{"id":5510,"date":"2025-04-07T15:12:56","date_gmt":"2025-04-07T15:12:56","guid":{"rendered":"https:\/\/markenfels.ch\/?post_type=thought_leadership&#038;p=5510"},"modified":"2025-04-09T07:53:44","modified_gmt":"2025-04-09T07:53:44","slug":"is-your-brand-ipo-ready","status":"publish","type":"thought_leadership","link":"https:\/\/markenfels.ch\/en\/thought-leadership\/is-your-brand-ipo-ready\/","title":{"rendered":"Is your brand IPO&nbsp;ready?"},"content":{"rendered":"<figure class=\"wp-block-video alignfull\"><noscript><video height=\"1080\" style=\"aspect-ratio: 1920 \/ 1080;\" width=\"1920\" autoplay loop muted poster=\"https:\/\/markenfels.ch\/wp-content\/uploads\/2025\/04\/Markenfels_ThoughtLeadership_IPOReadiness_250407.jpg\" src=\"https:\/\/markenfels.ch\/wp-content\/uploads\/2025\/04\/Markenfels_ThoughtLeadership_IPOReadiness_250407.mp4\" playsinline><\/video><\/noscript><video height=\"1080\" style=\"aspect-ratio: 1920 \/ 1080;\" width=\"1920\" loop muted src=\"https:\/\/markenfels.ch\/wp-content\/uploads\/2025\/04\/Markenfels_ThoughtLeadership_IPOReadiness_250407.mp4\" playsinline data-poster=\"https:\/\/markenfels.ch\/wp-content\/uploads\/2025\/04\/Markenfels_ThoughtLeadership_IPOReadiness_250407.jpg\" preload=\"none\" data-autoplay class=\" lazyload\"><\/video><\/figure>\n\n\n\n<div id=\"block_0f22fc1d43aeee657330f0bf443603fa\" class=\"text-block text-size-large   \">\n  <div class=\"max-w-824\">    <div class=\"page\" title=\"Page 1\">\n<div class=\"layoutArea\">\n<div class=\"column\">\n<div class=\"page\" title=\"Page 1\">\n<div class=\"layoutArea\">\n<div class=\"column\">\n<p><strong>A few months before the IPO, it suddenly hits the executive committee: \u201cWhat do we do about branding?\u201d Branding mistakes during an IPO are expensive.<\/strong> <strong>A&nbsp;brand that is positioned too low reduces market capitalization by billions.<\/strong> A&nbsp;company name that is not protected or protected too late can lead to legal disputes \u2013 in the worst case to loss of the name. And a&nbsp;lack of internal prospects may cause talent to leave even before the&nbsp;IPO.<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n  <\/div>  <style>#block_0f22fc1d43aeee657330f0bf443603fa { margin-top: 60px; margin-bottom: 24px;  } @media (min-width: 768px) { #block_0f22fc1d43aeee657330f0bf443603fa { margin-top: 90px; margin-bottom: 36px;  }} @media (min-width: 992px) { #block_0f22fc1d43aeee657330f0bf443603fa { margin-top: 120px; margin-bottom: 48px;  }} @media (min-width: 1200px) { #block_0f22fc1d43aeee657330f0bf443603fa { margin-top: 135px; margin-bottom: 54px;  }} @media (min-width: 1500px) { #block_0f22fc1d43aeee657330f0bf443603fa { margin-top: 150px; margin-bottom: 60px;  }} <\/style><\/div>\n\n\n\n\n<h2 id=\"block_b79c488fb2e99e88e6b29e9f4f561c63\" class=\"c-headline c-headline--24 text-color-text text-left  \">\n  Challenges in IPO branding&nbsp;<\/h2>\n\n\n\n<div id=\"block_212712c9da8ec2eb371a2711090aa73f\" class=\"text-block text-size-normal   \">\n  <div class=\"max-w-824\">    <div class=\"page\" title=\"Page 2\">\n<div class=\"layoutArea\">\n<div class=\"column\">\n<div class=\"page\" title=\"Page 2\">\n<div class=\"layoutArea\">\n<div class=\"column\">\n<div class=\"page\" title=\"Page 2\">\n<div class=\"section\">\n<div class=\"layoutArea\">\n<div class=\"column\">\n<p>An IPO or carve-out of a&nbsp;business unit does not only involve complex legal aspects but also challenges for brand management. Far-reaching questions have to be answered under extreme time pressure, under strict confidentiality. A&nbsp;structured IPO or carve-out branding process that addresses all relevant questions reduces risks and smoothens the&nbsp;way.