{"id":3036,"date":"2021-03-12T14:02:51","date_gmt":"2021-03-12T14:02:51","guid":{"rendered":"https:\/\/markenfels.ch\/?post_type=thought_leadership&#038;p=3036"},"modified":"2025-01-24T10:14:19","modified_gmt":"2025-01-24T10:14:19","slug":"green-sustainable","status":"publish","type":"thought_leadership","link":"https:\/\/markenfels.ch\/en\/thought-leadership\/green-sustainable\/","title":{"rendered":"Green or sustainable?"},"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_Sustainability_Branding_01_201014.jpg\" src=\"https:\/\/markenfels.ch\/wp-content\/uploads\/2020\/10\/Markenfels_Thought-Leadership_Sustainability_Branding_01_201014.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_Sustainability_Branding_01_201014.mp4\" playsinline data-poster=\"https:\/\/markenfels.ch\/wp-content\/uploads\/2020\/10\/Markenfels_Thought-Leadership_Sustainability_Branding_01_201014.jpg\" preload=\"none\" data-autoplay class=\" lazyload\"><\/video><\/figure>\n\n\n\n<div id=\"block_b246ce02e64341bec84ebdb67b78fdf1\" class=\"text-block text-size-normal   \">\n  <div class=\"max-w-824\">    <p>\u201cSustainability\u201d has evolved from a&nbsp;fashionable term into a&nbsp;tangible KPI. Many companies are therefore giving the topic a&nbsp;permanent place in their corporate and brand communication.<\/p>\n<p>A minimum standard is the publication of a&nbsp;sustainability report, informing about waste separation at the plant, solar panels on the factory roof, reduction of employee parking spaces, purchase of CO<sub>2<\/sub> emission certificates for business trips or flushing toilets with rainwater. Other companies complement their brand with green labels, or even change the brand color to green \u2013 while hoping to convey a&nbsp;connection to nature. However, measures that focus on marketing are quickly exposed as \u201cgreenwashing\u201d. And the damage to the brand\u2019s image is greater than the benefit to the company.<\/p>\n  <\/div>  <style>#block_b246ce02e64341bec84ebdb67b78fdf1 { margin-top: 60px; margin-bottom: 24px;  } @media (min-width: 768px) { #block_b246ce02e64341bec84ebdb67b78fdf1 { margin-top: 90px; margin-bottom: 36px;  }} @media (min-width: 992px) { #block_b246ce02e64341bec84ebdb67b78fdf1 { margin-top: 120px; margin-bottom: 48px;  }} @media (min-width: 1200px) { #block_b246ce02e64341bec84ebdb67b78fdf1 { margin-top: 135px; margin-bottom: 54px;  }} @media (min-width: 1500px) { #block_b246ce02e64341bec84ebdb67b78fdf1 { margin-top: 150px; margin-bottom: 60px;  }} <\/style><\/div>\n\n\n\n\n<h2 id=\"block_0f96a3dcd853fd4e2809a09fbdcc457a\" class=\"c-headline c-headline--24 text-color-text text-left  \">\n  Dimensions of sustainability&nbsp;<\/h2>\n\n\n\n<div id=\"block_31b21c9e68715687fc677101d817cf69\" class=\"text-block text-size-normal   \">\n  <div class=\"max-w-824\">    <p>Companies that are serious about sustainability demands of their customers, investors and employees take a&nbsp;much broader view of the principle of sustainability. Such companies allow sustainability to claim an inherent position within operations and strategy \u2013 without glancing at a&nbsp;favorable sustainability report. They also include many more sustainability aspects than environmental awareness. A&nbsp;comprehensive sustainability strategy ranges from structural social responsibility to a&nbsp;consistent focus on the development of sustainable products, a&nbsp;long-term strategy and sustainable business model, and projects and activities that contribute to improving the quality of life on planet earth. But how can a&nbsp;brand be burdened with such a&nbsp;comprehensive understanding of sustainability?