SAGE Video - Uber-Branding: How to Create Desire Beyond Utility, Value or Reason

Name: Uber-Branding: How to Create Desire Beyond Utility, Value or Reason
Uploaded: 2016-06-25
Duration: 57 min 54 s
Description: JP Kuehlwein and Wolfgang Schaefer discusses branding and important marketing strategies. "Uber brands" are the top brands that take risks and are progressive in their marketing strategies. Kuehlwein and Schaefer discuss the three main parts of branding: mission and myth, inclusion and exclusion, and truth.

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Video Type: Conference

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  Kuehlwein, J., Schaefer, W. (Speakers). (2016). Uber-branding: how to create desire beyond utility, value or reason [Video]. SAGE Knowledge. https://dx.doi.org/10.4135/9781473990456
  
  Kuehlwein, JP, Wolfgang Schaefer. "Uber-Branding: How to Create Desire Beyond Utility, Value or Reason." In SAGE Video. : SAGE Publications, Ltd., 2016. Video, 00:57:54. https://dx.doi.org/10.4135/9781473990456.
  
  Kuehlwein, J., Schaefer, W., 2016. Uber-Branding: How to Create Desire Beyond Utility, Value or Reason, SAGE Video. [Streaming Video] London: SAGE Publications Ltd. Available at: <https://dx.doi.org/10.4135/9781473990456 & gt; [Accessed 1 Feb 2023].
  
  Kuehlwein, JP, et al. Uber-Branding: How to Create Desire Beyond Utility, Value or Reason. Online video clip. SAGE Video. London: SAGE Publications, Ltd., 25 Jun 2016. doi: https://dx.doi.org/10.4135/9781473990456. 1 Feb 2023.
  
  Uber-Branding: How to Create Desire Beyond Utility, Value or Reason [Streaming video]. 2016. doi:10.4135/9781473990456. Accessed 02/01/2023
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Summary
Chapters
Video Info

Summary

JP Kuehlwein and Wolfgang Schaefer discusses branding and important marketing strategies. "Uber brands" are the top brands that take risks and are progressive in their marketing strategies. Kuehlwein and Schaefer discuss the three main parts of branding: mission and myth, inclusion and exclusion, and truth.

Chapter 1: Introduction: Uber-Branding
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- Start time: 00:00:10
- End time: 00:05:30
Chapter 2: Brands with a Purpose
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- Start time: 00:05:31
- End time: 00:11:33
Chapter 3: Reinventing Craftsmanship
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- Start time: 00:11:34
- End time: 00:16:52
Chapter 4: Selling Through Stories
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- Start time: 00:16:53
- End time: 00:22:54
Chapter 5: Myths Behind Businesses
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- Start time: 00:22:55
- End time: 00:31:49
Chapter 6: Inclusion Marketing
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- Start time: 00:31:50
- End time: 00:36:55
Chapter 7: Brand Rituals
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- Start time: 00:36:56
- End time: 00:41:06
Chapter 8: Un-Selling
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- Start time: 00:41:07
- End time: 00:44:13
Chapter 9: Truth in Marketing
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- Start time: 00:44:14
- End time: 00:53:54
Chapter 10: Conclusion: Uber-Branding
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- Start time: 00:53:55
- End time: 00:57:53

