{"id":1710,"date":"2020-07-24T09:52:02","date_gmt":"2020-07-24T09:52:02","guid":{"rendered":"https:\/\/markenfels.ch\/?post_type=thought_leadership&#038;p=1710"},"modified":"2025-01-24T09:57:19","modified_gmt":"2025-01-24T09:57:19","slug":"truly-digital-brands","status":"publish","type":"thought_leadership","link":"https:\/\/markenfels.ch\/en\/thought-leadership\/truly-digital-brands\/","title":{"rendered":"Truly Digital Brands"},"content":{"rendered":"<figure class=\"wp-block-video alignfull\"><noscript><video height=\"1440\" style=\"aspect-ratio: 2560 \/ 1440;\" width=\"2560\" autoplay loop muted poster=\"https:\/\/markenfels.ch\/wp-content\/uploads\/2020\/10\/Markenfels_Thought-Leadership_Truly_Digital_Brands_201013.jpg\" src=\"https:\/\/markenfels.ch\/wp-content\/uploads\/2020\/10\/Markenfels_Thought-Leadership_Truly_Digital_Brands_201013.mp4\" playsinline><\/video><\/noscript><video height=\"1440\" style=\"aspect-ratio: 2560 \/ 1440;\" width=\"2560\" loop muted src=\"https:\/\/markenfels.ch\/wp-content\/uploads\/2020\/10\/Markenfels_Thought-Leadership_Truly_Digital_Brands_201013.mp4\" playsinline data-poster=\"https:\/\/markenfels.ch\/wp-content\/uploads\/2020\/10\/Markenfels_Thought-Leadership_Truly_Digital_Brands_201013.jpg\" preload=\"none\" data-autoplay class=\" lazyload\"><\/video><\/figure>\n\n\n\n<div id=\"block_9f090458d435ee8919e8e99cb89f5b2a\" class=\"text-block text-size-normal   \">\n  <div class=\"max-w-824\">    <p>Throughout the era of digitalization, companies have been striving to automate processes and procedures. \u201cDigitalization opens access to new profit pools\u201d, \u201cData is the new gold\u201d, \u201cDigitalize or die\u201d: The storm of digital disruption is raging with continuous intensity, fueling the fear of missing out among entrepreneurs and management.<\/p>\n<p>However, a&nbsp;first hurdle lies already in the question of what digitalization means for a&nbsp;brand. For some, digitalization is the implementation of a&nbsp;new technology. Others focus on the use of digital communication channels. And there are those who recognize business model opportunities in digitalization. Exposed to a&nbsp;flood of buzzwords, it can be comforting to rely on measurable parameters such as clicks, likes, shares, etc. But this is too short a&nbsp;thought. Truly digital brands successfully stand out in three different dimensions. But this is too short a&nbsp;thought. Truly digital brands successfully stand out in three different dimensions.<\/p>\n  <\/div>  <style>#block_9f090458d435ee8919e8e99cb89f5b2a { margin-top: 60px; margin-bottom: 24px;  } @media (min-width: 768px) { #block_9f090458d435ee8919e8e99cb89f5b2a { margin-top: 90px; margin-bottom: 36px;  }} @media (min-width: 992px) { #block_9f090458d435ee8919e8e99cb89f5b2a { margin-top: 120px; margin-bottom: 48px;  }} @media (min-width: 1200px) { #block_9f090458d435ee8919e8e99cb89f5b2a { margin-top: 135px; margin-bottom: 54px;  }} @media (min-width: 1500px) { #block_9f090458d435ee8919e8e99cb89f5b2a { margin-top: 150px; margin-bottom: 60px;  }} <\/style><\/div>\n\n\n\n\n<h2 id=\"block_5134c8f76866deefb8229cb4607d6290\" class=\"c-headline c-headline--24 text-color-text text-left  \">\n  Leap beyond digitalization&nbsp;<\/h2>\n\n\n\n<div id=\"block_ac8313a04d2cc81ca403d6a635d267e1\" class=\"text-block text-size-normal   \">\n  <div class=\"max-w-824\">    <p>Digital technologies are complicated. As a&nbsp;result, many brands offering digital products are trying hard to visualize this complexity \u2013 with similar images, because technology is the same for all. \u201cTruly Digital Brands\u201d do not focus on explaining how data is processed, but easily draw attention to the exclusive customer benefits of their digital offerings. They skip the technological aspects of digitalization in their communication, because digital technology alone is no longer suitable for differentiation. Just as a&nbsp;hotel today no longer focuses its marketing activities on \u201celectric lighting in all rooms\u201d to provide a&nbsp;great customer experience.