‘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 strategies causes big problems for many businesses; the magazine states.

With all due respect for the business magazine and the researchers who ascertain these not so wonderful insights for companies. For us this story is hardly comprehensible.

Nowadays, qualified brand marketing contains many possibilities for efficiency verification. Of course one cannot expect that names without brand character and communication without content earn success. However, the question may be permitted, who is spending money on it? Today, who can still get away with developing and implementing strategies which do not have revenue or sales targets. Of course there are risks which cannot be foreseen, but if every second business is failing with the implementation of its business plans and is not making any profit with its activities, this would have to raise serious doubts about the solidity of this market research and the result it came up with.

He, who knows the value of his brands, utilizes them correctly, communicates comprehensively with market participants, makes sure that the offered products possess the business performance which corresponds with the content of brands and communications, can rely on achieving an appropriate brand value return.