{"id":4391,"date":"2023-03-05T13:29:50","date_gmt":"2023-03-05T13:29:50","guid":{"rendered":"https:\/\/markenfels.ch\/?post_type=thought_leadership&#038;p=4391"},"modified":"2025-01-24T09:48:33","modified_gmt":"2025-01-24T09:48:33","slug":"from-hidden-champion-to-industry-leader","status":"publish","type":"thought_leadership","link":"https:\/\/markenfels.ch\/en\/thought-leadership\/from-hidden-champion-to-industry-leader\/","title":{"rendered":"From hidden champion to industry leader"},"content":{"rendered":"<figure class=\"wp-block-video alignfull\"><noscript><video height=\"1080\" style=\"aspect-ratio: 1920 \/ 1080;\" width=\"1920\" autoplay loop muted src=\"https:\/\/markenfels.ch\/wp-content\/uploads\/2023\/03\/Markenfels_B2B-Branding_HiddenChampion_230321.mp4\" playsinline><\/video><\/noscript><video height=\"1080\" style=\"aspect-ratio: 1920 \/ 1080;\" width=\"1920\" loop muted src=\"https:\/\/markenfels.ch\/wp-content\/uploads\/2023\/03\/Markenfels_B2B-Branding_HiddenChampion_230321.mp4\" playsinline preload=\"none\" data-autoplay class=\" lazyload\"><\/video><\/figure>\n\n\n\n<div id=\"block_4147b16a55d7ab1361217fef285cbb76\" class=\"text-block text-size-large   \">\n  <div class=\"max-w-824\">    <p><span style=\"font-size:38px\">B2B branding is the strategic and systematic development and implementation of the corporate brand<\/span><\/p>\n  <\/div>  <style>#block_4147b16a55d7ab1361217fef285cbb76 { margin-top: 60px; margin-bottom: 24px;  } @media (min-width: 768px) { #block_4147b16a55d7ab1361217fef285cbb76 { margin-top: 90px; margin-bottom: 36px;  }} @media (min-width: 992px) { #block_4147b16a55d7ab1361217fef285cbb76 { margin-top: 120px; margin-bottom: 48px;  }} @media (min-width: 1200px) { #block_4147b16a55d7ab1361217fef285cbb76 { margin-top: 135px; margin-bottom: 54px;  }} @media (min-width: 1500px) { #block_4147b16a55d7ab1361217fef285cbb76 { margin-top: 150px; margin-bottom: 60px;  }} <\/style><\/div>\n\n\n\n<div id=\"block_4317dee69aa26d867843803fbf0adf04\" class=\"text-block text-size-normal   \">\n  <div class=\"max-w-824\">    <p>The brand is a&nbsp;key factor for business success, also in B2B. Because in B2B, too, it\u2019s not just the price that counts: the brand significantly contributes to the purchase decision. And purchasing decisions are fundamentally made by people. Trusting a&nbsp;brand is&nbsp;key.<\/p>\n  <\/div>  <\/div>\n\n\n\n\n<h2 id=\"block_a00829064a348360e302297c4685efc2\" class=\"c-headline c-headline--24 text-color-text text-left  \">\n  Business strategy as starting point  <style>#block_a00829064a348360e302297c4685efc2 { margin-top: 0px;  } @media (min-width: 768px) { #block_a00829064a348360e302297c4685efc2 { margin-top: 0px;  }} @media (min-width: 992px) { #block_a00829064a348360e302297c4685efc2 { margin-top: 0px;  }} @media (min-width: 1200px) { #block_a00829064a348360e302297c4685efc2 { margin-top: 0px;  }} @media (min-width: 1500px) { #block_a00829064a348360e302297c4685efc2 { margin-top: 0px;  }} <\/style><\/h2>\n\n\n\n<div id=\"block_9e4787fc01de5a1faf838fff7592f5b6\" class=\"text-block text-size-normal   \">\n  <div class=\"max-w-824\">    <p>The basis for a&nbsp;successful B2B brand is the clear alignment of the brand with the corporate strategy: how can the brand help to implement the strategy, for example, to achieve growth, enable internationalization or increase profitability?&nbsp;<\/p>\n<p>Precise brand positioning ensures that corporate goals are translated into attractive communication. The positioning is the foundation for the development of the brand experience. To ensure successful implementation, the brand identity must be systematic, efficient and easy to use. This ensures that brand management cost can be reduced in the long&nbsp;run.