<\/p>\n  <\/div>  <style>#block_ac8313a04d2cc81ca403d6a635d267e1 { margin-bottom: 24px;  } @media (min-width: 768px) { #block_ac8313a04d2cc81ca403d6a635d267e1 { margin-bottom: 36px;  }} @media (min-width: 992px) { #block_ac8313a04d2cc81ca403d6a635d267e1 { margin-bottom: 48px;  }} @media (min-width: 1200px) { #block_ac8313a04d2cc81ca403d6a635d267e1 { margin-bottom: 54px;  }} @media (min-width: 1500px) { #block_ac8313a04d2cc81ca403d6a635d267e1 { margin-bottom: 60px;  }} <\/style><\/div>\n\n\n\n\n<h2 id=\"block_fd21a5478a1e32d21a3cdd48e19fe4b2\" class=\"c-headline c-headline--24 text-color-text text-left  \">\n  Digital first as a&nbsp;basic principle&nbsp;<\/h2>\n\n\n\n<div id=\"block_f3702f2849e8ec1202b45094f754b20e\" class=\"text-block text-size-normal   \">\n  <div class=\"max-w-824\">    <p>Brands are masters in recycling content. Former brochures are recycled<br>\nin small portions on the website or blog. Recycled print media, however, quickly reveal their origin: breaking content into digitally digestible amounts of information is also breaking the dramaturgy. \u201eTruly Digital Brands\u201c develop content in a&nbsp;new way: they keep an eye on the fluid scaling of messages in different formats and channels right from the conception stage \u2013 and virtuously play out the dramaturgy at all levels. Ideally, they even establish their own thought leadership platform, to effectively stage digital competencies, such as collaboration or co-creation with other leading brands.<\/p>\n  <\/div>  <style>#block_f3702f2849e8ec1202b45094f754b20e { margin-bottom: 24px;  } @media (min-width: 768px) { #block_f3702f2849e8ec1202b45094f754b20e { margin-bottom: 36px;  }} @media (min-width: 992px) { #block_f3702f2849e8ec1202b45094f754b20e { margin-bottom: 48px;  }} @media (min-width: 1200px) { #block_f3702f2849e8ec1202b45094f754b20e { margin-bottom: 54px;  }} @media (min-width: 1500px) { #block_f3702f2849e8ec1202b45094f754b20e { margin-bottom: 60px;  }} <\/style><\/div>\n\n\n\n\n<h2 id=\"block_8d630b26a76637b78665a9e7fed6b23b\" class=\"c-headline c-headline--24 text-color-text text-left  \">\n  Great user experience&nbsp;<\/h2>\n\n\n\n<div id=\"block_c833603489aaaeffe0225c2c855f5d60\" class=\"text-block text-size-normal   \">\n  <div class=\"max-w-824\">    <p>Digital champions implement first-class user experience at every touch point. However, intuitive operation, self-organizing navigation, interaction at the right place and attractive <a href=\"https:\/\/markenfels.ch\/en\/referenzen\/siemens-brand-experience\/\">digital design<\/a> are hygiene factors and therefore just the starting point. \u201cTruly Digital\u201d means use of cutting-edge technologies. This includes effortless interaction via language control, personalized content, seamless switching between different channels and devices, and immersive animations that can be intuitively steered through natural interaction. With minimum clicks and swipes \u2013 and maximum rewards.