Rethinking Luxury Branding with JP Kuehlwein

On Brand with Nick Westergaard

“A Ferrari is more than a way of getting from point A to point B. It has a power over you that goes beyond reason.” Luxury brands can do that. However, changing consumers and media dynamics require us to rethink luxury branding in the digital age. Brand strategist and author JP Kuehlwein joined us for a discussion on this very topic.

About JP Kuehlwein

JP Kuehlwein is Executive Vice President of Frédéric Fekkai, a New York-based prestige salon operator, hair care brand and fully owned subsidiary of Procter and Gamble. He is also an Outside Director of Smith & Norbu, a Hong Kong luxury optical frame maker. Previously, JP was Managing Director of Global Strategy & Innovation – Premium Consumer, spearheading Procter & Gamble’s capability and business development in the premium brand space.

JP is a recognized strategy expert, global brand builder, and accomplished marketing leader. He has a 20+ year track record of translating consumer and branding insights into transformational propositions that win in the market. His 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 or portfolio strategies for Beauty and Lifestyle categories.

JP is a regularly involved in guest lecturing, consulting, and public speaking in English, French, or German. He is co-author of the book Rethinking Prestige Branding – Secrets of The Ueber-Brands which reveals the drivers of sustained success of modern premium brands across industries.

As We Wrap …

Recently our friend Gabriel Tesser Felix gave us a shout on Twitter about our recent episode featuring Marc Hershon. Thanks for listening Gabriel!

Did you hear something you liked on this episode or another? Do you have a question you’d like our guests to answer? Let me know on Twitter using the hashtag #OnBrandPodcast and you may just hear your thoughts here on the show.

Last but not least …

• Subscribe to the podcast – You can subscribe to the show via iTunes, Stitcher, and RSS.
• Rate and review the show – If you like what you’re hearing, head over to iTunes and click that 5-star button to rate the show. And if you have a few extra seconds, write a couple of sentences and submit a review. This helps others find the podcast.
• OK. How do you rate and review a podcast? Need a quick tutorial on leaving a rating/review in iTunes? Check this out.
• And don’t forget that this podcast is brought to you by our Brand Driven Digital events series, learn more about the industry leading Social Brand Forum and our other trainings and workshops now.

Until next week, I’ll see you on the Internet!

Learn more about your ad choices. Visit megaphone.fm/adchoices