<\/p>\n  <\/div>  <style>#block_9e4787fc01de5a1faf838fff7592f5b6 { margin-bottom: 24px;  } @media (min-width: 768px) { #block_9e4787fc01de5a1faf838fff7592f5b6 { margin-bottom: 36px;  }} @media (min-width: 992px) { #block_9e4787fc01de5a1faf838fff7592f5b6 { margin-bottom: 48px;  }} @media (min-width: 1200px) { #block_9e4787fc01de5a1faf838fff7592f5b6 { margin-bottom: 54px;  }} @media (min-width: 1500px) { #block_9e4787fc01de5a1faf838fff7592f5b6 { margin-bottom: 60px;  }} <\/style><\/div>\n\n\n\n\n<h2 id=\"block_e18f52cce83405100df6a7e25df8ebac\" class=\"c-headline c-headline--24 text-color-text text-left  \">\n  Benefits of a&nbsp;strong B2B&nbsp;brand&nbsp;<\/h2>\n\n\n\n<div id=\"block_ea8db75bf5e98659ce6dcd59e6641808\" class=\"text-block text-size-normal   \">\n  <div class=\"max-w-824\">    <p>A strong B2B&nbsp;brand&nbsp;<\/p>\n<ul>\n<li><strong>creates preference:<\/strong> the brand turns into a&nbsp;preferred brand.<\/li>\n<li><strong>enables a&nbsp;price premium:<\/strong> the company can realize a&nbsp;higher price compared to similar competing products.<\/li>\n<li><strong>reduces costs:<\/strong> through high communication efficiency and a&nbsp;focus on one or a&nbsp;few brands, a&nbsp;company increases its profitability.<\/li>\n<li><strong>reduces risks:<\/strong> established and well-known brands find it easier to introduce new products and services.<\/li>\n<\/ul>\n  <\/div>  <\/div>\n\n\n\n\n<h2 id=\"block_0519e75e9629bbf08639b22a9a5a46f3\" class=\"c-headline c-headline--24 text-color-text text-left  \">\n  The role of brand in&nbsp;B2B&nbsp;<\/h2>\n\n\n\n<div id=\"block_cf5536fbe997b36b8be8752e755a0bad\" class=\"text-block text-size-normal   \">\n  <div class=\"max-w-824\">    <p>In B2B, the brand contributes between 2% and 20% to the purchase decision.<sup>2<\/sup> This value is called \u201crole of brand\u201d and depends strongly on the industry and the positioning of the&nbsp;brand.<\/p>\n<p>While the role of brand can be as high as 20% in innovation industries such as med-tech, the brand plays a&nbsp;lesser role in the commodity sector (e.g. basic chemicals), where the focus is on standardized quality and availability of the substances. Positioning also influences the role of brand: premium brands contribute significantly more to the purchase decision than low-priced entry-level brands.<\/p>\n  <\/div>  <\/div>\n\n\n\n      <div id=\"block_ec6f56c8256efdd66bb023104516caa5\" class=\"full alignfull default-block-spacing  l-block\">\n        \n<div class=\"pt-10 pb-10 md:pt-18 md:pb-15\" style=\"background-color:#F8F8F8\">\n  <div class=\"l-wrap\"> \n      <\/div>\n<\/div>\n\n<\/div>\n\n\n      <div id=\"block_55c5d6d726bae51ec53ddff62a53b8d0\" class=\"full alignfull default-block-spacing  l-block\">\n        \n  <div class=\"l-wrap\">\n                  <div class=\"max-w-824\">\n                      <div class=\"text-14 mb-1\">\n\n              <a class=\"c-link--light c-link--no-underline c-link--underline c-link--block c-link--break-all\" href=\"https:\/\/www.wipo.int\/edocs\/infogdocs\/en\/ipfactsandfigures\/\" target=\"_self\">1&nbsp;https:\/\/www.wipo.int\/edocs\/infogdocs\/en\/ipfactsandfigures\/<\/a>\n            <\/div>\n                  <\/div>\n              <div class=\"max-w-824\">\n                      <div class=\"text-14 mb-1\">\n\n              <a class=\"c-link--light c-link--no-underline c-link--underline c-link--block c-link--break-all\" href=\"https:\/\/www.mckinsey.com\/business-functions\/marketing-and-sales\/our-insights\/the-brand-is-back-staying-relevant-in-an-accelerating-age\" target=\"_self\">2&nbsp;https:\/\/www.mckinsey.com\/business-functions\/marketing-and-sales\/our-insights\/the-brand-is-back-staying-relevant-in-an-accelerating-age<\/a>\n            <\/div>\n                  <\/div>\n            <\/div>\n\n<\/div>\n\n\n<div id=\"block_60ddc75fe1ef69ba370c846e9ea274d1\" class=\"text-block text-size-normal   \">\n  <div class=\"max-w-824\">    <p>Discover our comprehensive guide to the <strong><a href=\"https:\/\/markenfels.ch\/en\/b2b-branding\/\">B2B Brand Experience<\/a><\/strong>.<\/p>\n  <\/div>  <style>#block_60ddc75fe1ef69ba370c846e9ea274d1 { margin-bottom: 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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            <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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