Latest Thinking - Markus Kramer
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Latest Thinking

Published in the Journal of Brand Strategy 2017 Volume 6 Number 1 --- Abstract Navigating towards a substantially better future requires a balanced commitment of long-term vision and strategic decision making. In order for a brand to navigate towards a future where it thrives rather...

I feel privileged to be working with some fascinating brands and their teams not just on articulating their brand propositions (strategy), but also on the plans and actions to get these heard (tactics). It is the combination of both that provides depth,...

Tesla just overtook Ford Motor Company in market value. Or in other words, a company that is barely a decade old and sells 26’000 cars a year is worth more than a century old company finding every year more than 3.6 million...

When will we finally let go of the steering wheel? When will the first drone cars take off ? Markus Kramer was invited to contribute to this years Geneva Car Show Edition of GIMS - and embarks on a fictional journey through...

Brand & Communication Prognosis 2017:  Thank you to the many of you who have given a little bit of their valuable time to complete my short “Brand Impact 2017” survey over the festive season - Happy New Year! Cutting to the chase: what's...

The name of the game is Snapchatization or indeed and perhaps even better: Snap-Ability. At this stage, there are three pivotal questions that need to be raised: Why is it important for marketers, brand managers and entrepreneurs to understand the Snapchatization effect...

Analyzing brand strategy is sometimes confused with analyzing the company. Over the past year, I had the pleasure of engaging with arguably the world’s most iconic manufacturer of sports cars: Ferrari! It is, I believe, worthwhile contemplating some of the core branding...

“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 (not just for luxury customers), 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...

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...