What is the topic of the book?
Transformation is the new normal: In this sense, companies today have to manage a wide variety of adaptation processes again and again. Christopher Wünsche and Sebastian May, Managing Partners of the Munich-based brand consultancy Truffle Bay, show in »Marke macht’s möglich« (Branding makes it possible) how the brand can contribute to a successful transformation. Central questions here are: How can CEOs move forward when one company wants to merge with another? Or when a part of a company is to be sold or taken public? And how can a corporate strategy be reflected in a corporate brand in such a way that it is understood by employees, customers and stakeholders?
What is special about »Marke macht’s möglich«?
The book combines thorough analysis with concrete insights into the corporate world. In the detailed practical section of the book, the authors use examples such as Bilfinger, Vonovia, Ledvance or Audi to show how branding can significantly support transformation scenarios or even make these changes possible in the first place. In interviews, people in charge from the company side, such as Christina Johansson, CEO of Bilfinger, Audi's Head of Brand Henrik Wenders or Dr Oliver Vogler, Managing Director Europe West of Ledvance, contribute their pespective.
Who should definitely read this book?
»Marke macht’s möglich« is aimed at all those interested in brands, but above all at decision-makers who have to realign a company. With this book, the authors shed light on the potential of the brand in transformation processes – deliberately from the perspective of the people at the top. »Marke macht’s möglich« is particularly worth reading for those who are looking for a book by practitioners for practitioners.
This Book is currently only available in German.
German, 304 pages
Truffle Bay is an owner-managed, integrated strategic brand consulting and design agency based in Munich. With clarity and creativity we help ambitious companies and entrepreneurs to discover, define, design and bring to life their unique identity – to create strong brands as the compass and catalyst of entrepreneurial change processes as well as attractive and differentiating brand experiences to win and retain customers and employees.
Truffle Bay is a member of bvik – Bundesverband Industrie Kommunikation e.V.