Purpose Archive - Markus Kramer
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Strategic Brand Management in the 21st century - A perspective on brand desirability and consumer engagement @ the Cass MBA Symposium in London...

Brand Purpose: The Navigational Code for Growth Navigating towards a substantially better future requires a balanced commitment to long-term vision and strategic decision-making....

What is Brand Purpose and why is it inseparable from future success? I am pleased that the international Journey of Brand Strategy is publishing my article in the upcoming and first 2017 edition!...

Published in the Journal of Brand Strategy 2017 Volume 6 Number 1 ---AbstractNavigating 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...

“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...

Note: first written for and published in Brand Quarterly Global Edition Jul 15How 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...