In the wrap-up of Mumbrella360 on June 7-9, 2016, we revisit highlights from the successful event.

JP Kuehlwein, managing director of global strategy and innovation, premium consumer at Proctor & Gamble, explains why consumers are willing to fork out hundreds of dollars for premium brands, why consumer testing is pointless, and how marketers can extract stories and missions from their own brands.

  • 0:26 Introduces partner and co-author Wolfgang Scheiffer
  • 1:31 Why people buy premium brands
  • 4:39 Introduces study of premium brands
  • 6:57 Three dimensions of ueber-branding
  • 7:43 First dimension: the musts of mission and myth
  • 8:34 Ben and Jerry’s brand image and political partisanship
  • 11:31 How Patagonia sold out by asking people not to buy their clothes
  • 16:08 Selling expensive Pampers nappies in impoverished rural India
  • 20:09 The importance of storytelling in advertising
  • 25:17 Constructing myths around brand identity
  • 27:30 Second dimension: the balance between inclusion and exclusion
  • 29:20 Brands are doorways to membership to an elite club
  • 35:03: Third dimension: the need for truth
  • 36:29 Yuan Soap and brands that “shine from the inside out”
  • 40:48 Aesop’s monastic brand philosophy
  • 44:25 Repurposing, recycling and reiimagination at Hermès
  • 47:37 Freitag’s $200 recycled messenger bags
  • 51:01  Conclusion: looking for mission, myth, inclusion and truth in your brand
  • 53:12 Question time: does the brand or the cause come first?
  • 54:42 Tesla, Apple and creating brand exclusivity
  • 58:10 Why consumer testing is useless
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