• The next BriefLetter edition will be published on 2 September 2013

    BriefLetter - Issue 07/2013
    Until then we wish all of our readers a beautiful summer and relaxing holidays!...
  • 12.000 readers in 83 countries make BriefLetter the most-read publication in the segment of strategic branding, globally.

    BriefLetter - Issue 07/2013
    Franz Maximilian Schmid-Preissler We are pleased with so many readers because we can assume that more and more companies and professional managements are conducting their brand strategy from a long-term point of view and share our conviction, that brands...
  • Multi Channel Retailing and more!

    BriefLetter - Issue 07/2013
    A report from this year’s World Department Store Forum by Franz M. Schmid-PreisslerThe leading department stores of the world meet once every year to discuss the future prospects. In 2013 the forum took place in Istanbul. It was impressive what there wa...
  • Andrew Jennings and the Death of the German Karstadt Group

    BriefLetter Special - Issue 05/2013
    A commentary by Franz M. Schmid-PreisslerIt has been apparent at least since the World Department Store Forum 2013 in Istanbul in May, that Mr. Jennings was going to leave Karstadt. In Istanbul he changed his originally planned topic of his talk from that...
  • Build where you sell

    BriefLetter - Issue 06/2013
    The realization that production and point of sale should be as close together as possible is not new. What has been occasionally depicted as new marketing knowledge is a hundred and more years old. Siemens, just to give an example, already created product...
  • Change and Rupture

    BriefLetter - Issue 06/2013
    In our Synesis 2003 in the chapter Change and Rupture we wrote our assessment of what society and economy were to expect in the past decade. During a time where the impact of the terrorist attacks from September 9, 2001 in New York could still be felt on ...
  • China - a temporary market.

    BriefLetter - Issue 06/2013
    Franz M. Schmid-PreisslerWe are developing strategies for new markets and in doing so we have discovered, time and again, that the wish of our clients to conquer the Chinese market is still a first priority. And rightfully so! Even if the Chinese gross na...
  • BriefLetter – Issue 6/2013 China - ein Markt auf Zeit

    BriefLetter - Issue 05/2015
    In einem Beitrag in unserem BriefLetter – Issue 6/2013, „China - ein Markt auf Zeit“, haben wir schon sehr früh darauf hingewiesen, dass auch in China die Bäume nicht in den Himmel wachsen. Zum Nachlesen veröffentlichen wir den Artikel noch einma...
  • Where is your brand positioned in the SchmidPreissler model Waisted Rectangle©?

    BriefLetter - Issue 05/2013
    We prepare brand-positioning images for national, international and global markets.In consultation with you we prepare suitable approaches and offer promising strategies. We are available to answer your individual questions. More in regard to services and...
  • The Premium Economy Segment in the Waisted Rectangle©

    BriefLetter - Issue 05/2013
    The Premium Economy segment is one of the four segments shaping the SchmidPreissler view of the consumer goods markets. We call it the Waisted Rectangle©. We developed the picture of this model in the 1980’s and 1990’s. Decisively shaped through the ...
  • World´s Top Tourism Spenders - The Chinese are coming.

    BriefLetter - Issue 05/2013
    In the recently published report by the UNWTO ( World Tourism Organization) in April of 2013 a change at the top of the list of the 15 World’s Top Tourism Spenders took place. China has advanced to spot number 1 and has relegated Germany to spot number ...
  • A product without a brand is faceless and substitutable

    BriefLetter - Issue 04/2013
    Of course a product needs a name or description, a tag that serves as kind of a substitute for a brand - called label. A long time before industrially packed goods were known, good merchandise was associated with the store it was bought at. ...
  • "Luxury is something not affordable but afforded nonetheless"

    BriefLetter - Issue 04/2013
  • Recommended Reading: „Glück und seine Bedeutung für die Wirtschaft“

    BriefLetter - Issue 04/2013
    Author: Prof. Dr. Wilhelm SchmidTopic: Economy and ethics, businesses of tomorrowRHI-Essay, 2013, published by Roman Herzog Institut, named after the former Federal President Prof. Dr. Roman Herzog.Send request to:
  • In the future Lufthansa is working according to the Waisted Rectangle©, the SchmidPreissler model of the market

    BriefLetter - Issue 04/2013
    At the International Tourism Fair ITB in Berlin in March, Lufthansa introduced its new concept. As of 2014 Lufthansa is changing its class structure. Lufthansa is introducing a Premium Economy class and is dividing first class into the Excellence/High End...
  • Are Olympic Games still contemporary?

    BriefLetter - Issue 04/2013
    Representatives responsible for the welfare of the community regularly scrutinize whether or not it is still suitable in modern times to host Olympic Games. Recently, 53 percent of voters in the Swiss canton Grisons voted against the proposal for Olympic ...
  • Corporate Business Principles – Where does that leave the brand?

    BriefLetter Special - Issue 04/2013
    In their corporate business principles many companies nowadays commit to a focus on customers, to employees as a resource, to treating the environment ecologically, to an ethically and logically impeccable handling of suppliers and other partners on the m...
  • PRIMARK and the social market economy

    BriefLetter - Issue 03/2013
    Franz M. Schmid-PreisslerOnly rarely do we mention a name in BriefLetter. In this article, where I mention the suspicion of greed for economic success at the expense of the poorest among the poor in this world, I will give a name: PRIMARK. ...
  • The monetary brand equity of service brands

    BriefLetter Special - Issue 03/2013
    We will not tire to mention that brands nowadays are in many cases the most valuable asset of a company portfolio. As the study „Brand Study 2012“, compiled by the audit committee and consultancy PricewaterhouseCoopers (PwC) in co-operation with Profe...
  • Be yourself!

    BriefLetter - Issue 03/2013
    Businesses spend a lot of money to find out how they are viewed and judged in the market. In principle it is correct and significant to get an idea how one’s own company with products and brands are seen and assessed in the market, also in comparison wi...
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