• "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...
  • Brand Equity and Brand Marketing

    BriefLetter Special - Issue 06/2011
    “An anthology of the status of marketing in today’s organizations reveals that marketing is in deep trouble“, is the conclusion of the two scientists Peter Verhoef and Peter Leeflang, which they reached in their recently published contribution to th...
  • Mentor Minister

    BriefLetter - Issue 06/2011
        By Franz M. Schmid-PreisslerWe like to speak about politicians being well advised to learn from entrepreneurs, in all segments. Recently I read in a German newspaper that the founder of Singapore, Lee Kuan Yew, is retiring to his private life at th...
  • Wake up, Europe!

    BriefLetter - Issue 06/2011
    Of course, it is very impressive how the people specifically in Asia with rapidly increasing purchasing power jump at European consumer goods and the sales figures of the marketers are almost exploding. We call them intentionally marketers, because many o...
  • Last Minute!

    BriefLetter - Issue 06/2011
    Who does not know this concept from the world of travel and vacation? One usually thinks of a reasonable price or a huge rebate, in any case one thinks of a real bargain. However, last minute also follows us more and more often to the workplace and into c...
  • Loving brands also means working hard for them

    BriefLetter - Issue 05/2011
    Thoughts by Franz M. Schmid-PreisslerThis is equivalent to saying: No pains, no gains. The perception to simply put money into the advertising budget in order to turn a name into a brand is as wrong as the widespread opinion that if advertising isn’t ...
  • Brand success and the associated increase in brand equity require interdisciplinary reasoning

    BriefLetter Special - Issue 05/2011
    German companies are still often so proud of their engineering skills, that the marketing department is viewed more or less as ‘originator of costs’, whose competence is limited to the development of brochures and special interest advertising and resp...
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
The Lion's House
Burgstallerstr. 6
D 83703 Gmund am Tegernsee