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Brand leadership requires strong organizational roots |
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BriefLetter Special -
Issue 01/2012
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That a brand nowadays is in general the central value creation factor is accepted to a large extent. However, during the implementation often a shortened and one-dimensional understanding of what a brand is shows: A brand is marketing. |
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With 80 chefs around the world |
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BriefLetter -
Issue 01/2012
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Süddeutsche Zeitung, Germany’s second largest daily newspaper recently published a report about the result of a strategy we developed years ago for the Swiss ski resort St. Moritz. In the tourism industry it is like it is in all other industries and in life too: There is a constant back and forth, up and down. Several years ago the ski resort St. Moritz was in a rather difficult situation, in regard to image. At the time there was a series of structural problems. Aged palatial hotels, an infra structure in need of an overhaul, a sudden withdrawal of the gentlemen of the world who shaped the “Playboy” generation, a jetset that all of a sudden didn’t want to be seen in glossy society magazines anymore and last but not least a lack of culture when it comes to food and drinks. |
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One billion are one thousand million |
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BriefLetter -
Issue 01/2012
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by Franz M. Schmid-Preissler „One billion are one thousand million“. - True. I was recently asked why I had mentioned that. My answer was that I got the impression that we have lost the feeling for billions and millions. What’s a billion, or ten or a hundred? The financial crisis we are experiencing globally demonstrates in an alarming fashion that the people, or better we all have lost our grasp of numbers. |
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BriefLetter -
Issue 12/2011
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The EU Commission in Brussels is planning changes to the law in regard to the origin of goods. The origin of goods is currently in that country where the “last essential, economically justifiable processing” takes place. This principle shall be changed to that effect that instead the value of the vendor parts delivered from abroad shall determine the standard of the goods. |
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