{"id":5513,"date":"2025-04-08T10:16:13","date_gmt":"2025-04-08T10:16:13","guid":{"rendered":"https:\/\/markenfels.ch\/?post_type=thought_leadership&#038;p=5513"},"modified":"2025-04-08T12:12:55","modified_gmt":"2025-04-08T12:12:55","slug":"saving-on-branding-thats-going-to-be-expensive","status":"publish","type":"thought_leadership","link":"https:\/\/markenfels.ch\/en\/thought-leadership\/saving-on-branding-thats-going-to-be-expensive\/","title":{"rendered":"Saving on branding? That\u2019s going to be expensive&nbsp;\u2026"},"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\/2025\/04\/Markenfels_ThoughtLeadership_BiggestMistake_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_BiggestMistake_250407.mp4\" playsinline preload=\"none\" data-autoplay class=\" lazyload\"><\/video><\/figure>\n\n\n\n<div id=\"block_5082d687d5390ed99478ba54c598409e\" 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>Branding mistakes cost money \u2013 a&nbsp;fortune, in fact.<\/strong> Poorly positioned brands can impact profitability in millions. Frequent rebranding costs a&nbsp;ton of money. And brands that fail to build trust and relevance lose their customers.<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n  <\/div>  <style>#block_5082d687d5390ed99478ba54c598409e { margin-top: 60px; margin-bottom: 24px;  } @media (min-width: 768px) { #block_5082d687d5390ed99478ba54c598409e { margin-top: 90px; margin-bottom: 36px;  }} @media (min-width: 992px) { #block_5082d687d5390ed99478ba54c598409e { margin-top: 120px; margin-bottom: 48px;  }} @media (min-width: 1200px) { #block_5082d687d5390ed99478ba54c598409e { margin-top: 135px; margin-bottom: 54px;  }} @media (min-width: 1500px) { #block_5082d687d5390ed99478ba54c598409e { margin-top: 150px; margin-bottom: 60px;  }} <\/style><\/div>\n\n\n\n<div id=\"block_a68aad201cee5a3a6b29333ce9d0150c\" 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<p>Unclear positioning, inconsistent appearance, incoherent messages: many companies struggle with developing and nurturing their corporate brand. Understanding the biggest branding mistakes makes it easier to avoid them \u2013 and strengthen the&nbsp;brand.<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n  <\/div>  <\/div>\n\n\n\n\n<h2 id=\"block_86b6b3a0e9cadfeb64914a2082eab7e8\" class=\"c-headline c-headline--24 text-color-text text-left  \">\n  The biggest mistakes when developing a&nbsp;brand positioning&nbsp;<\/h2>\n\n\n\n<div id=\"block_3df93338c5b38bad7f5d45b0b6f8ed91\" 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<ul>\n<li class=\"p1\"><strong>Missing alignment with business strategy:<\/strong> a&nbsp;brand that is positioned incorrectly will not support the implementation of the business strategy \u2013 in the worst case, the brand will even work against the strategy.<\/li>\n<li class=\"p1\"><strong>Unclear positioning:<\/strong> brands that do not take a&nbsp;clear position find it difficult to generate relevance for their stakeholders.<\/li>\n<li class=\"p1\"><strong>Lack of credibility:<\/strong> Brands that fail to keep their promises lose the trust of their customers.<\/li>\n<li class=\"p1\"><strong>Frequent changes to the positioning without strategic justification<\/strong> weaken the brand. Here, too, relevance is&nbsp;lost.<\/li>\n<li class=\"p1\"><strong>Lack of differentiation:<\/strong> A&nbsp;brand that does not stand out from the competition offers no reason for customers to choose it.<\/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_6f2399b80dbd438e8ab1f0a994b850ce\" class=\"c-headline c-headline--24 text-color-text text-left  \">\n  The biggest mistakes in brand architecture&nbsp;<\/h2>\n\n\n\n<div id=\"block_b916022d14140dc72f0b694d570b600e\" 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<ul>\n<li class=\"p1\"><strong>Lack of or unprofessional strategy<\/strong> for defining the brand architecture.<\/li>\n<li class=\"p1\"><strong>Brand portfolio that is too large or brand architecture that is too complex:<\/strong> a&nbsp;brand portfolio that has grown over time or has been designed in a&nbsp;complicated way dilutes the attention of customers and weakens the overall perception of the company. In addition, a&nbsp;large brand portfolio requires considerable financial and human resources.<\/li>\n<li class=\"p1\"><strong>Insufficient differentiation of brands within a&nbsp;brand portfolio<\/strong> \u2013 this leads to confusion and makes it more difficult to address stakeholders in a&nbsp;targeted manner.<\/li>\n<li class=\"p1\"><strong>Choosing the wrong brand architecture,<\/strong> for example when a&nbsp;B2B company imitates a&nbsp;B2C brand strategy and tries to manage a&nbsp;very large brand portfolio. Due to limited resources in B2B, the individual brands are not sufficiently maintained and deteriorate, while the main brand is suppressed or even cannibalized by the other brands in the portfolio.