<\/p>\n  <\/div>  <style>#block_c833603489aaaeffe0225c2c855f5d60 { margin-bottom: 24px;  } @media (min-width: 768px) { #block_c833603489aaaeffe0225c2c855f5d60 { margin-bottom: 36px;  }} @media (min-width: 992px) { #block_c833603489aaaeffe0225c2c855f5d60 { margin-bottom: 48px;  }} @media (min-width: 1200px) { #block_c833603489aaaeffe0225c2c855f5d60 { margin-bottom: 54px;  }} @media (min-width: 1500px) { #block_c833603489aaaeffe0225c2c855f5d60 { margin-bottom: 60px;  }} <\/style><\/div>\n\n\n\n\n<h3 id=\"block_d5eaca8230e929110b500d6564a7b647\" class=\"c-headline c-headline--24 text-color-text text-left  \">\n  Digital brand management&nbsp;<\/h3>\n\n\n\n<div id=\"block_0f3cf8e93c4798371614845d219349ea\" class=\"text-block text-size-normal   \">\n  <div class=\"max-w-824\">    <p>The path to becoming a&nbsp;digital champion<\/p>\n<ul>\n<li>Develop a&nbsp;digital corporate culture. Because \u201cTruly Digital\u201d begins with behavior.<\/li>\n<li>Think digital \u2013 right from the start. Recycling existing content does not drive transformation.<\/li>\n<li>Act digitally \u2013 at all branded touch points. Especially on classic physical dimensions such as events, trade fairs, points of sale, or products.<\/li>\n<li>Create relevant and differentiating content that makes your brand stand out from digital noise.<\/li>\n<li>Focus all communication on customer benefits of digital services. Tune down all other topics. And resist the temptation to make digitalization itself a&nbsp;top topic.<\/li>\n<li>Create a&nbsp;stimulating, effortless user experience that evokes curiosity.<\/li>\n<li>Use digital thought leader brands as role models \u2013 and develop your own brand beyond their position \u2013 courageously and in large&nbsp;steps.<\/li>\n<li>Avoid graphical representations of zeros and ones. Always.<\/li>\n<\/ul>\n  <\/div>  <style>#block_0f3cf8e93c4798371614845d219349ea { margin-bottom: 32px;  } @media (min-width: 768px) { #block_0f3cf8e93c4798371614845d219349ea { margin-bottom: 48px;  }} @media (min-width: 992px) { #block_0f3cf8e93c4798371614845d219349ea { margin-bottom: 64px;  }} @media (min-width: 1200px) { #block_0f3cf8e93c4798371614845d219349ea { margin-bottom: 72px;  }} @media (min-width: 1500px) { #block_0f3cf8e93c4798371614845d219349ea { margin-bottom: 80px;  }} <\/style><\/div>\n\n\n\n\n<p id=\"block_8b441c63c1c55ca430197d742a3a73d3\" class=\"text-left  \">\n    <a href=\"mailto:contact@markenfels.ch\" class=\"c-btn c-btn--with-envelope-icon\" target=\"_self\">\n    <span>Contact us<\/span>\n          <svg viewBox=\"0 0 17 12\" fill-rule=\"evenodd\" clip-rule=\"evenodd\" stroke-linejoin=\"round\" stroke-miterlimit=\"2\"><path fill=\"none\" d=\"M0 0h16.597v11.736H0z\" \/><clipPath id=\"a\"><path d=\"M0 0h16.597v11.736H0z\" \/><\/clipPath><g clip-path=\"url(#a)\" 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data-src=\"https:\/\/markenfels.ch\/wp-content\/uploads\/2025\/04\/Markenfels_ThoughtLeadership_IPOReadiness_250407-963x539.jpg\" loading=\"lazy\">            <div class=\"c-slider__slide-txt mt-14 lg:w-12\/24\">\n              <h4 class=\"c-headline c-headline--xsmall mb-0\">\n                IPO Readiness&nbsp;<\/h4>\n              <div class=\"text-18 lg:text-24 leading-tight mt-1 font-light\">\n                Is your brand IPO&nbsp;ready?&nbsp;<\/div>\n            <\/div>\n          <\/a>\n        <\/div>\n                              <div class=\"swiper-slide c-slider__slide\">\n          <a href=\"https:\/\/markenfels.ch\/en\/thought-leadership\/saving-on-branding-thats-going-to-be-expensive\/\" class=\"text-color-text no-underline hover:no-underline hover:text-color-text link-reset\">\n            <noscript><img decoding=\"async\" width=\"963\" height=\"539\" src=\"https:\/\/markenfels.ch\/wp-content\/uploads\/2025\/04\/Markenfels_ThoughtLeadership_BiggestMistake_250407-963x539.jpg\" class=\"w-full