• 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...
  • 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...
  • 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?...
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