stuck in quicksand someone lending a hand

#Stuck in quicksand someone lending a hand download

His grandfather and great-grandfather were traditional Chinese doctors. After some time of meditation, reflection and study, Ah (aka Chiang) decided to change direction and find his way back to where his ancestors had left off. He couldn’t take the stress anymore and he couldn’t stand the way the products he advertised were made. It all started in 2005 with ad agency executive Ah Yuan suffering from serious burn-out. The terraces are remnants of stone quarries, as the Yuan Soap export director explained, and have now been converted to supply the mostly indigenous herbs that are key ingredients for Yuan’s products. Nevertheless, our visiting party stood in awe of the beauty: multiple paddy terraces fenced in by large stone boulders and framed by wild forests and streams cascading down into the valley with a loud roar. It was a raining heavily and only plastic bags over our shoes kept the mud from seeping in. And along with his coauthor, Wolfgang Shaefer, they write a regular blog about branding here: Ueber-Brand blog.Ī few years ago I was standing in the middle of field in YangMingShan National Park in Taiwan, looking at my shoes and telling my co-author buddy Wolfgang Schaefer that It might have been a ‘muddy mistake’ asking these people from ‘Yuan Soap’ to ‘tell us’ about their brand. You can find his book online or in bookstores now. But it doesn’t do justice to listening to JP tell the whole story, and explain how Yuan soap successfully delivers on all 5 of the lessons above. If you’re in a hurry, a brief snippet from his book below describes that moment in the Taiwan paddy field. All of this leads to the creating of a myth or legend that is at the same time true yet mystifies the brand.What he calls “Unselling” as opposed to advertising.Storytelling that mission, versus pushing benefits of your product.

Genuinely and authentically living that mission.To him, that experience exemplifies much of what prestige branding done right looks like.Īfter sharing his story, JP explained the lessons for marketers, including the importance of: He shared an unexpectedly touching experience he had with a brand of soap in the middle of a muddy paddy field in Taiwan.

Kuehlwein, marketing expert and author of the new book, Rethinking Prestige Branding: Secrets of the Ueber-Brands.

#Stuck in quicksand someone lending a hand download

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