• December 16, 2011 will remain a memorable day – Dr. h.c. Gian Franco Kasper will be awarded the Best of the Alps® Award 2011

    BriefLetter Special - Issue 11/2011
    Dr. h.c. Gian Franco Kasper, President of the International Ski Federation (FIS) and member of the International Olympic Committee, received for his achievements in regard to sports and tourism the Best of the Alps® Award 2011 of the 12 Classic Mountain ...
  • With 80 chefs around the world

    BriefLetter - Issue 01/2012
    Süddeutsche Zeitung, Germany’s second largest daily newspaper recently published a report about the result of a strategy we developed years ago for the Swiss ski resort St. Moritz. In the tourism industry it is like it is in all other industries and in...
  • One billion are one thousand million

    BriefLetter - Issue 01/2012
    by Franz M. Schmid-Preissler„One billion are one thousand million“. - True. I was recently asked why I had mentioned that. My answer was that I got the impression that we have lost the feeling for billions and millions. What’s a billion, or ten or a...
  • Oh Karl!

    BriefLetter - Issue 12/2011
    When one reads or hears that Karl Lagerfeld, one of the very great in the world of fashion with lots of experience in many markets, wants to create a collection for those less well-heeled, one can only shake one’s head. One really has to wonder with wha...
  • Pop-ups and banners do not serve the management of brand profiles

    BriefLetter - Issue 12/2011
    Of course, we can no longer envision a world without internet. However, the euphoria with which the advertising industry is paying homage to the internet as medium of brand communication, is rather risky than entirely acceptable. The excitement with which...
  • Made in Europe

    BriefLetter - Issue 12/2011
    The EU Commission in Brussels is planning changes to the law in regard to the origin of goods. The origin of goods is currently in that country where the “last essential, economically justifiable processing” takes place. This principle shall be change...
  • "Where have the ten-year strategies gone?"

    BriefLetter - Issue 11/2011
    Franz M. Schmid-Preissler„Where are the ten-year strategies“, ask the authors of a recently published survey about the life expectancy of companies in light of the conclusion that strategies are assessed more and more often in regard to their short-te...
  • Lifestyle and Way of Life – The Pillars of Consumer Behavior?

    BriefLetter - Issue 11/2011
    Consumer behavior has been characterized since the beginning of the contemporary and modern change of values by two varied personal attitudes: ...
  • Private households budget anew

    BriefLetter - Issue 10/2011
    In companies, banks, at governments and international organizations, but also in private households there is talk about saving. The subject of savings is at the top of the agenda at discussions, keynote speeches and at conferences and of course it is one ...
  • Farewell from the luxury of the economic miracle years

    BriefLetter - Issue 10/2011
    by Franz M. Schmid-PreisslerIn the current business sections of the daily newspapers one can read just how successful the luxury goods industry is right now and in the same edition a few pages later one can read that the financial crisis and the political...
  • The necessity of ROI in communications gives a new meaning to brand equity

    BriefLetter Special - Issue 10/2011
    The return-on-investment in marketing and communications is next to the integration of social networks into the marketing strategy the one central topic of the future, the key result of the Innovation Day 2011, which took place in Munich recently. ...
  • The new top level domains

    BriefLetter Special - Issue 09/2011
    Since Icann, the central office for awarding top level domains (TDL) has freed the way (at least theoretically) in June of 2011, to place any arbitrary name as top level domain, the race for dotbrand, dotshop and dotcity is going full speed ahead. ...
  • Social web communication forces new communications policy on businesses

    BriefLetter Special - Issue 08/2011
    Ever since the latest since fan figures for leading brands on Facebook have partially moved into the high two-digit million range, it is undisputed that social web communication has to become an inherent part of brand communication on a global marketing p...
  • FIS*-President Dr. h.c. Gian Franco Kasper is the Laureate of the Best of the Alps® Award 2011

    BriefLetter - Issue 08/2011
    Best of the Alps®, the union of the twelve market-leading classic tourism destinations in the European Alps: Chamonix Mont-Blanc, Cortina d’Ampezzo, Davos-Klosters, Garmisch-Partenkirchen, Grindelwald, Kitzbühel, Lech Zürs am Arlberg, Megéve, St. An...
  • Badge Engineering

    BriefLetter - Issue 09/2011
    Badge Engineering is more or less false labeling, which we generously overlook as long as it pertains really only to the labeling of a product without engaging a brand and its value. This started relatively harmlessly in the automotive industry. Car manuf...
  • Is there a link between brand loyalty and religiousness?

    BriefLetter - Issue 09/2011
    A commentary by Franz M. Schmid-Preissler in regard to the article published in Handelsblatt on July 12, 2011 by Hans Christian Müller „MARKEN ALS RELIGION: Das Apple-unser“In our BriefLetter essay from July, we spoke of traditionally formed targe...
  • Is the lost Olympia Candidacy 2018 worth the tears?

    BriefLetter - Issue 08/2011
    The Munich Olympia Candidacy 2018 lost to Pyeongchang/South Korea in a 25:63 vote. After the official announcement of the winner there were tears behind cameras, questions upon questions, how it could come to that decision. ...
  • Profit maximization – a meaningful corporate objective?

    BriefLetter Special - Issue 07/2011
    If you ask at a company, what the corporate objective is, in general they will name profit and liquidity as the main focal points. Because they are commonly seen as an obligatory condition for persisting as commercial enterprise. Success characteristics s...
  • Community instead of target group

    BriefLetter - Issue 07/2011
    In market research select socio-demographic data is used to standardize certain target groups. Age, education, career, marital status, residence, income and similar selection criteria form the basis of the target groups to be determined. With the result t...
  • Design! What actually is it?

    BriefLetter - Issue 07/2011
    Franz M. Schmid-Preissler„Design! What actually is it?“ Stupid question, everybody knows the answer and yet I am always enlightened quickly and comprehensively. And I am surprised about many of the answers. If all of those being in charge of design re...
SchmidPreissler SchmidPreissler Strategy Consultants

Specialized in consumer goods related industries, trade and investments.

Independent and personal.

Creative and innovative strategies through intellectual approach: For excellent business results.

Brand equity enforcement and performance, corporate and product brand strategies.

Proven Business Tools:

The Waisted Rectangle©,
the new perception of the consumer market for demand and supply

The 7-Elements-Definition©
of a brand

The ”Enlightened” Consumer©
as target community

The BrandEquity + Performance Program©

The Holistic Corporate Communication Concept©

Special consultancy subjects:

Creating strategic alliances
brand diffusion
joint ventures
mergers & acqusitions

The Waisted Rectangle©


Editor: Dipl. Soz. Maximiliana Schürrle

SchmidPreissler International Strategy Consultants GmbH
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Burgstallerstr. 6
D 83703 Gmund am Tegernsee