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getAbstract Summary: Get the key points from this book in 10 minutes.
How does a brand inspire such devotion that customers wear the logo, congregate in person and online to discuss products and services, or passionately gather at events? Wolfgang Schaefer and JP Kuehlwein researched this phenomenon in their previous work, Rethinking Prestige Branding. Here they offer the Brand Elevation model, a six-step process to elevate your brand into an Ueber-Brand, research and identify your brand mission, balance exclusivity and inclusivity, attract rather than sell, and master Myth creation and storytelling, as have such brands as Burt’s Bees, Patagonia, Starbucks and Peloton.
Book Publisher:
Kogan Page
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