Masterclass hosted for a Lancaster University alumni and student audience on 16 March 2021.

Brand experts JP Kuehlwein and Wolf Schaefer talk about the three essential phases in creating an elevated brand proposition - Dreaming, Doing and Daring - and what ‘Ueber-Brands’ do differently to be admired and desired. With introduction and facilitation by Dr Jekaterina Rindt, LUMS Lecturer in Marketing.