<\/li>\n<li class=\"p1\"><strong>Missed integration after the acquisition<\/strong> of attractive small to medium-sized technology brands by large corporations: the new technology is not attributed to the corporate brand, but to the acquisition. The corporate brand is standing still, while the stand- alone technology brand faces difficulties in scaling.<\/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_d2efcdf8110895302e906acfca0326df\" class=\"c-headline c-headline--24 text-color-text text-left  \">\n  The biggest mistakes when developing a&nbsp;brand design&nbsp;<\/h2>\n\n\n\n<div id=\"block_ce457e6d5446b82d3feeb026db36f58d\" 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<ul>\n<li class=\"p1\"><strong>Generic imagery.<\/strong> Good brand designs have a&nbsp;unique visual style and imagery content that the brand can claim exclusively, to ensure recognizability.<\/li>\n<li class=\"p1\"><strong>Lack of system capability<\/strong> \u2013 in particular when the design idea is based on an advertising campaign and important elements and scaling, such as imagery, website, event design or signage, are not thought through integrally.<\/li>\n<li class=\"p1\"><strong>Inconsistency between brand design and marketing communication:<\/strong> the brand design must form the visual basis of marketing communication to ensure recognition and to strengthen the&nbsp;brand.<\/li>\n<li class=\"p1\"><strong>Focus on specifications.<\/strong> What is important is not the calculated distance between logo and edge of the format, but the overall effect and the interplay of the elements.<\/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_a81967f466eec616a013121f49b645e0\" class=\"c-headline c-headline--24 text-color-text text-left  \">\n  The biggest mistakes when implementing a&nbsp;brand experience&nbsp;<\/h2>\n\n\n\n<div id=\"block_dd289f7fe1e4f0b21471ea38f2190cc1\" 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<ul>\n<li class=\"p1\"><strong>Inconsistent appearance and messages.<\/strong> Inconsistency weakens recognizability and confuses stakeholders.<\/li>\n<li class=\"p1\"><strong>Overloaded or unclear communication.<\/strong> Complex messages require intellectual effort on the customer side \u2013 this reduces attention and weakens relevance.<\/li>\n<li class=\"p1\"><strong>Neglect of personal encounters.<\/strong> Poor customer service and unfriendly customer contact lead to dissatisfaction and a&nbsp;turning away from the&nbsp;brand.<\/li>\n<li class=\"p1\"><strong>Frustrating experiences in digital interaction with the brand.<\/strong> Incomprehensible navigation, a&nbsp;lack of options for action and aborted purchase processes that require the customer to re-enter all information are examples of poor user experience, leading to high bounce rates and ultimately to customers turning away from the&nbsp;brand.<\/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_bbf871400172086117e16a6f21cd158d\" class=\"c-headline c-headline--24 text-color-text text-left  \">\n  The biggest mistakes in brand management&nbsp;<\/h2>\n\n\n\n<div id=\"block_df72fcf4837cd3110618abd84975dd81\" 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<ul>\n<li class=\"p1\"><strong>Lack of strategic foundations:<\/strong> a&nbsp;brand with an unclear positioning is irrelevant \u2013 and will not become a&nbsp;preferred brand.<\/li>\n<li class=\"p1\"><strong>No adaptation to market changes:<\/strong> a&nbsp;brand that stands still and does not react to evolving customer needs and market situations risks to becoming irrelevant.<\/li>\n<li class=\"p1\"><strong>Inadequate internal brand management:<\/strong> if employees do not represent the brand to the outside world because they either do not understand it, or because they are just introduced to strategic principles and design elements in a&nbsp;rudimentary way, this will lead to a&nbsp;dilution of the brand. In the long run, brand equity is negatively affected \u2013 which equals destruction of assets.<\/li>\n<li class=\"p1\"><strong>Excessive focus on advertising\/marketing<\/strong> without building and maintaining the strategic branding foundation: A&nbsp;brand that exclusively relies on advertising campaigns may be able to achieve short-term sales success. However, frequently changing campaigns prevent the brand from developing a&nbsp;clear strategic profile. This impairs trust in the brand and brand loyalty.