My introductory lecture at the University of Zurich in the autumn semester of 2024 was all about strong brands. Together with my students, I explore the question of why some brands are stronger than others. The lecture provides an overview of important factors that can be used to recognise strong brands today.
Strong brands …
… are collective symbols.
… have a strong identity.
… stand for a clear promise.
… trigger emotions.
… utilise the possibilities of new technologies.
… are strong communities.
… are based on a strong business model.
The keynote has been recorded by the University of Zurich in September 2024.
How strong
brands are
built.
I deliver insights
that have a strong practical value
for my students.
