For the past twenty years we have been publishing BriefLetter. At first quarterly and in print, later monthly and since 2004 bi-monthly on the internet. 2005 we added a special BriefLetter on the topic Brand Equity & Performance which is published twelve times per year, also online. Brand Equity & Performance is the central topic in regards to securing a future for brands. For us, it is the core of every corporate strategy.

BriefLetter had the function from the beginning to present the foundation of our thinking, new perceptions and assessments, which give consideration to the challenges our clients face. This is why we are seen as the avant-garde of strategy consultants.

BriefLetter has fulfilled the expectations. The analysis and visions came true and many of our suggestions have been implemented successfully.
Examples are:

• The Waisted Rectangle©. The new picture of the consumer goods markets.
• The discovery of the enlightened consumer.
• The crisis and finally the disappearance of the center of the market.
• The separation of the market in four segments: Luxury, Premium, PremiumEconomy and Economy.This model was recently taken over outright by the airline industry.
• The success the “5,000-Euro-Car” is celebrating today we predicted at a time, when the automotive industry did not want to believe in its success. Today, this car is advertised as trend-setting for the competitive individual traffic.

We feel validated in our work and we are pleased when a significant business leader says the SchmidPreissler BriefLetter is the best trend letter in Europe, as happened recently. Or if our headquarter at Tegernsee is called “think tank Tegernsee”.

Yes, we differ from mega-consulting-firms who work with totally different business models. For us, size compared to the number of employees or turnover is irrelevant.

We have been shaped by our origin. We live from the power a family with almost 400 years of history possesses and where values such as truthfulness, reliability and consistency are deeply routed. “The winds of fashion” were never a topic for us. Not even after others wanted to impress by continuously reinventing themselves.

• BriefLetter is “literature for business leaders”.
• BriefLetter is read, discussed and processed at schools and universities by teachers and students.
• BriefLetter has more than 4,000 readers per month.
• BriefLetter is read in 51 countries.

I would like to thank all BriefLetter readers for their interest in the past and I hope BriefLetter is going to continue to grab your attention in the future with its contents and that it is going to inspire you to further deal with what you read here.

My thank you to all those who work for BriefLetter and its contents.

BriefLetter is going to continue to give insights into our work and our thoughts.

Franz M. Schmid-Preissler