Strategy Archive - Page 2 of 4 - Markus Kramer
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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...

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...

What is luxury really and what can we learn from it? A look behind the glitz and glamour for the International Superyacht Society with declined implicaitons for marketing and sales in particular....

“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...

Defining and shaping future brand strategy with senior marketing leaders and the executive team for Ferrari in Germany. From inisghts to tangible action in sales, marketing and distribution....

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...

Brand, Values, Strategy and Naming workshop jointly with the executive team of a Swiss/German based Fintech Startup. From Brains and Flipcharts to Businessplanning to Communications....

Taking MBA students on a masterclass journey into 21st century Brand Management; fusigin academic rigour and real world applicability thorugh case work....

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...

Defining a contextually relevant media strategy with gobal appeal. Conceptualizing together with the Henley & Partners global marketing team. Execution and delivery across multiple markets....

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...

Speaking to finance directors 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....