JP Kuehlwein
Adjunct Assistant Professor of Marketing at Columbia Business School
Biography
Columbia Business School
JP Kuehlwein is principal at Ueber-Brands Consulting, advising large CPG groups and start-ups, alike, on brand strategy and execution – brand elevation, in particular. He previously was Executive VP at Frédéric Fekkai, a prestige hair care business and held Brand Director and Director of Strategy positions at Procter & Gamble. His broad marketing and management experience include developing a strategy for the world’s leading detergent, creating a new-to-the-world food storage solution, introducing the disposable diapers category in India, designing a premium skin care brand in China and turning around a Prestige business in the US. He was also on the board of Smith & Norbu, a luxury eyewear start-up in Hong Kong.
JP holds bachelor degrees in Business from the Ecole Supérieure de Commerce, Reims (France) and University of Reutlingen (Germany) and a postgraduate diploma in Business Analysis from Lancaster University (UK). JP teaches brand strategy at NYU Stern School of Business and Columbia Business School and is on the advisory board of the Cosmetics and Fragrances Marketing and Management Master's Program at the Fashion Institute of Technology (FIT). He is also a Senior Fellow and Leader of the Marketing Institute at The Conference Board. His work has won numerous internal and external Marketing and Advertising awards and he was named “International Marketer of the Year 2016” by The Internationalist and US Association of National Advertisers.
JP has co-authored the book “Rethinking Prestige Branding – Secrets of the Ueber-Brands” (Kogan Page, 2015) with Wolfgang Schaefer and “Brand Elevation – Lessons in Ueber-Branding” (Kogan Page, 2021).
Videos
Introduction to FITs Master Certificate in 'Luxury and Lifestyle Brand Strategy'
Prestige branding: balancing inclusion & exclusion | Wolfgang Schaefer & JP Kuehlwein
INBOUND 2016: JP Kuehlwein "To Make Your Brand Priceless: Storytelling is Good But Myth is Magic"
'Harnessing A Crisis To Elevate A Brand' - JP Kuehlwein, LVMH-Singapore Management University talk
Ueber-Branding - The Need to Balance Exclusivity And Inclusiveness
JP Kuehlwein, Procter & Gamble @ Fifteen Seconds Festival 2017
JP Kuehlwein Ben & Jerry's
Why and How of Segment and Target a Brand?
Mumbrella360: Mission, Myth and Truth - JP Kuehlwein - keynote
UN-Selling: How Ueber-Brands Seduce Us (and celebrities)
Columbia Business School - Premium Brand Strategy - Course Overview by JP Kuehlwein
Beyond Stories: Reasons To Believe In
JP Kuehlwein Podcast
Mumbrella 360: Keynote: Mission, Myth and Truth – Making your brand priceless - JP Kuehlwein
How Perform a Brand Strategy Audit
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