<\/p>\n<p>&nbsp;<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n  <\/div>  <\/div>\n\n\n\n\n<h2 id=\"block_292012f09e9a729540a8be7198a99211\" class=\"c-headline c-headline--24 text-color-text text-left  \">\n  The Markenfels IPO Brand Navigator\u00a9&nbsp;<\/h2>\n\n\n\n<div id=\"block_6f9d622c5ccf93c1e0279f9a99d893c9\" class=\"text-block text-size-normal   \">\n  <div class=\"max-w-824\">    <div class=\"page\" title=\"Page 2\">\n<div class=\"layoutArea\">\n<div class=\"column\">\n<div class=\"page\" title=\"Page 2\">\n<div class=\"layoutArea\">\n<div class=\"column\">\n<div class=\"page\" title=\"Page 2\">\n<div class=\"section\">\n<div class=\"layoutArea\">\n<div class=\"column\">\n<p>The Markenfels IPO Brand Navigator\u00a9 is a&nbsp;safe, structured branding process to prepare the corporate brand for the IPO. The process can be used to strengthen an existing corporate brand \u2013 or to develop a&nbsp;new brand in the event of a&nbsp;carve-out.<\/p>\n<div class=\"page\" title=\"Page 2\">\n<div class=\"section\">\n<div class=\"layoutArea\">\n<div class=\"column\">\n<p>The Markenfels IPO Brand Navigator\u00a9 prepares the corporate brand for the&nbsp;IPO.<\/p>\n<p>&nbsp;<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n  <\/div>  <\/div>\n\n\n\n<figure class=\"wp-block-image size-large\"><noscript><img decoding=\"async\" width=\"1024\" height=\"248\" src=\"https:\/\/markenfels.ch\/wp-content\/uploads\/2025\/03\/Markenfels_IPO_Brand_Navigator\u00a9_250327-1-1024x248.png\" alt class=\"wp-image-5520\" srcset=\"https:\/\/markenfels.ch\/wp-content\/uploads\/2025\/03\/Markenfels_IPO_Brand_Navigator\u00a9_250327-1-1024x248.png 1024w, https:\/\/markenfels.ch\/wp-content\/uploads\/2025\/03\/Markenfels_IPO_Brand_Navigator\u00a9_250327-1-300x73.png 300w, https:\/\/markenfels.ch\/wp-content\/uploads\/2025\/03\/Markenfels_IPO_Brand_Navigator\u00a9_250327-1-768x186.png 768w, https:\/\/markenfels.ch\/wp-content\/uploads\/2025\/03\/Markenfels_IPO_Brand_Navigator\u00a9_250327-1-1536x372.png 1536w, https:\/\/markenfels.ch\/wp-content\/uploads\/2025\/03\/Markenfels_IPO_Brand_Navigator\u00a9_250327-1-2048x496.png 2048w\" sizes=\"(max-width: 1024px) 100vw, 1024px\"><\/noscript><img decoding=\"async\" width=\"1024\" height=\"248\" src=\"data:image\/svg+xml,%3Csvg%20xmlns%3D%22http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%22%20viewBox%3D%220%200%201024%20248%22%3E%3C%2Fsvg%3E\" alt class=\"wp-image-5520 lazyload\" srcset=\"data:image\/svg+xml,%3Csvg%20xmlns%3D%22http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%22%20viewBox%3D%220%200%201024%20248%22%3E%3C%2Fsvg%3E 1024w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" data-srcset=\"https:\/\/markenfels.ch\/wp-content\/uploads\/2025\/03\/Markenfels_IPO_Brand_Navigator\u00a9_250327-1-1024x248.png 1024w, https:\/\/markenfels.ch\/wp-content\/uploads\/2025\/03\/Markenfels_IPO_Brand_Navigator\u00a9_250327-1-300x73.png 300w, https:\/\/markenfels.ch\/wp-content\/uploads\/2025\/03\/Markenfels_IPO_Brand_Navigator\u00a9_250327-1-768x186.png 768w, https:\/\/markenfels.ch\/wp-content\/uploads\/2025\/03\/Markenfels_IPO_Brand_Navigator\u00a9_250327-1-1536x372.png 1536w, https:\/\/markenfels.ch\/wp-content\/uploads\/2025\/03\/Markenfels_IPO_Brand_Navigator\u00a9_250327-1-2048x496.png 2048w\" data-src=\"https:\/\/markenfels.ch\/wp-content\/uploads\/2025\/03\/Markenfels_IPO_Brand_Navigator\u00a9_250327-1-1024x248.png\" loading=\"lazy\"><\/figure>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div id=\"block_399289e0ace293d2fec3e16e232ccfe5\" class=\"text-block text-size-normal   \">\n  <div class=\"max-w-824\">    <div class=\"page\" title=\"Page 2\">\n<div class=\"layoutArea\">\n<div class=\"column\">\n<div class=\"page\" title=\"Page 2\">\n<div class=\"layoutArea\">\n<div class=\"column\">\n<div class=\"page\" title=\"Page 2\">\n<div class=\"section\">\n<div class=\"layoutArea\">\n<div class=\"column\">\n<p>During the due diligence phase, a&nbsp;brand audit is recommended to clarify if branding supports the future business strategy and has the power to attract investors, talent, and new clients.