Ueber-Brands

What Ueber-Brands does

Ueber-Brands is a boutique brand strategy consultancy co-founded by JP Kuehlwein and Wolf Schaefer that helps premium and luxury brands achieve what the firm describes as 'peerless, priceless, profitable' positioning by instilling 'meaning beyond the material.' The practice is anchored by a proprietary Ueber-Branding methodology organized around seven principles (Mission Incomparable, Longing vs Belonging, From Myth to Meaning, Behold!, Living the Dream, Un-Sell, Moving with Gravitas), developed over four-plus years of research comprising 75+ executive interviews and 150+ case studies. Service delivery is handled by the two co-founders, supported by an 'Ueber-Network' of partner experts and agencies, with offices spanning New York and Berlin and academic engagements across Columbia Business School, NYU Stern, Singapore Management University, and XU University Potsdam. Client work has spanned Audemars Piguet, L'Oréal, Maybelline, Procter & Gamble, LEGO, Hershey's, Kering (Puma), Unilever, Clorox, ExxonMobil, ZEISS, Galderma (Cetaphil), Coty, PepsiCo, and Smith & Norbu.

The firm monetizes through four streams: (1) bespoke brand-elevation consulting and workshops on quote-based pricing; (2) book sales of two Kogan Page titles ('Rethinking Prestige Branding' at $120 hardcover / $25 paperback, and 'Brand Elevation') distributed globally via Amazon and direct signed copies; (3) licensing royalties from the 'Brand Elevation' course on LinkedIn Learning, including a 2024 French-language release; and (4) keynote speaking and adjunct teaching fees at universities and industry conferences. Go-to-market is sales-led through direct enterprise engagement, amplified by a long-running content marketing program (Ueber-Blog dating to 2012, Ueber-Podcast featuring CEOs of brands such as Brunello Cucinelli and Ben & Jerry's, and conference presence at AMA, CMO Conference, and Luxury Marketing Council events). The firm is privately held with no external funding, and both founders maintain independent practices (Wolf via zwoelf consulting and Select World) that intersect with the Ueber-Brands brand.

Name

Ueber-Brands

Legal name

Ueber-Brands™

Website

https://masstoclass.wordpress.com

Company type

Private

Founded year

1985

Operating status

Operating

Headcount range

1–10 employees

Short description

Ueber-Brands is a two-person boutique brand strategy consultancy that helps premium and luxury brands achieve prestige positioning through its proprietary Seven Ueber-Principles methodology, serving enterprise clients such as L'Oréal, P&G, LEGO, and Audemars Piguet via consulting, books, and a LinkedIn Learning course.

Ownership category

akta.pro rank

Product category

Brand Strategy Consulting

SIC

Services-Advertising (7310)

akta.pro primary industry

Brand Strategy & Positioning (BPAFAEAA)

akta.pro secondary industries

Brand Consulting, Audits & Research (Brand Health, Equity, Competitive) (BPAFAEAJ), Brand Guidelines, Governance & Brand Management (BPAFAEAF)

Keywords

• Brand strategy consulting
• Brand positioning services
• Corporate branding advisory
• Marketing strategy consulting
• Brand architecture consulting

Headquarters

HQ city

New City

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations

Revenue model

1. Consulting Services: Brand strategy consulting and advisory services including workshops, strategy development, and execution support through their expert network.
2. Book Sales: Sale of two published books: 'Rethinking Prestige Branding' (Limited Edition Hardcover $120, Standard Paperback $25) and 'Brand Elevation' (How-To Guide). Revenue from book sales through Amazon, bookstores, and direct signed copies.
3. Educational Content: Revenue from LinkedIn Learning course 'Brand Elevation' available in multiple languages including French.
4. Public Speaking: Keynote speeches and presentations at conferences, universities, and corporate events.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

Ueber-Brands is a boutique brand strategy consulting firm that applies its proprietary "Ueber-Branding" methodology to help organizations diagnose, reposition, and strengthen their brands. The firm offers consulting engagements for client brands and supports its practice with thought-leadership content including books, a podcast, blog articles, and LinkedIn Learning courses.

Product overview

Ueber-Brands is a brand consulting firm offering a comprehensive suite of brand elevation products and services. The core offering consists of Ueber-Branding Consulting Services and the proprietary Ueber-Methodology framework, which helps brands achieve 'Ueber-Brand' status by becoming peerless, priceless, and profitable. The company supports its methodology with educational resources including two books ('Rethinking Prestige Branding – Secrets of the Ueber-Brands' and 'Brand Elevation – Lessons in Ueber-Branding'), a podcast series (Ueber-Podcast), and a blog (Ueber-Blog). The methodology is grounded in Seven Ueber-Principles that guide brands in creating meaning beyond the material.