<\/p>\n  <\/div>  <style>#block_31b21c9e68715687fc677101d817cf69 { margin-bottom: 24px;  } @media (min-width: 768px) { #block_31b21c9e68715687fc677101d817cf69 { margin-bottom: 36px;  }} @media (min-width: 992px) { #block_31b21c9e68715687fc677101d817cf69 { margin-bottom: 48px;  }} @media (min-width: 1200px) { #block_31b21c9e68715687fc677101d817cf69 { margin-bottom: 54px;  }} @media (min-width: 1500px) { #block_31b21c9e68715687fc677101d817cf69 { margin-bottom: 60px;  }} <\/style><\/div>\n\n\n\n\n<h2 id=\"block_9870e0c74ebcaae56051aab5fc2cd650\" class=\"c-headline c-headline--24 text-color-text text-left  \">\n  Do good \u2013 and talk about&nbsp;it&nbsp;<\/h2>\n\n\n\n<div id=\"block_7ba9b2a875d359efbebd245957cf0439\" class=\"text-block text-size-normal   \">\n  <div class=\"max-w-824\">    <p>The top priority for positioning a \u201csustainability brand\u201d is credibility. A&nbsp;company that wants to be perceived as sustainable must integrate the topic of sustainability into its everyday business on three levels:<\/p>\n<p><strong>Sustainable thinking<\/strong><br>\nDevelopment of a&nbsp;clear attitude towards sustainability, and definition of a&nbsp;sustainability strategy that is realistic for the company. The strategy is exemplified by top management; on this basis, a&nbsp;corporate culture geared to sustainability is built up and enforced.<\/p>\n<p><strong>Sustainable action<\/strong><br>\nConsistent inclusion of sustainability aspects in every new product, every performance, every service. The sustainability dimensions defined in the strategy are both a&nbsp;briefing, and a&nbsp;benchmark.<\/p>\n<p><strong>Sustainable measurement<\/strong><br>\nReview of actions and results along the defined attitude, and on the basis of comprehensible, long-term measurement series. This also includes transparent information on the findings and the measures derived for further optimization.<\/p>\n<p>And then \u2013 only then \u2013 when these three levels have been credibly established, the brand comes into play. Now the core messages of the brand can be focused on the topic of sustainability and made physically present and emotionally tangible at all touch-points. This may also mean abandoning other messages, because the brand\u2019s stakeholders have limited perception capacity, and too many messages dilute the sustainability focus of the refreshed brand&nbsp;story.<\/p>\n<p>Beyond the question of how brands communicate sustainability, however, there is a&nbsp;far more exciting question: how can the brand itself contribute to sustainable business management?<\/p>\n  <\/div>  <style>#block_7ba9b2a875d359efbebd245957cf0439 { margin-bottom: 24px;  } @media (min-width: 768px) { #block_7ba9b2a875d359efbebd245957cf0439 { margin-bottom: 36px;  }} @media (min-width: 992px) { #block_7ba9b2a875d359efbebd245957cf0439 { margin-bottom: 48px;  }} @media (min-width: 1200px) { #block_7ba9b2a875d359efbebd245957cf0439 { margin-bottom: 54px;  }} @media (min-width: 1500px) { #block_7ba9b2a875d359efbebd245957cf0439 { margin-bottom: 60px;  }} <\/style><\/div>\n\n\n\n\n<h2 id=\"block_4efd4e6cc28354922f57f53f5df83a12\" class=\"c-headline c-headline--24 text-color-text text-left  \">\n  Strong brands make companies more sustainable&nbsp;<\/h2>\n\n\n\n<div id=\"block_7b1957f4ac013d7aa090cac0a483631a\" class=\"text-block text-size-normal   \">\n  <div class=\"max-w-824\">    <p>Farsightedly managed, attractively positioned brands make companies adaptable, relevant and resilient. This means that innovative products and services can be continuously brought to market under a&nbsp;strong brand \u2013 without excessive marketing effort. Because customers and investors will trust a&nbsp;strong brand, even in times of rapid change. In this way, a&nbsp;strong brand not only secures current sales, but also \u2013 sustainably \u2013 future demand. Strong brands also are considered more attractive and preferred by customers. This preference