<\/p>\n<p>In the preparation phase, the brand positioning, key messages and, if necessary, a&nbsp;new name and logo are developed. The development of a&nbsp;new name must start at least 5&nbsp;months before the IPO to allow legal brand protection. Development and registration each take 1&nbsp;month, and the opposition period, during which a&nbsp;market participant can file an appeal, takes another 3&nbsp;months. IP departments of many companies therefore register neutral names \u201cin stock\u201d. This reduces risks and saves time. During the preparation phase, the brand experience is also revised or newly developed.<\/p>\n<p>In the implementation phase, the brand is launched to the market and ongoing brand management begins.<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n  <\/div>  <\/div>\n\n\n\n      <div id=\"block_c39754c0f782009e0eec0f5ce424a33b\" 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    \n\n<h3 id=\"component-63dd313cd1e41\" class=\"c-headline c-headline--18 text-color-text text-left  \">\n  Key to success&nbsp;<\/h3>\n\n<div id=\"component-63dd313cd1f10\" class=\"text-block text-size-normal   \">\n  <div class=\"max-w-824\">    <p class=\"p2\">In addition to broad experience in branding on both company and agency side, three factors are key to success in IPO branding:<\/p>\n<ol>\n<li class=\"p2\"><strong>Early involvement of branding in the IPO process,<\/strong> ideally in the preparation phase for the&nbsp;IPO.<\/li>\n<li class=\"p2\"><strong>Structured planning of necessary sub-projects along an immovable roadmap.<\/strong> This also includes a&nbsp;triage of requirements that must be resolved before the IPO for legal and communication reasons \u2013 and tasks that can be completed at a&nbsp;later stage.<\/li>\n<li class=\"p2\"><strong>Super fast decisions<\/strong> on the company side.<\/li>\n<\/ol>\n  <\/div>  <\/div>\n  <\/div>\n<\/div>\n\n<\/div>\n\n\n\n<h2 id=\"block_d1d9f4a4481f06b0ea561c161abd1c83\" class=\"c-headline c-headline--24 text-color-text text-left  \">\n  IPO of an existing company&nbsp;<\/h2>\n\n\n\n<div id=\"block_31ce03be00087349c239895223c2e181\" class=\"text-block text-size-normal   \">\n  <div class=\"max-w-824\">    <div class=\"page\" title=\"Page 2\">\n<div class=\"layoutArea\">\n<div class=\"column\">\n<div class=\"page\" title=\"Page 3\">\n<div class=\"layoutArea\">\n<div class=\"column\">\n<div class=\"page\" title=\"Page 3\">\n<div class=\"layoutArea\">\n<div class=\"column\">\n<p>Which branding elements generally need to be implemented at the moment of an IPO? This depends on the form of the IPO. If an existing company goes public, it will already have all the necessary elements in place, such as name, logo and a&nbsp;corporate design. In such cases, an IPO is often used to make a&nbsp;statement both internally and externally through a&nbsp;brand refresh. This decision subsequently influences the branding roadmap.<\/p>\n<p>If there is enough time, it is worth introducing a&nbsp;new brand experience a&nbsp;few months before the IPO \u2013 and using it for investor and talent communication.