Differentiator

Problem solved

Functional benefit

Products and services

• Ueber-Branding Consulting Engagements

Quantifiable outcome

• Brands can command multiples of average category prices and develop cult-like followings through Ueber-Branding methodology
• +1 more outcomes

Named customers15 records

Segments3 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Twelve partnerships are on record, tiered core and minor.

• Select WorldcoreStrategic or Co-development PartnerWolf Schaefer serves as Chief Strategic Officer at Select World, one of the leading premium brand-building networks. This provides access to a global network of premium brand expertise and potential client referrals.
• zwoelf consultingcoreStrategic or Co-development PartnerWolf Schaefer is founder and CEO of zwoelf consulting, focused on developing brand strategies that tell stories. This is his primary consulting practice through which Ueber-Brands engagements may be delivered.
• XU University (Potsdam)minorStrategic or Co-development PartnerWolf Schaefer serves as guest professor at XU University in Potsdam, contributing to academic programs on brand strategy.
• Columbia Business SchoolcoreStrategic or Co-development PartnerJP Kuehlwein serves as Adjunct Professor of Marketing, teaching graduate courses in brand strategy. The school hosts brand elevation lectures and panel discussions featuring Ueber-Brands content.
• NYU Stern School of BusinesscoreStrategic or Co-development PartnerJP Kuehlwein serves as Adjunct Professor of Marketing teaching graduate brand strategy courses.
• Singapore Management University (SMU)coreStrategic or Co-development PartnerOngoing collaboration including Brand Elevation Lecture Series for MBA/IMBA/EMBA students, LVMH-SMU Research Initiative on Luxury, and published articles in Asian Management Insights journal.
• The Conference BoardcoreStrategic or Co-development PartnerJP leads the Marketing Institute at The Conference Board, a global industry think tank, advising on marketing and communications.
• Fashion Institute of Technology (FIT)minorStrategic or Co-development PartnerJP serves on the advisory board of the Masters Program in Cosmetics and Fragrance Marketing and Management.
• CMO CouncilminorStrategic or Co-development PartnerJP is an advisory board member of the CMO Council, a global network of chief marketing officers.
• L2 Inc.minorStrategic or Co-development PartnerJP is an advisory board member of L2 Inc., a business intelligence firm focused on digital marketing.
• The Luxury Marketing CouncilminorStrategic or Co-development PartnerGregory J. Furman, Founder & Chairman, endorses JP's work and distributes their book to new Council members. The Council serves 1,000 luxury brands and 5,000 CEOs/CMOs worldwide.
• Ueber-Network (Partner Experts and Agencies)coreImplementation/ SI/ Consulting PartnerA network of partner experts and agencies that Ueber-Brands can engage for idea development, planning, or execution support for client engagements as needed.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Interbrand: One of the world's largest brand consultancies offering brand strategy, naming, design, and valuation. Operates as a broad incumbent in the same brand strategy space as Ueber-Brands, with deeper resources and global offices.
• Wolff Olins: Global brand consultancy offering brand strategy, identity, and experience design. Comparable as an incumbent in the prestige/luxury brand strategy space, often working with Fortune 500 and luxury clients.
• Landor & Fitch: Global brand consulting and design firm with deep expertise in brand positioning, identity, and experience. Comparable as a wider portfolio player in prestige and luxury brand strategy, serving many of the same enterprise categories as Ueber-Brands.
• The Brand Union: Brand strategy and design consultancy (now part of Omnicom). Comparable as a wider portfolio brand strategy firm working with luxury, beauty, and CPG enterprise clients globally.
• Kantar (BrandZ): Global data and insights firm with a major brand strategy and brand valuation practice. Comparable through its brand research, consulting, and prestige-brand benchmarking services, though it operates at substantially larger scale with a data-led model.

Direct peers

• Siegel+Gale: Brand strategy, naming, and design consultancy focused on simplicity-driven brand experiences. Comparable as a methodology-led brand consultancy with published frameworks serving enterprise clients.
• Prophet: Growth and brand consultancy combining brand strategy with customer experience and business transformation. Comparable as a methodology-led boutique brand consultancy serving enterprise CPG, luxury, and consumer clients.
• Lippincott: Global brand strategy and design consultancy helping companies with brand positioning, identity, and corporate identity. Directly comparable as a premium brand strategy firm serving enterprise clients with methodology-driven brand elevation work, though at much larger scale.
• Elmwood: Brand design and strategy consultancy with deep CPG and retail expertise. Comparable as a boutique brand strategy firm with packaged frameworks and category-spanning client work.

Emerging players

• Pérez & Stihl: Boutique brand consultancy focused on brand strategy and positioning for ambitious challenger brands. Comparable as a smaller, founder-led brand strategy practice with a methodology-led approach to brand elevation.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCrz_k2w2ZjvQhbgmzEaJi3w
• LinkedInlinkedin.com/company/10216458
• Xx.com/UeberBrands

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Ueber-Brands