JP Kuehlwein is a global brand builder, accomplished business leader and recognized strategy expert. He has a 20+ year track record of creating or re-positioning 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 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 has co-authored the best-selling “Rethinking Prestige Branding – Secrets of the Ueber-Brands” (Kogan Page, 2015), 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. He has been named ‘Inspiring Marketer of the Year 2015’ by the Association of National Advertisers / The Internationalist.
In Branding Storytelling is Good but Myths are Magic
Putting some myth back into marketing can help you lift your brand in esteem and price beyond the 'common competitor'. Many have learned to tell stories, some across touch-points and a few in distinctively vivid colors. But this is just the start to make your brand stand out and sell. If you also want your brand to stand up tall and command respect and a premium, you need to allow people to dream and want to root for you.
BEING TRUE as a brand
What is the 'authenticity' people are seeking in brands? We will be looking at how some brands not only get away with creating and living 'their own version of the truth' but actually make us willing to pay a premium in the process. These brands go 'beyond' ('Ueber' as Nietzsche would say). For nobody really needs (another) craft-beer, notebook, watch or bag. But then, you are not buying these brands, you are buying INTO them...
Senior Resident Fellow for the Mitchell Institute for Aerospace Studies at the Air Force Association
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