Rethinking Prestige Branding: Longing and Belonging

In this first video Wolfgang Schaefer and JP Kuehlwein, coauthors of Rethinking Prestige Branding: Secrets of the UeberBrands, discuss the how to maintain a brands air of exclusivity. They discuss the roles of inclusion and exclusion and finding the fine balance between the two. Wolfgang Schaefer is Chief Strategic Officer at SelectNY, one of the world s leading premium brand building networks. Wolf has been building global brand strategies for over 20 years in Europe, the US and Asia Pacific for compani