Filter  MonthJanFebMarAprMayJunJulAugSepOctNovDec Year200420052006200720082009 5101520253050100All Filter

• The ‚lost center’ is dead.

  BriefLetter - Issue 01/2004
  For almost a quarter of a century the middle of the market was a big topic. Mostly praised as being the position on the market which offers nothing but advantages for manufacturer, retail and the consumer. Maybe some even found their success, their cozy c...

• Brand Diffusion and the License and Image Transfer Alternative

  BriefLetter - Issue 02/2004
  Licensing MarketingDuring the past two decades many enterprises have entrusted their brands to other enterprises for their products without brand names on the basis of licensing agreements. Usually in return for payment as well as for advertising and prom...

• The Premium Economy Segment in the Waisted Rectangle©

  BriefLetter - Issue 03/2004
  The Waisted Rectangle©, SchmidPreissler’s view of the market for consumer goods in the First World; has two market segments, the alpha- and the omega segments, where products for the satisfaction of wants (ά) and needs (Ω) are placed. Luxury- and pre...

• The Consumer Goods Marketing in the 21st Century

  BriefLetter - Issue 04/2004
  Knowledge means power. More and more people are influenced by knowledge. Not only in the First World. This is why we speak of the knowledge society. To be part of it means to be less interested in groups, to see yourselfoneself in the center, to discover ...

• Price Wars

  BriefLetter - Issue 05/2004
  Do price wars and fights for more favorable conditions endanger the brands and products for which they stand?The severity with which these wars are being fought in all markets and branches for the favor of the customer is unparalleled. Rebates, net cost a...

• „Jürgen Schrempp’s Global Inc. failed“

  BriefLetter - Issue 06/2004
  In these days, this can be read in all the gazettes of the world. This man, who took off to build a Global Inc. Networks of production sites and sales organizations with a bouquet of brands in their supply. He was elated to build right outside of the gate...

• Brands as Guarantor

  BriefLetter - Issue 06/2004
  SchmidPreissler is answering the ‚Handelsblatt’ regarding the article ‚Customers weary of consumption are refusing to buy’, published on December 30th, 2003:Brands are no guarantors for what people are increasingly looking for, namely an identity....

• German Retail Trade

  BriefLetter - Issue 07/2004
  For years, the German retail trade has been leading itself into a catastrophe. A few exceptions confirm the rule.For more than 10 years the German retail trade has produced in quick succession one existential crisis after another, accompanied by cries for...

• To be first does not have to mean to be the greatest.

  BriefLetter - Issue 07/2004
  Size is big again. Mountains of debt are still piled up globally from the wave of mergers of the late 90’s. Many are already seeing chances in more mergers and corporate buy-outs. It may well be, that conditions and prices are favorable, but times haven...

• Premium-economy and Luxury Products provide tough competition to Premium Products

  BriefLetter - Issue 08/2004
  Why so? According to our view of the market, the Waisted Rectangle©, premium products are located between luxury products and luxury brand on the one hand and premium economy products and their brands on the other hand. In principal, they are positioned ...

• Brand Performance, what does this mean?

  BriefLetter - Issue 09/2004
  Brand Performance means to us, that the brand value has to bear interest and on top of that, the brand has to provide a measurable contribution to the success of a business as a whole.In general, nobody speaks of the value of a brand and the corresponding...

• The World of Fashion is in Turmoil! Is it?

  BriefLetter - Issue 10/2004
  Indeed, one could believe that the world of fashion is in turmoil. Having dozens of German fashion companies fighting for survival and almost weekly we read bad news in regards to existential hardships of Italian businesses, now we received an account fro...

• Airlines and the automotive industry are changing their profiles dramatically in SchmidPreissler’s picture of the market, the Waisted Rectangle©2004.

  BriefLetter - Issue 11/2004
  Airlines are changing their market strategies radically. So far, the ‘classic’ airlines knew four market segments, where they positioned their products: The Luxury, Premium and Economy segments, with their products 1st class, business and economy clas...

• Marketing Strategies and Sports Sponsoring

  BriefLetter - Issue 12/2004
  Marketing strategies require a stringent and fully controlled implementation while trying to avoid the risks and utilizing financial resources which could not be clearly defined as investments. Market strategies primarily serve the purpose of authenticity...

• The German Illness* may not turn into pandemic. We have to overcome.

  BriefLetter - Issue 13/2004
  An Italian manufacturer told me recently that people in Romania take employment without hesitation. Yes, they would even be happy just to find a job. In Italy however, people are more reserved towards job offers, because the time they have allotted themse...

• What do Chanel and Hennes & Mauritz have in common?

  BriefLetter - Issue 13/2004
  The news is more than a sensation. Certainly, Karl Lagerfeld has, aside from his work for Chanel, created fashion for the small purse before; for the German dress maker Steilmann and for the mail-order establishment Quelle. But those were regional excursi...

• Morgan Stanley suggests investment in businesses with strong brands.

  BriefLetter - Issue 14/2004
  In Synesis 2004, the 12th edition of our yearly publication in regards to our thinking and our work, you can find the following sentence:“Brands are for businesses the most valuable asset”The German Sunday paper “Welt am Sonntag” writes that the i...

• Wirtschaftswoche - Brand Investments Under Criticism. What is to it?

  BriefLetter - Issue 15/2004
  ‘Wirtschaftswoche’, Germany’s leading weekly business magazine, reports in edition 33:Not even every second business has achieved its revenue and sales targets with the investments made into the brand. The operational implementation of brand strateg...

• Strategies must be free of the spirit of age; they must be above such things!

  BriefLetter - Issue 15/2004
  The great German politician, the Bavarian Franz Josef Strauß, once said, “Anyone married to the spirit of age today, is widowed tomorrow.”Strategies influenced by the spirit of age live a short life. He, who says that a critical attitude towards the ...

• Is there a holdup in consumption in Germany?

  BriefLetter - Issue 16/2004
  One of the largest German banks recently published an extensive study which came to the conclusion that the story about the holdup in consumption is just a “fairy tale”. The perception of many that a stimulation of consumption, a dissolution of this o...