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The New Prestige: From Myth Making To Manifesting a Higher Mission - Particularly in a Crisis!

by JP Kuehlwein
Co-founder and Principal

Centre For Marketing Excellence presents to you :

Today, Prestige accrues to those brands that Dare and Do – particularly when times get tough! Telling a good story – ideally creating an intriguing myth around a product - was a tool Luxury ‘maisons’ used long before the broader marketing community discovered it as a way to seduce customers. Then ‘purpose-driven’ marketing entered the scene, gave almost any product a shot to further elevate its stature and desirability to people … and made some of the traditional Luxury brands look old fashioned and hollow – particularly among the younger generation. But today, just declaring a mission beyond making money is no longer enough to make discerning customers admire a brand and pay a premium price. As I will amply illustrate, the art of seduction and superior returns lies in living that mission and manifesting the brand myth – particularly in tough times like ours.



Mr JP Kuehlwein
Co-founder and Principal

JP Kuehlwein is the co-founder of ‘Ueber-Brands’ a consultancy that helps owners elevate their brands to make them peerless, priceless and profitable.  He previously was Executive Vice President at Frédéric Fekkai & Co, a prestige salon- and retail hair care business and served as Brand Director and Global Director of Strategy at multinational Procter & Gamble, based in Germany, the US, Singapore, Hong Kong and finally in New York.

JP can look back at an over 25-year track record of translating consumer and cultural insight into propositions that generate more than a billion dollars in sales today. 

He shares this professional experience with students as a faculty member at both Columbia University’s Business School and NYU’s Stern School of Business. He is also a Senior Fellow and Leader of the Marketing Institute at The Conference Board and an advisory board member at the CFMM Master's Program of the Fashion Institute of Technology, all in New York City.  

JP is the co-author of “Rethinking Prestige Branding – Secrets of the Ueber-Brands” (Kogan Page, 2015) and “Brand Elevation – Lessons in Ueber-Branding” (KP, 2021 forthcoming) with Wolfgang Schaefer, which are reference books when it comes to understanding and building premium brands across industries.

DATE 17 November 2020, Tuesday
MODE Webinar
9.30am - 10.15am : Presentation
10.15am - 10.30am : Open Q&A


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