<\/p>\n<p>&nbsp;<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n  <\/div>  <\/div>\n\n\n\n\n<h2 id=\"block_e78b0ff414b1120dc2ade22e3986b20b\" class=\"c-headline c-headline--24 text-color-text text-left  \">\n  IPO in the case of a&nbsp;carve-out&nbsp;<\/h2>\n\n\n\n<div id=\"block_6625a27e2debb8ef4c2c8c9e56e5b8af\" class=\"text-block text-size-normal   \">\n  <div class=\"max-w-824\">    <div class=\"page\" title=\"Page 2\">\n<div class=\"layoutArea\">\n<div class=\"column\">\n<div class=\"page\" title=\"Page 3\">\n<div class=\"layoutArea\">\n<div class=\"column\">\n<p class=\"p1\">In the case of a&nbsp;carve-out, where part of a&nbsp;company is floated on the stock exchange as an independent company, the carve-out agreement sets out the mandatory branding elements to ensure that the two future companies can be clearly differentiated. These can be, for example<\/p>\n<ul>\n<li class=\"p1\">A new, differentiating company name<\/li>\n<li class=\"p1\">A new, differentiating logo<\/li>\n<li class=\"p1\">A new, differentiating brand experience<\/li>\n<li class=\"p1\">Preliminary implementation at defined touchpoints, such as website, business cards, stationery, PowerPoint, signage on-site, e\u2011mail sender<\/li>\n<li class=\"p1\">etc.<\/li>\n<\/ul>\n<p class=\"p1\">As part of the carve-out agreement, a&nbsp;time frame of 6\u201312 months is usually set during which the company is still supported by the parent company and more complex touchpoints are rebranded step by step. These can be, for example<\/p>\n<ul>\n<li class=\"p1\">Product branding<\/li>\n<li class=\"p1\">Industrial design<\/li>\n<li class=\"p1\">Packaging<\/li>\n<li class=\"p1\">Apparel programs<\/li>\n<li class=\"p1\">Vehicle fleets<\/li>\n<li class=\"p1\">e\u2011Commerce applications<\/li>\n<li class=\"p1\">etc.<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n  <\/div>  <\/div>\n\n\n\n\n<h2 id=\"block_a81ea4551796af136c49397f9f6294a0\" class=\"c-headline c-headline--24 text-color-text text-left  \">\n  Checklist for creating a&nbsp;new IPO ready company name&nbsp;<\/h2>\n\n\n\n<div id=\"block_14ae7df72c0e3e70d89026dd4c23a4f1\" class=\"text-block text-size-normal   \">\n  <div class=\"max-w-824\">    <div class=\"page\" title=\"Page 2\">\n<div class=\"layoutArea\">\n<div class=\"column\">\n<div class=\"page\" title=\"Page 3\">\n<div class=\"layoutArea\">\n<div class=\"column\">\n<p class=\"p1\"><strong>Quality checks<\/strong><\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n  <\/div>  <\/div>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><noscript><img decoding=\"async\" width=\"420\" height=\"400\" src=\"https:\/\/markenfels.ch\/wp-content\/uploads\/2025\/04\/Markenfels_ThoughtLeadership_IPOReadiness_250407_1.svg\" alt class=\"wp-image-5644\" style=\"object-fit:cover;width:504px;height:480px\"><\/noscript><img decoding=\"async\" width=\"420\" height=\"400\" src=\"data:image\/svg+xml,%3Csvg%20xmlns%3D%22http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%22%20viewBox%3D%220%200%20420%20400%22%3E%3C%2Fsvg%3E\" alt class=\"wp-image-5644 lazyload\" style=\"object-fit:cover;width:504px;height:480px\" data-src=\"https:\/\/markenfels.ch\/wp-content\/uploads\/2025\/04\/Markenfels_ThoughtLeadership_IPOReadiness_250407_1.svg\" loading=\"lazy\"><\/figure>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div id=\"block_da493ee959a39d7c70920c8bd2cc870f\" class=\"text-block text-size-normal   \">\n  <div class=\"max-w-824\">    <div class=\"page\" title=\"Page 2\">\n<div class=\"layoutArea\">\n<div class=\"column\">\n<div class=\"page\" title=\"Page 3\">\n<div class=\"layoutArea\">\n<div class=\"column\">\n<p class=\"p1\"><strong>Availability checks<\/strong><\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n  <\/div>  <\/div>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><noscript><img decoding=\"async\" width=\"420\" height=\"200\" src=\"https:\/\/markenfels.ch\/wp-content\/uploads\/2025\/04\/Markenfels_ThoughtLeadership_IPOReadiness_250407_2.svg\" alt