shadow-slider wp-post-image\" alt srcset=\"https:\/\/markenfels.ch\/wp-content\/uploads\/2025\/04\/Markenfels_ThoughtLeadership_BiggestMistake_250407-963x539.jpg 963w, https:\/\/markenfels.ch\/wp-content\/uploads\/2025\/04\/Markenfels_ThoughtLeadership_BiggestMistake_250407-300x169.jpg 300w, https:\/\/markenfels.ch\/wp-content\/uploads\/2025\/04\/Markenfels_ThoughtLeadership_BiggestMistake_250407-595x334.jpg 595w\" sizes=\"(max-width: 963px) 100vw, 963px\"><\/noscript><img decoding=\"async\" width=\"963\" height=\"539\" src=\"data:image\/svg+xml,%3Csvg%20xmlns%3D%22http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%22%20viewBox%3D%220%200%20963%20539%22%3E%3C%2Fsvg%3E\" class=\"w-full shadow-slider wp-post-image lazyload\" alt srcset=\"data:image\/svg+xml,%3Csvg%20xmlns%3D%22http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%22%20viewBox%3D%220%200%20963%20539%22%3E%3C%2Fsvg%3E 963w\" sizes=\"auto, (max-width: 963px) 100vw, 963px\" data-srcset=\"https:\/\/markenfels.ch\/wp-content\/uploads\/2025\/04\/Markenfels_ThoughtLeadership_BiggestMistake_250407-963x539.jpg 963w, https:\/\/markenfels.ch\/wp-content\/uploads\/2025\/04\/Markenfels_ThoughtLeadership_BiggestMistake_250407-300x169.jpg 300w, https:\/\/markenfels.ch\/wp-content\/uploads\/2025\/04\/Markenfels_ThoughtLeadership_BiggestMistake_250407-595x334.jpg 595w\" data-src=\"https:\/\/markenfels.ch\/wp-content\/uploads\/2025\/04\/Markenfels_ThoughtLeadership_BiggestMistake_250407-963x539.jpg\" loading=\"lazy\">            <div class=\"c-slider__slide-txt mt-14 lg:w-12\/24\">\n              <h4 class=\"c-headline c-headline--xsmall mb-0\">\n                Branding mistakes&nbsp;<\/h4>\n              <div class=\"text-18 lg:text-24 leading-tight mt-1 font-light\">\n                Saving on branding? That\u2019s going to be expensive&nbsp;\u2026&nbsp;<\/div>\n            <\/div>\n          <\/a>\n        <\/div>\n                              <div class=\"swiper-slide c-slider__slide\">\n          <a href=\"https:\/\/markenfels.ch\/en\/thought-leadership\/consistency-is-king-because-the-brain-is-lazy\/\" class=\"text-color-text no-underline hover:no-underline hover:text-color-text link-reset\">\n            <noscript><img decoding=\"async\" width=\"963\" height=\"539\" src=\"https:\/\/markenfels.ch\/wp-content\/uploads\/2025\/03\/Bildschirmfoto-2025-03-25-um-17.33.24-1-963x539.png\" class=\"w-full shadow-slider wp-post-image\" alt srcset=\"https:\/\/markenfels.ch\/wp-content\/uploads\/2025\/03\/Bildschirmfoto-2025-03-25-um-17.33.24-1-963x539.png 963w, https:\/\/markenfels.ch\/wp-content\/uploads\/2025\/03\/Bildschirmfoto-2025-03-25-um-17.33.24-1-300x168.png 300w, https:\/\/markenfels.ch\/wp-content\/uploads\/2025\/03\/Bildschirmfoto-2025-03-25-um-17.33.24-1-768x431.png 768w, https:\/\/markenfels.ch\/wp-content\/uploads\/2025\/03\/Bildschirmfoto-2025-03-25-um-17.33.24-1-1536x862.png 1536w, https:\/\/markenfels.ch\/wp-content\/uploads\/2025\/03\/Bildschirmfoto-2025-03-25-um-17.33.24-1-595x334.png 595w\" sizes=\"(max-width: 963px) 100vw, 963px\"><\/noscript><img decoding=\"async\" width=\"963\" height=\"539\" src=\"data:image\/svg+xml,%3Csvg%20xmlns%3D%22http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%22%20viewBox%3D%220%200%20963%20539%22%3E%3C%2Fsvg%3E\" class=\"w-full shadow-slider wp-post-image lazyload\" alt srcset=\"data:image\/svg+xml,%3Csvg%20xmlns%3D%22http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%22%20viewBox%3D%220%200%20963%20539%22%3E%3C%2Fsvg%3E 963w\" sizes=\"auto, (max-width: 963px) 100vw, 963px\" data-srcset=\"https:\/\/markenfels.ch\/wp-content\/uploads\/2025\/03\/Bildschirmfoto-2025-03-25-um-17.33.24-1-963x539.png 