Latest Thinking - Markus Kramer
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Latest Thinking

Der Marktwert von Tesla hat vor Kurzem denjenigen der Ford Motor Company überholt. Oder anders ausgedrückt: Ein Unternehmen, das kaum ein Jahrzehnt alt ist und 26.000 Autos pro Jahr verkauft, ist mehr Wert als ein Jahrhundert-altes Unternehmen, das jedes Jahr mehr als 3,6...

Wann geben wir das Lenkrad endgültig aus der Hand? Wann heben die ersten Drohnenautos ab? Markus Kramer wurde eingeladen im Rahmen des  Autosalons in Genf (Geneva International Motor Show) eine eine fiktive Zeitreise zu machen. (ursprünglich publiziert im Print-Format als Teil der 'Geneva...

Strategische Marken & Kommunikations-Prognose: Vielen Dank an alle, welche über die Festtage ein wenig ihrer wertvollen Zeit für meine kurze "Brand Impact 2017" Umfrage zur Verfügung gestellt haben – ich wünschen einen super Start ins Neue Jahr! Auf den Punkt: was bringt 2017? Die Herausforderungen eines...

Snapchatization – oder vielleicht sogar noch treffender: Snap-barkeit oder eben Snap-ability. Zum aktuellen Zeitpunkt gibt es drei zentrale Fragen, die gestellt werden müssen: Warum ist es für Vermarkter, Markenmanager und Unternehmer wichtig, die Auswirkungen von Snapchatization auf den Medienkonsum zu verstehen? Was...

Markenstrategie mit Turbolader: Die Analyse einer Marke wird manchmal mit der Analyse des Unternehmens verwechselt. Vor kurzem hatte ich die Ehre mit dem wahrscheinlich ikonischsten Hersteller von schnellen Sportwagen zu arbeiten: Ferrari! Ich glaube es ist lohnenswert, sich zu Kernprinzipien der Markenbildung mit...

“Some people think luxury is the opposite of poverty. It is not. It is the opposite of vulgarity.” - Coco Chanel In an ever more connected world it is evident that we are succeeding in boosting the quantity and speed of connections. However, it...

Conventional marketers are measuring the right things with the wrong measurement instruments. The severe addiction of judging performance by traffic, ratings, online engagement percentages, followers and conversion rates is becoming almost preposterous. The management consultant and one of the greatest statisticians of...

Looking at the fleeting pace of 21st century business models, luxury represents a stark contrast. Timeless, enduring, always striving for penultimate quality, sophistication and  differentiation at the cost of being polarizing. The principles that underpin the very notion of luxury have a...

When exploring what drives change, it is often helpful to adopt an outside perspective. What provides the strategic canvas when looking at broader shifts on how customer, brands and their propositions evolve? One such approach is to take a seat in a...

Up and Onwards to a Year of Greatness! Take a look past the operational implications of taking your brand digital, social and mobile. Beyond the aspects of continuing to build Omni channel mechanics, organizational alignment and marketing effectiveness. We are all fully into...

Note: first written for and published in Brand Quarterly Global Edition Jul 15 How come a 6-year old company offering on-demand car service (if you haven’t heard of them, they go by the name of Uber) can be worth $40 billion? And why...

The great Greek philosophers put the meaning of life over everything else - from which all doing would draw value and utility. For businesses, value and meaning were once simple concepts, contained in the practical aspects of a product. A formula where...

Based on concepts as old as humanity itself, luxury represents the discipline of branding in its finest essence and stands true at the pinnacle of differentiation. It is the antidote of commoditization. The intangibles within luxury are powerful drivers of growth, generating...

'Get our credit card and we’ll give you free ‘Concierge’ service; sign up for our premium bank account and we’ll help you arrange your life beautifully, buy a VERTU and concierge comes for free … and if you’re in the US, buy...

What makes for good leadership? There are as many books as there are opinions on this topic. One way to look at this question is to look at industries and areas that are doing something right. So why look at Luxury as...

Hold your breath: Marketing is approaching its end of days – and fast. So at least predict a many contemporary thinkers. But is it - really? The discipline is in transformation – always has been and will forever be - but a...

Everyone talks about Purpose these days. Why so and what do we mean by it? Dr Steve Peters* offers a great summary “Without a sense of purpose, the Human lacks direction and meaning of life”. Although this is against the context of...

So you have a territory of differentiation. But more often than not, you won’t be alone. In fact chances are that your segment is heavily commoditized – unless you are a luxury brand, of course. Why should this be of interest? Let me...

Hundreds, thousands or even millions of valuable ‘customer relationships’ all neatly organised and stored in a single centric customer database, just sitting there to be tapped into and used for the benefit of squeezing more money out of customers – and of...

Surprisingly perhaps, marketing is a relatively nascent discipline in luxury companies. While the value of ‘brand’ is highly recognised, of course, the level of marketing sophistication behind the scenes has not been high on the agenda of executives until recently. Hermes, for...