for a&nbsp;well-managed brand is worth money: it enables the sustainable implementation of a&nbsp;price premium, and it leads to an increase in market share in the long term. The price premium also holds potential for a&nbsp;sustainable feedback effect: more resources can be allocated to the development of high-quality products due to the larger margins. High-quality products are therefore often also more sustainable products \u2013 made of durable materials, with a&nbsp;timeless design, and manufactured in a&nbsp;process that is well planned, from creation to recycling.<\/p>\n  <\/div>  <style>#block_7b1957f4ac013d7aa090cac0a483631a { margin-bottom: 24px;  } @media (min-width: 768px) { #block_7b1957f4ac013d7aa090cac0a483631a { margin-bottom: 36px;  }} @media (min-width: 992px) { #block_7b1957f4ac013d7aa090cac0a483631a { margin-bottom: 48px;  }} @media (min-width: 1200px) { #block_7b1957f4ac013d7aa090cac0a483631a { margin-bottom: 54px;  }} @media (min-width: 1500px) { #block_7b1957f4ac013d7aa090cac0a483631a { margin-bottom: 60px;  }} <\/style><\/div>\n\n\n\n\n<h3 id=\"block_41114fc5a23437115c0fdb4fce8a02eb\" class=\"c-headline c-headline--24 text-color-text text-left  \">\n  Sustainable brand management&nbsp;<\/h3>\n\n\n\n<div id=\"block_66a771c772b375d0a8e10bc827d87afa\" class=\"text-block text-size-normal   \">\n  <div class=\"max-w-824\">    <p>A sustainably managed brand is convincing in three dimensions:<\/p>\n<p><strong>Sustainable strategy:&nbsp;<\/strong>The brand strategy is defined long term. and on the basis of the corporate strategy \u2013 from brand architecture, positioning and brand personality to a&nbsp;system-capable, easy-to-implement brand identity.<\/p>\n<p><strong>Sustainable communication: <\/strong>The brand sends out clear, authentic messages, tells a&nbsp;consistent story at all touch-points along a&nbsp;very long period of time \u2013 and keeps its promises at every single touch-point. The brand also has a&nbsp;lasting and appropriate presence. Strong brands make companies more sustainable.<\/p>\n<p><strong>Sustainable differentiation:&nbsp;<\/strong>The brand creates long-term relevance for customers, in all dimensions, from offering to positioning to communication. It ensures a&nbsp;differentiated, concise and inspiring perception, and it offers customers, investors and talent a&nbsp;clear choice.<\/p>\n<p>This text was first published in Handelszeitung Special \u201eBrands\u201c, June 8,&nbsp;2017<\/p>\n  <\/div>  <style>#block_66a771c772b375d0a8e10bc827d87afa { margin-bottom: 32px;  } @media (min-width: 768px) { #block_66a771c772b375d0a8e10bc827d87afa { margin-bottom: 48px;  }} @media (min-width: 992px) { #block_66a771c772b375d0a8e10bc827d87afa { margin-bottom: 64px;  }} @media (min-width: 1200px) { #block_66a771c772b375d0a8e10bc827d87afa { margin-bottom: 72px;  }} @media (min-width: 1500px) { #block_66a771c772b375d0a8e10bc827d87afa { margin-bottom: 80px;  }} <\/style><\/div>\n\n\n\n\n<p id=\"block_f73ac3d5be122ddd8ba9bdb6a154af15\" 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\" 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https:\/\/markenfels.ch\/wp-content\/uploads\/2025\/04\/Markenfels_ThoughtLeadership_IPOReadiness_250407-300x169.jpg 300w, https:\/\/markenfels.ch\/wp-content\/uploads\/2025\/04\/Markenfels_ThoughtLeadership_IPOReadiness_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_IPOReadiness_250407-963x539.jpg 963w, https:\/\/markenfels.ch\/wp-content\/uploads\/2025\/04\/Markenfels_ThoughtLeadership_IPOReadiness_250407-300x169.jpg 300w, https:\/\/markenfels.ch\/wp-content\/uploads\/2025\/04\/Markenfels_ThoughtLeadership_IPOReadiness_250407-595x334.jpg 595w\" 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            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