Purpose Archive - Markus Kramer
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What can we learn from the value systems underpinning the world of glitz and glamour? How do luxury brands create aspiration and desire - and how can we apply these branding principles to our own propositions?...

Strategic Brand Management in the 21st century - A perspective on brand desirability and consumer engagement @ Cass Business School in London...

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

Strategic Brand Management in the 21st century - A perspective on brand desirability and consumer engagement @ Brookes University in Oxford...

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 --- 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...

“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 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...

Speaking to finance professionals about what finance can learn from luxury, what the underlying, shared and transferable principles are and how correct 'translation' can yield better returns for any business....