963w, https:\/\/markenfels.ch\/wp-content\/uploads\/2025\/03\/Bildschirmfoto-2025-03-25-um-17.33.24-1-300x168.png 300w, https:\/\/markenfels.ch\/wp-content\/uploads\/2025\/03\/Bildschirmfoto-2025-03-25-um-17.33.24-1-768x431.png 768w, https:\/\/markenfels.ch\/wp-content\/uploads\/2025\/03\/Bildschirmfoto-2025-03-25-um-17.33.24-1-1536x862.png 1536w, https:\/\/markenfels.ch\/wp-content\/uploads\/2025\/03\/Bildschirmfoto-2025-03-25-um-17.33.24-1-595x334.png 595w\" data-src=\"https:\/\/markenfels.ch\/wp-content\/uploads\/2025\/03\/Bildschirmfoto-2025-03-25-um-17.33.24-1-963x539.png\" loading=\"lazy\">            <div class=\"c-slider__slide-txt mt-14 lg:w-12\/24\">\n              <h4 class=\"c-headline c-headline--xsmall mb-0\">\n                Consistency&nbsp;<\/h4>\n              <div class=\"text-18 lg:text-24 leading-tight mt-1 font-light\">\n                Consistency is king. Because the brain is&nbsp;lazy.&nbsp;<\/div>\n            <\/div>\n          <\/a>\n        <\/div>\n                              <div class=\"swiper-slide c-slider__slide\">\n          <a href=\"https:\/\/markenfels.ch\/en\/thought-leadership\/attracting-the-best-talent\/\" class=\"text-color-text no-underline hover:no-underline hover:text-color-text link-reset\">\n            <noscript><img decoding=\"async\" width=\"963\" height=\"539\" src=\"https:\/\/markenfels.ch\/wp-content\/uploads\/2023\/02\/Markenfels_Employer_branding_picture-1-963x539.png\" class=\"w-full shadow-slider wp-post-image\" alt srcset=\"https:\/\/markenfels.ch\/wp-content\/uploads\/2023\/02\/Markenfels_Employer_branding_picture-1-963x539.png 963w, https:\/\/markenfels.ch\/wp-content\/uploads\/2023\/02\/Markenfels_Employer_branding_picture-1-300x169.png 300w, https:\/\/markenfels.ch\/wp-content\/uploads\/2023\/02\/Markenfels_Employer_branding_picture-1-1921x1078.png 1921w, https:\/\/markenfels.ch\/wp-content\/uploads\/2023\/02\/Markenfels_Employer_branding_picture-1-595x334.png 595w\" sizes=\"(max-width: 963px) 100vw, 963px\"><\/noscript><img decoding=\"async\" width=\"963\" height=\"539\" src=\"data:image\/svg+xml,%3Csvg%20xmlns%3D%22http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%22%20viewBox%3D%220%200%20963%20539%22%3E%3C%2Fsvg%3E\" class=\"w-full shadow-slider wp-post-image lazyload\" alt srcset=\"data:image\/svg+xml,%3Csvg%20xmlns%3D%22http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%22%20viewBox%3D%220%200%20963%20539%22%3E%3C%2Fsvg%3E 963w\" sizes=\"auto, (max-width: 963px) 100vw, 963px\" data-srcset=\"https:\/\/markenfels.ch\/wp-content\/uploads\/2023\/02\/Markenfels_Employer_branding_picture-1-963x539.png 963w, https:\/\/markenfels.ch\/wp-content\/uploads\/2023\/02\/Markenfels_Employer_branding_picture-1-300x169.png 300w, https:\/\/markenfels.ch\/wp-content\/uploads\/2023\/02\/Markenfels_Employer_branding_picture-1-1921x1078.png 1921w, https:\/\/markenfels.ch\/wp-content\/uploads\/2023\/02\/Markenfels_Employer_branding_picture-1-595x334.png 595w\" data-src=\"https:\/\/markenfels.ch\/wp-content\/uploads\/2023\/02\/Markenfels_Employer_branding_picture-1-963x539.png\" loading=\"lazy\">            <div class=\"c-slider__slide-txt mt-14 lg:w-12\/24\">\n              <h4 class=\"c-headline c-headline--xsmall mb-0\">\n                Employer Branding&nbsp;<\/h4>\n              <div class=\"text-18 lg:text-24 leading-tight mt-1 font-light\">\n                Attracting the best talent&nbsp;<\/div>\n            <\/div>\n          <\/a>\n        <\/div>\n                              <div class=\"swiper-slide c-slider__slide\">\n          <a