The "Werkbuch M wie Marke" is supposed to be a kind of “specification sheet” for successful brand marketing. And it´s not merely a book, but an aid for working. Profit-oriented. Based on concrete questions arising from the everyday life of brands. A report and reflexion of the everyday brand work. Containing qualified theoretical instructions, working methods and patterns.
With practical examples of successful brands as well as some flops. Supplemented by conversations with some leading personalities of  brand-industry, commerce and science.

Moreover, this workbook is a perpetual motion machine. A never-ending story, which will be continually completed by the latest learnings about brands. In order to provide those who think, feel, lead and realize brands with a true-to-life, ready to hand and practicable reservoir containing current “Zeitgeist”-topics and trends all around the brand.

With contributions of Benson P. Shapiro, Prof. em. At Harvard Business School; Prof. Dr. Dr. h.c. mult. Heribert Meffert; Dr. Antonella Mei-Pochtler, Senior Partner, The Boston Consulting Group; Götz W. Werner, managing associate, dm-drogerie markt GmbH & Co.KG, Dr. Wolfgang Reitzle, Chairman, LINDE AG; Dr. Bruno Sälzer, Chairman, HUGO BOSS AG and many colleagues of the GREY GLOBAL GROUP.

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