<\/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_12a9276248a49bc8ee8afee1537a604f\" class=\"c-headline c-headline--24 text-color-text text-left  \">\n  The biggest mistakes in B2B branding&nbsp;<\/h2>\n\n\n\n<div id=\"block_1a222a0cc13900fde2cc09b64dce0899\" 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 4\">\n<div class=\"layoutArea\">\n<div class=\"column\">\n<ul>\n<li class=\"p1\"><strong>Internal lack of brand awareness.<\/strong> The brand is not seen as a&nbsp;business- relevant asset in the company, so it is not actively maintained and provided with the appropriate budget.<\/li>\n<li class=\"p1\"><strong>Inadequate brand protection.<\/strong> The brand is not registered in the relevant trademark registers, or only in a&nbsp;rudimentary way. If a&nbsp;company wants to expand into new markets, for example as part of an acquisition, unprotected brands bear a&nbsp;significant business risk.<\/li>\n<li class=\"p1\"><strong>An uncontrolled growth of the brand portfolio,<\/strong> resulting from acquired, non-integrated companies. This reduces synergies, makes brand management more expensive and prevents the brand from being perceived as a&nbsp;leader in its segmenz.<\/li>\n<li class=\"p1\"><strong>An unclear brand strategy and a&nbsp;generic brand experience.<\/strong> Both lead to an unclear profile and reduce relevance for customers.<\/li>\n<li class=\"p1\"><strong>A weak brand presence,<\/strong> which in turn reduces brand awareness and reach, negatively impacting the acquisition of new customers.<\/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_6fa14a5c4bdedd623ad88c3d6cc86e21\" class=\"c-headline c-headline--24 text-color-text text-left  \">\n  The biggest mistakes in employer branding&nbsp;<\/h2>\n\n\n\n<div id=\"block_4373fb58d8a9002208e7998fa8c71ee6\" 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 4\">\n<div class=\"layoutArea\">\n<div class=\"column\">\n<ul>\n<li class=\"p1\"><strong>Neglect of the corporate brand.<\/strong> A&nbsp;strong employer brand is built on a&nbsp;strong, well-managed corporate brand. Without the corporate brand as a&nbsp;beacon, employer branding has limited chances of success.<\/li>\n<li class=\"p1\"><strong>Falsely reflecting a&nbsp;culture that is not lived.<\/strong> Companies should not try to present themselves differently in their employer branding than they really are. A&nbsp;startup-style glamour in employer branding leads to disappointment when the corporate reality is still traditional and hierarchical.<\/li>\n<li class=\"p1\"><strong>Neglect of the employer brand as a&nbsp;contributor to business success.<\/strong> Employer branding contributes significantly to business success: the company that attracts the best talent strengthens its market position and business success.<\/li>\n<li class=\"p1\"><strong>Development of a&nbsp;separate employer brand logo.<\/strong> A&nbsp;separate logo detracts attention from the corporate brand. It creates confusion and leads to inefficient and complex brand management.<\/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<p id=\"block_e2d63e635b7dcf304637a8e0344ccd2e\" 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\" 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)\" fill-rule=\"nonzero\"><path d=\"M15.549 9.892c0 .346-.296.627-.66.627H1.974c-.363 0-.659-.281-.659-.627V1.86c0-.346.296-.628.66-.628h12.916c.363 0 .659.282.659.628l-.001 8.032zM14.89-.024H1.974C.883-.024-.004.821-.004 1.861v8.04c0 1.04.887 1.885 1.977 1.885H14.89c1.09 0 1.977-.846 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data-aos=\"fade-up\" data-aos-easing=\"ease-in-out\" data-aos-duration=\"1000\" data-aos-delay=\"0\" data-aos-offset=\"200\">\n        \n\n\n  \n      <div class=\"swiper-container swiper-container--style-carousel c-slider\">\n      <div class=\"swiper-wrapper\">\n                              <div class=\"swiper-slide c-slider__slide\">\n          <a href=\"https:\/\/markenfels.ch\/en\/thought-leadership\/is-your-brand-ipo-ready\/\" 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_IPOReadiness_250407-963x539.jpg\" class=\"w-full shadow-slider wp-post-image\" alt 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\" 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 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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            <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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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\" data-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\" data-src=\"https:\/\/markenfels.ch\/wp-content\/uploads\/2020\/10\/Markenfels_Thought-Leadership_Truly_Digital_Brands_201013-963x539.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 the best stand&nbsp;out&nbsp;<\/h4>\n              <div class=\"text-18 lg:text-24 leading-tight mt-1 font-light\">\n                Truly Digital 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