href=\"https:\/\/markenfels.ch\/en\/thought-leadership\/from-hidden-champion-to-industry-leader\/\" class=\"text-color-text no-underline hover:no-underline hover:text-color-text link-reset\">\n            <noscript><img decoding=\"async\" width=\"963\" height=\"539\" src=\"https:\/\/markenfels.ch\/wp-content\/uploads\/2023\/03\/Markenfels_B2B-Branding_HiddenChampion_230321-963x539.jpg\" class=\"w-full shadow-slider wp-post-image\" alt srcset=\"https:\/\/markenfels.ch\/wp-content\/uploads\/2023\/03\/Markenfels_B2B-Branding_HiddenChampion_230321-963x539.jpg 963w, https:\/\/markenfels.ch\/wp-content\/uploads\/2023\/03\/Markenfels_B2B-Branding_HiddenChampion_230321-300x169.jpg 300w, https:\/\/markenfels.ch\/wp-content\/uploads\/2023\/03\/Markenfels_B2B-Branding_HiddenChampion_230321-595x334.jpg 595w\" sizes=\"(max-width: 963px) 100vw, 963px\"><\/noscript><img decoding=\"async\" width=\"963\" height=\"539\" src=\"data:image\/svg+xml,%3Csvg%20xmlns%3D%22http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%22%20viewBox%3D%220%200%20963%20539%22%3E%3C%2Fsvg%3E\" class=\"w-full shadow-slider wp-post-image lazyload\" alt srcset=\"data:image\/svg+xml,%3Csvg%20xmlns%3D%22http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%22%20viewBox%3D%220%200%20963%20539%22%3E%3C%2Fsvg%3E 963w\" sizes=\"auto, (max-width: 963px) 100vw, 963px\" data-srcset=\"https:\/\/markenfels.ch\/wp-content\/uploads\/2023\/03\/Markenfels_B2B-Branding_HiddenChampion_230321-963x539.jpg 963w, https:\/\/markenfels.ch\/wp-content\/uploads\/2023\/03\/Markenfels_B2B-Branding_HiddenChampion_230321-300x169.jpg 300w, https:\/\/markenfels.ch\/wp-content\/uploads\/2023\/03\/Markenfels_B2B-Branding_HiddenChampion_230321-595x334.jpg 595w\" data-src=\"https:\/\/markenfels.ch\/wp-content\/uploads\/2023\/03\/Markenfels_B2B-Branding_HiddenChampion_230321-963x539.jpg\" loading=\"lazy\">            <div class=\"c-slider__slide-txt mt-14 lg:w-12\/24\">\n              <h4 class=\"c-headline c-headline--xsmall mb-0\">\n                How a&nbsp;strong B2B brand creates value&nbsp;<\/h4>\n              <div class=\"text-18 lg:text-24 leading-tight mt-1 font-light\">\n                From hidden champion to industry leader&nbsp;<\/div>\n            <\/div>\n          <\/a>\n        <\/div>\n                              <div class=\"swiper-slide c-slider__slide\">\n          <a href=\"https:\/\/markenfels.ch\/en\/thought-leadership\/stop-the-branding\/\" class=\"text-color-text no-underline hover:no-underline hover:text-color-text link-reset\">\n            <noscript><img decoding=\"async\" width=\"963\" height=\"539\" src=\"https:\/\/markenfels.ch\/wp-content\/uploads\/2020\/10\/Markenfels_Thought-Leadership_Stop_the_Branding_01_201014-963x539.jpg\" class=\"w-full shadow-slider wp-post-image\" alt srcset=\"https:\/\/markenfels.ch\/wp-content\/uploads\/2020\/10\/Markenfels_Thought-Leadership_Stop_the_Branding_01_201014-963x539.jpg 963w, https:\/\/markenfels.ch\/wp-content\/uploads\/2020\/10\/Markenfels_Thought-Leadership_Stop_the_Branding_01_201014-300x169.jpg 300w, https:\/\/markenfels.ch\/wp-content\/uploads\/2020\/10\/Markenfels_Thought-Leadership_Stop_the_Branding_01_201014-1926x1078.jpg 1926w, https:\/\/markenfels.ch\/wp-content\/uploads\/2020\/10\/Markenfels_Thought-Leadership_Stop_the_Branding_01_201014-595x334.jpg 595w\" sizes=\"(max-width: 963px) 100vw, 963px\"><\/noscript><img decoding=\"async\" width=\"963\" height=\"539\" src=\"data:image\/svg+xml,%3Csvg%20xmlns%3D%22http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%22%20viewBox%3D%220%200%20963%20539%22%3E%3C%2Fsvg%3E\" class=\"w-full shadow-slider wp-post-image lazyload\" alt