JP Kuehlwein

Jan-Patrick (JP) Kuehlwein is a recognized strategy expert, global brand builder and accomplished marketing leader.   JP has a 20 plus year track record of successfully translating consumer and branding insights into transformational propositions that win in the market. His broad experience spans from introducing a new-to-the-world food wrap to the US or disposable diapers to developing markets in Asia, to developing a global communication strategy for the world’s leading detergent and portfolio strategies for in the Beauty- and Lifestyle categories for the world’s largest advertiser.

JP currently serves as Managing Director of Global Strategy & Innovation at Procter & Gamble and was, until January 2016, Executive Vice President of Frédéric Fekkai, a global prestige brand and fully owned subsidiary of Procter and Gamble. He is also an External Director of Smith & Norbu, a Hong Kong-based luxury optical frame maker.

JP has co-authored the bestselling “Rethinking Prestige Branding – Secrets of the Ueber-Brands” (Kogan Page, 2015), which is quickly becoming a marketers reference book. It analyses 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. JP is regularly involved in public speaking and teaching across industries and markets in English, French or German language. His blog and podcast ‘Ueber-Brands’ and related events are sought-after by brand builders and marketing leaders around the world.

Based out of New York City, JP is on the advisory board and a guest lecturer at the Masters Program in Cosmetics and Fragrance Marketing and Management at the prestigious Fashion Institute of Technology (FIT, NY), an advisory board member of the CMO Council and a trustee of the Marketing Science Institute (MSI, Boston).


Rethinking Prestige Branding – Secrets of Ueber-Brands

Why are Cirque Du Soleil or Grey Goose so successful despite breaking all the conventions of their categories? What does Gucci’s approach to marketing have in common with Nespresso’s? And why do some pay a little fortune for Renova toilet paper or Aesop detergent when those seem to have none of the ‘functional superiority’ conventional marketers would seek to demonstrate?

Today, prestige is accrued in many more ways than it used to. Its marketing rules are in flux and it is flourishing across pretty much all tiers and categories – from a US$ 2 drink to multi-million dollar jewelry. Classic notions are shattered and reshuffled and prestige branding is being slowly but unmistakably re-defined: Less traditional through pricing-up and celebrating yourself as rarified, but by evoking pride and aspiration through ideals and ideas wrapped in mythical storytelling; Less classical by building exclusivity through restraint and scarcity, but in fusing these with inclusivity and ubiquity; And less marketing-manipulated but more truth-minded, living brand-specific convictions inside out rather than making-believe with thin veneers of gold-plating.

Welcome to the age of Ueber-Brands. An emerging breed of modern prestige brands which are above and beyond their competition not only in standing and making their price premium an after-thought, but in courage and conviction. Thriving on paradoxes, breaking with long held traditions and inspiring us with commercialization strategies that set new standards and lead the way into a new kind of marketing for the new millennium.

Mission, Myth and “Truth”- Or – How to Make Your Brand Priceless

This seminar is for brand owners/leaders who want to lift their proposition above considerations of performance or value alone and make their brand esteemed beyond size and valued beyond price. You will learn about key drivers behind the success of some of the best in the premium brand world across industries – we call them ‘Ueber-Brands’.

Many post-crisis consumers and most Millennial keenly differentiate between products and experiences they want to invest themselves into and necessities they want to buy as efficiently and cheaply as possible. Gone are the days where shopping per-se and accumulating ‘stuff’ provided satisfaction and status.

Where does your brand stand on the continuum between ‘material’ and ‘meaningful’? Is it where you want it to be? Or might you be stuck in the middle?

If your desired place is to be esteemed for both your product as well as what it stands for, then join us to look at and discuss what drives the sustained success of some of the best brands in this class – We call them ‘Ueber-Brands’ in our book. Brands that go beyond.

During this seminar you’ll learn:

• How mission gives meaning and generates a strong buy-in
• Why myths are the superior story and create magic
• About the power of balancing the longing and belonging
• How to un-sell to seduce
• About the need for ‘truth’ and ‘living the dream’ as the answer

Related topics we have covered:
– Modern Marketing and the Need for ‘Truth’ (aka ‘authenticity’)
– Modern Marketing and the Need for Mission and Myth
– To Seduce Consumers – Re-Mystify Marketing!
– Prestige Brand Growth – How to Grow without losing your Glow
– How an Apple, Berluti, Cirque du Soleil or Dyson make us ‘happily pay a fortune’?
– Modern Prestige Retailing – Manifestation of Mission, Myth and Mojo.
– The Art of Seduction in Prestige Marketing – Or – How to strike the fine balance between Inclusivity and Exclusivity.
– Ueber-Branding – Or how to Seduce rather than Sell for Sustained Success
– Ueber-Branding – Or how to imbue your brand with meaning to matter.
– The Meaning of Innovation – Sustainable Growth for Premium Brands
And more…

Testimonials on JP’s book

he Ueber-Brands authors made me reflect on the Moleskine brand in a radically different way. There is much to learn from its innovative approach.

‘JP and Wolf have an entertaining way to present today’s marketing paradigm of prestige and luxury brands. Their book is an absolute must-read for any marketer working within the prestige, luxury industry… any industry!’

“Wolf and JP set a clear compass, balancing the mystery of magic and distance with the importance of purpose, meaning and customer delivery”

Martin Roll

Business & Brand Leadership

Joseph Baladi

Asian Branding

Dave McCaughan

Advertising and Marketing in Asia