Event Details

Online masterclass open to Lancaster University alumni and invited Management School students and applicants.

Lancaster University alumni, along with selected Management School students and applicants are invited to join an online masterclass with brand experts JP Kuehlwein and Wolf Schaefer.

If brand owners want people to ignore Amazon’s 'popular’ or ‘prime’ product recommendations and rather seek theirs out, then they need to offer something people can buy INTO - beyond convenience, performance and price. They need to elevate their brand to give it meaning beyond the material, to make their product peerless and priceless.

In this session, JP and Wolf will talk about the three essential phases in creating such an elevated brand proposition - Dreaming, Doing and Daring - and what ‘Ueber-Brands’ do differently to be admired and desired.

Event details:

Date: Tuesday 16 March 2021

Time: 17:00 - 18:15 GMT

Format: Live online Zoom event, with presentation followed by time for Q&A.

Registration: Registration is essential. Registered attendees will receive a reminder email with joining instructions 48 hours before the event.

About the speakers:

JP Kuehlwein is Principal at Ueber-Brands, a consultancy focused on making brands peerless and priceless. He is Adjunct Professor of Marketing at NYU Stern and Columbia Business School, and leads the Marketing Institute at The Conference Board think tank. He is former Executive Vice President at Frederic Fekkai & Co and Executive Brand Director at Procter & Gamble. JP is also a Lancaster University graduate (PGDip Business Analysis, 1991).

Wolfgang Schaefer is CEO and Founder of zwoelf consulting, where he focusses on developing narrative brand strategies. He is Guest Professor at the XU Exponential University, Potsdam, and lectures at many institutions in Europe and the US. As a chief strategist, he has worked with some of the world’s top marketers at LVMH, P&G, Miele, Swarovski, Estee Lauder, Unilever and more.

JP and Wolf were both named “International Marketers of the Year 2016” by The Internationalist and Association of National Advertisers. They are co-authors of Rethinking Prestige Branding and Brand Elevation, both regularly appear at corporate, industry and academic events, consult for brands seeking to become Ueber-Brands, and contribute to industry press and academic journals, providing expert commentary for the media.

This event is open to Lancaster University alumni and to Management School applicants by invitation.

For any queries regarding this event, please email lumsalumni@lancaster.ac.uk.