srcset=\"data:image\/svg+xml,%3Csvg%20xmlns%3D%22http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%22%20viewBox%3D%220%200%20963%20539%22%3E%3C%2Fsvg%3E 963w\" sizes=\"auto, (max-width: 963px) 100vw, 963px\" data-srcset=\"https:\/\/markenfels.ch\/wp-content\/uploads\/2020\/10\/Markenfels_Thought-Leadership_Stop_the_Branding_01_201014-963x539.jpg 963w, https:\/\/markenfels.ch\/wp-content\/uploads\/2020\/10\/Markenfels_Thought-Leadership_Stop_the_Branding_01_201014-300x169.jpg 300w, https:\/\/markenfels.ch\/wp-content\/uploads\/2020\/10\/Markenfels_Thought-Leadership_Stop_the_Branding_01_201014-1926x1078.jpg 1926w, https:\/\/markenfels.ch\/wp-content\/uploads\/2020\/10\/Markenfels_Thought-Leadership_Stop_the_Branding_01_201014-595x334.jpg 595w\" data-src=\"https:\/\/markenfels.ch\/wp-content\/uploads\/2020\/10\/Markenfels_Thought-Leadership_Stop_the_Branding_01_201014-963x539.jpg\" loading=\"lazy\">            <div class=\"c-slider__slide-txt mt-14 lg:w-12\/24\">\n              <h4 class=\"c-headline c-headline--xsmall mb-0\">\n                Brand strategy&nbsp;<\/h4>\n              <div class=\"text-18 lg:text-24 leading-tight mt-1 font-light\">\n                Stop the branding&nbsp;<\/div>\n            <\/div>\n          <\/a>\n        <\/div>\n                              <div class=\"swiper-slide c-slider__slide\">\n          <a href=\"https:\/\/markenfels.ch\/en\/thought-leadership\/the-markenfels-merger-acquisition-brand-navigator\/\" class=\"text-color-text no-underline hover:no-underline hover:text-color-text link-reset\">\n            <noscript><img decoding=\"async\" width=\"963\" height=\"539\" src=\"https:\/\/markenfels.ch\/wp-content\/uploads\/2020\/10\/Markenfels_Thought-Leadership_Merger-Acquisition_Branding_01_201014-963x539.jpg\" class=\"w-full shadow-slider wp-post-image\" alt srcset=\"https:\/\/markenfels.ch\/wp-content\/uploads\/2020\/10\/Markenfels_Thought-Leadership_Merger-Acquisition_Branding_01_201014-963x539.jpg 963w, https:\/\/markenfels.ch\/wp-content\/uploads\/2020\/10\/Markenfels_Thought-Leadership_Merger-Acquisition_Branding_01_201014-300x169.jpg 300w, https:\/\/markenfels.ch\/wp-content\/uploads\/2020\/10\/Markenfels_Thought-Leadership_Merger-Acquisition_Branding_01_201014-1926x1078.jpg 1926w, https:\/\/markenfels.ch\/wp-content\/uploads\/2020\/10\/Markenfels_Thought-Leadership_Merger-Acquisition_Branding_01_201014-595x334.jpg 595w\" sizes=\"(max-width: 963px) 100vw, 963px\"><\/noscript><img decoding=\"async\" width=\"963\" height=\"539\" src=\"data:image\/svg+xml,%3Csvg%20xmlns%3D%22http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%22%20viewBox%3D%220%200%20963%20539%22%3E%3C%2Fsvg%3E\" class=\"w-full shadow-slider wp-post-image lazyload\" alt srcset=\"data:image\/svg+xml,%3Csvg%20xmlns%3D%22http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%22%20viewBox%3D%220%200%20963%20539%22%3E%3C%2Fsvg%3E 963w\" sizes=\"auto, (max-width: 963px) 100vw, 963px\" data-srcset=\"https:\/\/markenfels.ch\/wp-content\/uploads\/2020\/10\/Markenfels_Thought-Leadership_Merger-Acquisition_Branding_01_201014-963x539.jpg 963w, https:\/\/markenfels.ch\/wp-content\/uploads\/2020\/10\/Markenfels_Thought-Leadership_Merger-Acquisition_Branding_01_201014-300x169.jpg 300w, https:\/\/markenfels.ch\/wp-content\/uploads\/2020\/10\/Markenfels_Thought-Leadership_Merger-Acquisition_Branding_01_201014-1926x1078.jpg 1926w, https:\/\/markenfels.ch\/wp-content\/uploads\/2020\/10\/Markenfels_Thought-Leadership_Merger-Acquisition_Branding_01_201014-595x334.jpg 595w\" data-src=\"https:\/\/markenfels.ch\/wp-content\/uploads\/2020\/10\/Markenfels_Thought-Leadership_Merger-Acquisition_Branding_01_201014-963x539.jpg\" loading=\"lazy\">            <div class=\"c-slider__slide-txt mt-14 lg:w-12\/24\">\n              <h4 class=\"c-headline c-headline--xsmall mb-0\">\n                M&amp;A Branding&nbsp;<\/h4>\n              <div class=\"text-18 lg:text-24 leading-tight mt-1 font-light\">\n                The Markenfels Merger &amp;&nbsp;Acquisition Brand Navigator\u00a9&nbsp;<\/div>\n            <\/div>\n          <\/a>\n        <\/div>\n                              <div class=\"swiper-slide c-slider__slide\">\n          <a href=\"https:\/\/markenfels.ch\/en\/thought-leadership\/brand-integration\/\" class=\"text-color-text no-underline hover:no-underline hover:text-color-text link-reset\">\n            <noscript><img decoding=\"async\" width=\"963\" height=\"539\" src=\"https:\/\/markenfels.ch\/wp-content\/uploads\/2020\/10\/Markenfels_Thought-Leadership_Marke_als_Integrationsmaschine_01_201014-963x539.jpg\" class=\"w-full shadow-slider wp-post-image\" alt srcset=\"https:\/\/markenfels.ch\/wp-content\/uploads\/2020\/10\/Markenfels_Thought-Leadership_Marke_als_Integrationsmaschine_01_201014-963x539.jpg 963w, https:\/\/markenfels.ch\/wp-content\/uploads\/2020\/10\/Markenfels_Thought-Leadership_Marke_als_Integrationsmaschine_01_201014-300x169.jpg 300w, https:\/\/markenfels.ch\/wp-content\/uploads\/2020\/10\/Markenfels_Thought-Leadership_Marke_als_Integrationsmaschine_01_201014-1926x1078.jpg 1926w, https:\/\/markenfels.ch\/wp-content\/uploads\/2020\/10\/Markenfels_Thought-Leadership_Marke_als_Integrationsmaschine_01_201014-595x334.jpg 595w\" sizes=\"(max-width: 963px) 100vw, 963px\"><\/noscript><img decoding=\"async\" width=\"963\" height=\"539\" src=\"data:image\/svg+xml,%3Csvg%20xmlns%3D%22http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%22%20viewBox%3D%220%200%20963%20539%22%3E%3C%2Fsvg%3E\" class=\"w-full shadow-slider wp-post-image lazyload\" alt srcset=\"data:image\/svg+xml,%3Csvg%20xmlns%3D%22http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%22%20viewBox%3D%220%200%20963%20539%22%3E%3C%2Fsvg%3E 963w\" sizes=\"auto, (max-width: 963px) 100vw, 963px\" data-srcset=\"https:\/\/markenfels.ch\/wp-content\/uploads\/2020\/10\/Markenfels_Thought-Leadership_Marke_als_Integrationsmaschine_01_201014-963x539.jpg 963w, https:\/\/markenfels.ch\/wp-content\/uploads\/2020\/10\/Markenfels_Thought-Leadership_Marke_als_Integrationsmaschine_01_201014-300x169.jpg 300w, https:\/\/markenfels.ch\/wp-content\/uploads\/2020\/10\/Markenfels_Thought-Leadership_Marke_als_Integrationsmaschine_01_201014-1926x1078.jpg 1926w, https:\/\/markenfels.ch\/wp-content\/uploads\/2020\/10\/Markenfels_Thought-Leadership_Marke_als_Integrationsmaschine_01_201014-595x334.jpg 595w\" data-src=\"https:\/\/markenfels.ch\/wp-content\/uploads\/2020\/10\/Markenfels_Thought-Leadership_Marke_als_Integrationsmaschine_01_201014-963x539.jpg\" loading=\"lazy\">            <div class=\"c-slider__slide-txt mt-14 lg:w-12\/24\">\n              <h4 class=\"c-headline c-headline--xsmall mb-0\">\n                M&amp;A Branding&nbsp;<\/h4>\n              <div class=\"text-18 lg:text-24 leading-tight mt-1 font-light\">\n                The brand as an integration engine&nbsp;<\/div>\n            <\/div>\n          <\/a>\n        <\/div>\n                              <div class=\"swiper-slide c-slider__slide\">\n          <a href=\"https:\/\/markenfels.ch\/en\/thought-leadership\/how-a-strong-brand-drives-business-success\/\" class=\"text-color-text no-underline hover:no-underline hover:text-color-text link-reset\">\n            <noscript><img decoding=\"async\" width=\"963\" height=\"539\" 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