research & development

Dreambranding™ exemplified by the German national soccer coach Klinsmann
	People as brands
	Why Klinsmann was the strongest German brand ever shortly after the 2006 world cup
	Key learnings from Klinsmann

Internal brand management – how well is it anchored within your organization?
	Aligning the brand positioning with the perceptions of managers and employees
	A quick, cost-efficient, meaningful tool
	Identification of the biggest levers

Re-branding and acquisitions
	How to optimally integrate acquired brands into an existing brand organization
	How to develop and apply an integration logic
	How to analytically assess similarities between the existing and newly acquired brands

Why the Alessi Fresh Surfer rides a dangerous wave
	When co-branding makes sense and when brand stretches turn dangerous
	Short-term financial and long-term brand effects
	How to limit risks quickly and pragmatically