• Brand Marketing Investments and Expenditures are not a Present of Controlling

    BriefLetter - Issue 13/2010
    Brand marketing investments and expenditures, especially investments and expenditures into communications are only too often seen as mere budget positions which can be discontinued according to profit situation or profit assessment. And in the course of t...
  • Brand Diffusion instead of Brand Licensing

    BriefLetter - Issue 13/2010
    We use the opportunities provided by forming strategic alliances in the area of brand diffusion in order to introduce new content, processes and quality to the traditional relationship between brand owners and brand rights holders and to establish a new u...
  • Happy days are back again!

    BriefLetter - Issue 12/2010
    According to media reports the inclination to buy has returned among consumers. Industry and retail announced good numbers and a gratifying receipt of orders. Louis Vuitton is currently closing its stores one hour earlier, in order to cool down the franti...
  • Made in France

    BriefLetter - Issue 12/2010
    France wants to support its national industry, which by means of the seal of approval „Made in France“ is to receive a special quality certificate. ...
  • Coca Cola – the most valuable brand in the world

    BriefLetter - Issue 12/2010
    An American research company publishes annually a list of the ascertained brand equity. ...
  • Siegmund Warburg

    BriefLetter - Issue 11/2010
    His Lives and TimeNiall Ferguson wrote a significant biography of Siegmund Warburg. On page 233 you will find a most interesting quotation from Siegmund Warburg: On page 233 you will find a most interesting quotation from Siegmund Warburg: "The reputation...
  • Restructuring of Marketing and Distribution.

    BriefLetter - Issue 11/2010
    Restructuring is on everyone’s lips. Restructuring, reorganizing, repositioning, programs to support sustainability and many other headlines are above savings and cost cutting programs. Only two segments are in general more or less excluded, because it...
  • Hermès Paris made and sold in China. Shang Xia, the new brand of the global company Hermès.

    BriefLetter - Issue 11/2010
    What news! Hermès is planting a tree in China. Hermès is coupling its own values - which the company has made the center of its creative work for the past six generations, even during times when these weren’t in vogue such as the pursuit of perfection...
  • A new luxury quality

    BriefLetter - Issue 10/2010
    If you believe recent accounts in the media, then luxury is back. Happy days are back again, one could think. However, is that really the continuance of the luxury from days gone by or is this misleading and there is actually sprouting something new? ...
  • The tourism industry turns guests into consumers

    BriefLetter - Issue 10/2010
    Since flying really isn’t a pleasant experience anymore and last-minute offers have lost their allure, natural disasters and political unrest are escalating in many parts of the world, Europeans are increasingly looking for recreation on their own conti...
  • To be or to appear. That is the question now!

    BriefLetter - Issue 09/2010
    The restart after the break at the end of this 50 year exceptional period, requires an examination of the value of a business, especially which efforts have been made by a business in order to determine this value for the future of the business. ...
  • Li & Fung research informs: China is now the luxury market number one.

    BriefLetter - Issue 09/2010
    For China, we say this is excellent, since it shows that the country has moved up with flying colors from the Third World via the Second World into the First World with the efforts and diligence of its people. China is on the home stretch. ...
  • What is important for designers of brand products in order to be successful?

    BriefLetter - Issue 08/2010
    We are often asked this question. The twelve cardinal principles of designers developed by us form the basis of our work in our workshops and with designers. ...
  • Does hierarchy play a dangerous role in a company?

    BriefLetter - Issue 08/2010
    Nowadays, thinking and acting hierarchically are anachronisms which cost a company a lot of money. How many good ideas can still make their way through the “authorities”? How high are the friction losses, how much motivation has been stalled, how much...
  • Liabilities and populist economization – a patent remedy?

    BriefLetter - Issue 07/2010
    The advice to incur debts in order to boost the economy and the idea to reduce debts through economization should be given with the utmost caution. Basically, that is true, but only basically. Also, the consideration to be able to limit both measures thro...
  • More discipline, please!

    BriefLetter - Issue 07/2010
    An excess of freedom often obliterates the grasp of discipline and opens the floodgates to a dangerous loss of professionalism. Noncommittalism, carelessness, ignorance, callousness, volatility and increasingly even irresponsibility are shaping the operat...
  • Independence of classic brands from the retail market

    BriefLetter - Issue 06/2010
    Our concept of a selective distribution and a re-evaluation of the distribution channels is becoming more and more the focal point of those in charge of brand and company positioning on the market, and dealing with the development of new markets and the c...
  • Nespresso, what else? The rediscovery of the coffee treat.

    BriefLetter - Issue 06/2010
    For years coffee consumption rose and the purchase of roasted coffee was considered fulfillment of demand. In other words, “quantity up –price down”. Recently, coffee consumers in Germany only paid 3 Euro for 500 grams coffee of a brand leader. One ...
  • The maltreated star

    BriefLetter - Issue 06/2010
    A personal BriefLetter from Franz M. Schmid-Preissler:For the past ten years the former German model company Daimler AG has been tumbling from one crisis to the next. Without doubt there were always men at work who only had the best in mind for the compan...
  • Toyota and more.

    BriefLetter - Issue 05/2010
    While news about constantly increasing numbers of Toyotas and cars of other manufacturers recalled into shops come thick and fast and all kinds of technical reasons are discussed publically, the pivotal question, what is going awry with the economy overal...
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