class=\"wp-image-5648\" style=\"object-fit:cover;width:504px;height:240px\"><\/noscript><img decoding=\"async\" width=\"420\" height=\"200\" src=\"data:image\/svg+xml,%3Csvg%20xmlns%3D%22http%3A%2F%2Fwww.w3.org%2F2000%2Fsvg%22%20viewBox%3D%220%200%20420%20200%22%3E%3C%2Fsvg%3E\" alt class=\"wp-image-5648 lazyload\" style=\"object-fit:cover;width:504px;height:240px\" data-src=\"https:\/\/markenfels.ch\/wp-content\/uploads\/2025\/04\/Markenfels_ThoughtLeadership_IPOReadiness_250407_2.svg\" loading=\"lazy\"><\/figure>\n\n\n\n<div id=\"block_aab660311271b9c992709dfba35672ad\" class=\"text-block text-size-normal   \">\n  <div class=\"max-w-824\">    <div class=\"page\" title=\"Page 2\">\n<div class=\"layoutArea\">\n<div class=\"column\">\n<div class=\"page\" title=\"Page 3\">\n<div class=\"layoutArea\">\n<div class=\"column\"><\/div>\n<div class=\"column\">\n<p class=\"p3\">* These checks require support from specialized IP lawyers<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n  <\/div>  <\/div>\n\n\n\n\n<p id=\"block_da42734e58d3837ebbf4a590ca234b9a\" class=\"text-left  \">\n    <a href=\"https:\/\/markenfels.ch\/en\/kontakt\/\" 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\" 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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, 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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\" 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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                          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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\/\" 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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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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\" src=\"https:\/\/markenfels.ch\/wp-content\/uploads\/2020\/10\/Markenfels_Thought-Leadership_Brand_Value_Creation_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_Brand_Value_Creation_01_201014-963x539.jpg 963w, https:\/\/markenfels.ch\/wp-content\/uploads\/2020\/10\/Markenfels_Thought-Leadership_Brand_Value_Creation_01_201014-300x169.jpg 300w, https:\/\/markenfels.ch\/wp-content\/uploads\/2020\/10\/Markenfels_Thought-Leadership_Brand_Value_Creation_01_201014-1926x1078.jpg 1926w, https:\/\/markenfels.ch\/wp-content\/uploads\/2020\/10\/Markenfels_Thought-Leadership_Brand_Value_Creation_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 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mt-14 lg:w-12\/24\">\n              <h4 class=\"c-headline c-headline--xsmall mb-0\">\n                Value Creation&nbsp;<\/h4>\n              <div class=\"text-18 lg:text-24 leading-tight mt-1 font-light\">\n                How a&nbsp;strong brand drives business success&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\/truly-digital-brands\/\" 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_Truly_Digital_Brands_201013-963x539.jpg\" class=\"w-full shadow-slider wp-post-image\" alt srcset=\"https:\/\/markenfels.ch\/wp-content\/uploads\/2020\/10\/Markenfels_Thought-Leadership_Truly_Digital_Brands_201013-963x539.jpg 963w, https:\/\/markenfels.ch\/wp-content\/uploads\/2020\/10\/Markenfels_Thought-Leadership_Truly_Digital_Brands_201013-300x169.jpg 300w, https:\/\/markenfels.ch\/wp-content\/uploads\/2020\/10\/Markenfels_Thought-Leadership_Truly_Digital_Brands_201013-1926x1078.jpg 1926w, https:\/\/markenfels.ch\/wp-content\/uploads\/2020\/10\/Markenfels_Thought-Leadership_Truly_Digital_Brands_201013-595x334.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\" 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