Type of Content: Conference
Title: Uber-Branding: How to Create Desire Beyond Utility, Value or Reason
Publisher: SAGE Publications, Ltd.
- Publication year: 2016
- Online pub date: June 25, 2016
Discipline: Business & Management
Subject: Brand Management & Strategy, Marketing Strategy, Marketing (general)
Duration: 00:57:54
DOI: https://dx.doi.org/10.4135/9781473990456
Keywords: brand loyalty, branding, commerce, culture (anthropology), elitism, enterprises, environmental activism, environmental conservation, inclusion criteria, inclusion/exclusion, innovation (business), luxury and luxuries, marketing (business), marketing campaigns, marketing concept, marketing objectives, marketing plan, marketing planning, marketing strategy, missions and mission statements, myths, niche strategies, prestige, recyclable products, recycling, recycling behaviors, rituals, Self confidence, Selling products and services, Shopping, Stories and storytelling, Storytelling, Sustainability, Sustainable production, target markets, truth, truth claims, truth in sentencing, value added measures, value creation, world economic forum
Things Discussed
Organizations Discussed:
Ben & Jerry's Homemade Holdings, Inc., 1978-
Red Bull, 1987-
Hermes International S.A., 1837-
The Estee Lauder Companies Inc., 1946-
Mini, 1959-
Waldorf Astoria New York, 1893-
Berluti, 1895-
Gucci, 1921-
Goose Island Beer Company, 1988-
Unilever, 1930-
Volkswagon, 1937-
Cirque du Soleil, 1984-
Lakrids, 2007-
Studio 54, 1977-1986
Dom Perignon, 1921-
42 Below, 1998-
La Maison du Chocolat, 1977-
Rolls-Royce, 1906-
Patagonia, Inc., 1973-
Chanel S.A., 1909-
Moleskine S.p.A., 1997-
Johnnie Walker, 1820-
Tiffany & Company, 1837-
Bentley Motors Limited, 1919-
Toms Shoes, 2006-
Method, 2001-
Harley-Davidson, Inc., 1903-
Adnreas Stihl AG & Co., 1926-
Starbucks Corporation, 1971-
Ferrari S.p.A., 1947-
The Lego Group, 1932-
The Home Depot, Inc., 1978-
Maille, 1723-
Lowe's Companies, Inc., 1946-
The Gatorade Company, Inc., 1965-
The Quaker Oats Company, 1877-
eBay Inc., 1995-
Snapple, 1980-
Kiehl's, 1851-
L'Oreal S.A., 1909-
The Body Shop International plc., 2010-
Brunello Cucinelli S.p.A., 1978-
Freitag, 1993-
Persons Discussed:
Brunello Cucinelli
Tom Ford
Jeremy Irons
Maria Sebregondi
Joseph Campbell
Pascale Mussard
Friedrich Nietzsche
Dan Ariely
David Beckham
Olga Berluti
Rob Walker
Dr. Max Huber
Yvon Chouinard
Joshua Glenn
Adam Lowry
Blake Mycoskie
Eric Ryan

People
Interviewee: Rick
Speaker: JP Kuehlwein
Speaker: Wolfgang Schaefer

Online ISBN:9781473990456

Copyright: (c) SAGE Publications Ltd., 2016

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Tools
Tools icon close
- Download PDFopens in new window
- Cite
  
  Cite icon close
  
  Format APA
  
  Kuehlwein, J., Schaefer, W. (Speakers). (2016). Uber-branding: how to create desire beyond utility, value or reason [Video]. SAGE Knowledge. https://dx.doi.org/10.4135/9781473990456
  
  Kuehlwein, JP, Wolfgang Schaefer. "Uber-Branding: How to Create Desire Beyond Utility, Value or Reason." In SAGE Video. : SAGE Publications, Ltd., 2016. Video, 00:57:54. https://dx.doi.org/10.4135/9781473990456.
  
  Kuehlwein, J., Schaefer, W., 2016. Uber-Branding: How to Create Desire Beyond Utility, Value or Reason, SAGE Video. [Streaming Video] London: SAGE Publications Ltd. Available at: <https://dx.doi.org/10.4135/9781473990456 & gt; [Accessed 1 Feb 2023].
  
  Kuehlwein, JP, et al. Uber-Branding: How to Create Desire Beyond Utility, Value or Reason. Online video clip. SAGE Video. London: SAGE Publications, Ltd., 25 Jun 2016. doi: https://dx.doi.org/10.4135/9781473990456. 1 Feb 2023.
  
  Uber-Branding: How to Create Desire Beyond Utility, Value or Reason [Streaming video]. 2016. doi:10.4135/9781473990456. Accessed 02/01/2023
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Video Type: Conference

Transcript

Summary

Chapters

Video Info

Chapter 1: Introduction: Uber-Branding

Chapter 2: Brands with a Purpose

Chapter 3: Reinventing Craftsmanship

Chapter 4: Selling Through Stories

Chapter 5: Myths Behind Businesses

Chapter 6: Inclusion Marketing

Chapter 7: Brand Rituals

Chapter 8: Un-Selling

Chapter 9: Truth in Marketing

Chapter 10: Conclusion: Uber-Branding

Things Discussed

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Uber-Branding: How to Create Desire Beyond Utility, Value or Reason

Video Type: Conference

Transcript

Summary

Chapters

Video Info

Chapter 1: Introduction: Uber-Branding

Chapter 2: Brands with a Purpose

Chapter 3: Reinventing Craftsmanship

Chapter 4: Selling Through Stories

Chapter 5: Myths Behind Businesses

Chapter 6: Inclusion Marketing

Chapter 7: Brand Rituals

Chapter 8: Un-Selling

Chapter 9: Truth in Marketing

Chapter 10: Conclusion: Uber-Branding

Things Discussed

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