• Thoughts on the views of monetary brand evaluation

    BriefLetter Special - Issue 02/2013
    Today there is no doubt about the fact that the evaluation of immaterial assets – especially that of brands – is of prime importance. On the one hand, because companies increasingly measure the results achieved with economic activities and would like ...
  • R & D in… “ instead of „Made in… “

    BriefLetter - Issue 02/2013
    „Made in Germany, Made in Switzerland and so on used to be a seal of quality for first rate manufacturing efficiency in the days of yore. Till this day a myriad of companies profit from being perceived as German, Swiss, French or British, due to their l...
  • Avoid the center – this recommendation applies more than ever in the future

    BriefLetter - Issue 02/2013
    For a long time the center used to be kind of a comfort zone where companies were able to position themselves securely in the truest sense of the word between the two market segments for price-driven brands and products on one hand and prestige-driven bra...
  • 2013

    BriefLetter - Issue 01/2013
    Did you spend time reading your yearly horoscope for the year 2013? Or did you think about what it was the politicians were trying to say in their speeches at the turn of the year? Or did you look over your minutes for the strategies of the year 2013 one ...
  • Brands need maintenance in order to keep and enhance their value

    BriefLetter Special - Issue 01/2013
    As the Pricewaterhause Coopers AG "Brand Survey 2012" shows, the strength of  brands has increased over the past few years, despite all prophecies to the contrary. Equipped with tangible benefits and a strong emotional added value, the brand enjoys - tod...
  • Swiss bank representatives discovered: An increase in efficiency alone does not ensure survival!

    BriefLetter - Issue 01/2013
    Such a clear position deserves attention. Is it not true that companies often explain problems relating to profitability very quickly with insufficient efficiency, too high costs, too low prices, rigid wholesale prices of retail and merciless competition?...
  • What if Americans were to become “rich“ again?

    BriefLetter - Issue 11/2012
    America is soon set to become the world’s largest producer of oil and gas. The International Agency sees the USA ahead of Saudi Arabia and Russia as early as 2017. This would be good news for the whole world, provided, of course, that America handles th...
  • Too much money for customer acquisition, too little for the upkeep of customer relations

    BriefLetter - Issue 11/2012
    Especially during the last weeks of the year we read and hear a lot about the marketing and communication plans of industry and commerce for the year to come. And it’s our impression that simply too much money is being spent on customer acquisition in r...
  • The brand as an element of managing business perspectives in the perception of the market player

    BriefLetter Special - Issue 09/2012
    As Edson W. Spencer, the former Chairman of Honeywell Inc., once stated, “It takes years to build a good business reputation, but one false move can destroy that reputation over night.” Over the past few months this has happened to several businesses,...
  • An automobile for ‘the people’ by VW

    BriefLetter - Issue 10/2012
    Franz M. Schmid-PreisslerThe news that VW is planning on marketing an automobile for the people in the near future, meaning a utility vehicle for daily use, is enjoyable. ...
  • Do we still have to distinguish between domestic and foreign markets?

    BriefLetter - Issue 10/2012
    We are of the opinion, that there is little sense in such a differentiation! Even though entrepreneurs often still distinguish between domestic and foreign markets and respective organizational structures. ...
  • A quote from Franz M. Schmid-Preissler

    BriefLetter - Issue 10/2012
    Numbers express results. The path to these results is by way of knowledge, experience and a calculated willingness to take risks. This is why plans should not be composed of numbers. F.M. Schmid-Preissler...
  • A quote from F. M. Schmid-Preissler:

    BriefLetter - Issue 09/2012
     Do the impossible things, because the possible are already done by someone else!F. M. Schmid-Preissler...
  • E-commerce, yes but …!

    BriefLetter - Issue 09/2012
    The internet has changed the world in a similar way as the step into the age of automobiles. The internet is our constant companion. Our work and the associated time consuming processes can often no longer be handled efficiently without the flexibility an...
  • EU—commission contemplating new tightening of regulations in regard to the sale of cigarettes.

    BriefLetter - Issue 09/2012
    Franz M. Schmid-Preissler Us Europeans, we are used to quite a lot in regard to creativity and solicitude of the Brussels EU-commissions. After all, it all happens for our benefit. The brand images on packets of cigarettes are supposed to disappear, produ...
  • Value enhancing corporate governance starts with brand equity

    BriefLetter Special - Issue 08/2012
    A recently published poll by online job exchange Stepstone shows that not even every second employee (44 percent) accurately knows the stock price of his/her employer for 2012. While approximately one third (33 percent) are not aware of the corporate goal...
  • We need a new consumer culture or inflation will devour our prosperity and make the poorest of the world even poorer. We have to make a decision.

    BriefLetter - Issue 08/2012
    By F.M. Schmid-PreisslerIf we really want to turn around the situation we live in, which people label either as economic or financial crisis, then we have to address the root of the problem and introduce a new consumer culture globally. Yes, at the end of...
  • China, the promised land

    BriefLetter - Issue 08/2012
    We can indeed assume that sales prospects for manufacturers of consumer goods of industrial nations are increasing considerably over the coming decade for their products in BRICS countries (40% of the world’s population live in BRICS countries, altogeth...
  • “Rule of Reason“ – if there only were such a thing.... A preface to our Summer Edition

    BriefLetter - Issue 07/2012
    By Franz M. Schmid-PreisslerIt is not the latest discovery that most questions could be solved with the use of some common sense. But I was reminded of it recently, especially considering the three following topics and the used arguments. ...
  • Brand equity and risk management

    BriefLetter Special - Issue 07/2012
    The topic risk management was long thought to be a topic that mainly pertained to credit and insurance industries. In the face of a stumbling world economy, the volatility of commodities prices, the Euro crisis and similar, many are taking measures to min...
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