{"id":21726,"date":"2020-04-07T14:33:55","date_gmt":"2020-04-07T12:33:55","guid":{"rendered":"https:\/\/mandat.de\/de\/?page_id=21726"},"modified":"2020-05-29T19:36:52","modified_gmt":"2020-05-29T17:36:52","slug":"branding-and-brand-management","status":"publish","type":"page","link":"https:\/\/mandat.de\/de\/growth-expertise\/articles\/branding-and-brand-management\/?lang=en","title":{"rendered":"Branding and Brand Management"},"content":{"rendered":"<div id='layer_slider_1'  class='avia-layerslider main_color avia-shadow  avia-builder-el-0  el_before_av_one_third  avia-builder-el-first  container_wrap sidebar_right'  style='height: 201px;'  ><link href=\"https:\/\/fonts.googleapis.com\/css?family=Montserrat:100,100i,200,200i,300,300i,400,400i,500,500i,600,600i,700,700i,800,800i,900,900i\" rel=\"stylesheet\"><div id=\"layerslider_98_xk1nry1hmzkq\"  class=\"ls-wp-container fitvidsignore ls-selectable\" style=\"width:1280px;height:200px;margin:0 auto;margin-bottom: 0px;\"><div class=\"ls-slide\" ><img width=\"1280\" height=\"201\" src=\"https:\/\/mandat.de\/de\/wp-content\/uploads\/2024\/06\/ls-project-98-slide-1.jpg\" class=\"ls-tn\" alt=\"\" srcset=\"https:\/\/mandat.de\/de\/wp-content\/uploads\/2024\/06\/ls-project-98-slide-1.jpg 1280w, https:\/\/mandat.de\/de\/wp-content\/uploads\/2024\/06\/ls-project-98-slide-1-300x47.jpg 300w, https:\/\/mandat.de\/de\/wp-content\/uploads\/2024\/06\/ls-project-98-slide-1-1030x162.jpg 1030w, https:\/\/mandat.de\/de\/wp-content\/uploads\/2024\/06\/ls-project-98-slide-1-768x121.jpg 768w, https:\/\/mandat.de\/de\/wp-content\/uploads\/2024\/06\/ls-project-98-slide-1-705x111.jpg 705w\" sizes=\"(max-width: 1280px) 100vw, 1280px\" \/><h1 style=\"top:0px;left:0px;text-align:initial;font-weight:600;mix-blend-mode:normal;font-size:196px;line-height:212px;color:#f5f5f5;font-family:Montserrat;\" class=\"ls-l ls-text-layer\" data-ls=\"showinfo:1;position:relative;\">Brand and Brand Management<\/h1><h2 style=\"top:135px;left:-1px;text-align:initial;mix-blend-mode:normal;font-size:51px;line-height:57px;font-family:Montserrat;color:#133370;\" class=\"ls-l ls-text-layer\" data-ls=\"showinfo:1;position:relative;\">Brand and Brand Management<\/h2><\/div><\/div><\/div><div id='after_layer_slider_1'  class='main_color av_default_container_wrap container_wrap sidebar_right'  ><div class='container av-section-cont-open' ><div class='template-page content  av-content-small alpha units'><div class='post-entry post-entry-type-page post-entry-21726'><div class='entry-content-wrapper clearfix'>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_one_third-15d750bd1b332b34c6e70b077ebbccdf\">\n.flex_column.av-av_one_third-15d750bd1b332b34c6e70b077ebbccdf{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-av_one_third-15d750bd1b332b34c6e70b077ebbccdf av_one_third  avia-builder-el-1  el_after_av_layerslider  el_before_av_one_third  avia-builder-el-first  first flex_column_div av-zero-column-padding  '     ><p>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_heading-d1d90c5ecd7633bfc4030d2661d9b779\">\n#top .av-special-heading.av-av_heading-d1d90c5ecd7633bfc4030d2661d9b779{\npadding-bottom:10px;\n}\nbody .av-special-heading.av-av_heading-d1d90c5ecd7633bfc4030d2661d9b779 .av-special-heading-tag .heading-char{\nfont-size:25px;\n}\n.av-special-heading.av-av_heading-d1d90c5ecd7633bfc4030d2661d9b779 .av-subheading{\nfont-size:15px;\n}\n<\/style>\n<div  class='av-special-heading av-av_heading-d1d90c5ecd7633bfc4030d2661d9b779 av-special-heading-h6  avia-builder-el-2  el_before_av_textblock  avia-builder-el-first '><h6 class='av-special-heading-tag'  itemprop=\"headline\"  >Time-wasting in Brand Management &#8211; These 3 Behaviors Cost You Time<\/h6><div class=\"special-heading-border\"><div class=\"special-heading-inner-border\"><\/div><\/div><\/div><br \/>\n<section  class='av_textblock_section av-av_textblock-2de302bf1aa3cf4c9157dbe6f50ac7eb '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><div class=\"page\" title=\"Page 1\">\n<div class=\"section\">\n<div class=\"layoutArea\">\n<div class=\"column\">\n<div class=\"page\" title=\"Page 1\">\n<div class=\"section\">\n<div class=\"layoutArea\">\n<div class=\"column\">\n<div class=\"page\" title=\"Page 1\">\n<div class=\"section\">\n<div class=\"layoutArea\">\n<div class=\"column\">\n<div class=\"page\" title=\"Page 1\">\n<div class=\"section\">\n<div class=\"layoutArea\">\n<div class=\"column\">\n<div class=\"page\" title=\"Page 5\">\n<div class=\"section\">\n<div class=\"layoutArea\">\n<div class=\"column\">\n<div class=\"page\" title=\"Page 1\">\n<div class=\"section\">\n<div class=\"layoutArea\">\n<div class=\"column\">\n<div class=\"page\" title=\"Page 1\">\n<div class=\"section\">\n<div class=\"layoutArea\">\n<div class=\"column\">\n<div class=\"page\" title=\"Page 1\">\n<div class=\"section\">\n<div class=\"layoutArea\">\n<div class=\"column\">\n<div class=\"page\" title=\"Page 1\">\n<div class=\"section\">\n<div class=\"layoutArea\">\n<div class=\"column\">\n<div class=\"page\" title=\"Page 5\">\n<div class=\"section\">\n<div class=\"layoutArea\">\n<div class=\"column\">\n<p>Stop wasting time and distraction in essential brand management decisions. Just because I&#8230;<\/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>\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>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<p><em>Mandat Growthletter\u00ae, issue 04 2020, pp. 5-6<\/em><br \/>\n<em><strong>Linda Vollberg<\/strong><\/em><\/p>\n<\/div><\/section><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_hr-1deae294de86921cadf9622fb2da0879\">\n#top .hr.hr-invisible.av-av_hr-1deae294de86921cadf9622fb2da0879{\nheight:25px;\n}\n<\/style>\n<div  class='hr av-av_hr-1deae294de86921cadf9622fb2da0879 hr-invisible  avia-builder-el-4  el_after_av_textblock  el_before_av_button_big  avia-builder-el-last '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<div  class='avia-button-wrap avia-button-center  avia-builder-el-5  el_after_av_hr  avia-builder-el-last '>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_button_big-4793bd154a62509c8f72312a0b73ea9a\">\n#top #wrap_all .avia-button.av-av_button_big-4793bd154a62509c8f72312a0b73ea9a{\ncolor:#ffffff;\ntransition:all 0.4s ease-in-out;\n}\n#top #wrap_all .avia-button.av-av_button_big-4793bd154a62509c8f72312a0b73ea9a:hover{\ncolor:#ffffff;\ntransition:all 0.4s ease-in-out;\n}\n<\/style>\n<a href='https:\/\/mandat.de\/de\/wp-content\/uploads\/2020\/04\/04-2020-Mandat-Growthletter-\u2013-Verschwendung-Zeitverschwendung-in-der-Markenfuehrung.pdf' class='avia-color-theme-color avia-button avia-button-fullwidth av-av_button_big-4793bd154a62509c8f72312a0b73ea9a avia-icon_select-no avia-color-theme-color'  target=\"_blank\"  rel=\"noopener noreferrer\" ><span class='avia_iconbox_title' >Read the full article<\/span><span class='avia_button_background avia-button avia-button-fullwidth avia-color-theme-color'><\/span><\/a><\/div><\/p><\/div>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_one_third-c8fc129dc35fd1ae2a1e410224d39ea8\">\n.flex_column.av-av_one_third-c8fc129dc35fd1ae2a1e410224d39ea8{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-av_one_third-c8fc129dc35fd1ae2a1e410224d39ea8 av_one_third  avia-builder-el-6  el_after_av_one_third  el_before_av_one_third  flex_column_div av-zero-column-padding  '     ><p>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_heading-bc19a5cfebaf446e077dbf86eac35797\">\n#top .av-special-heading.av-av_heading-bc19a5cfebaf446e077dbf86eac35797{\npadding-bottom:10px;\n}\nbody .av-special-heading.av-av_heading-bc19a5cfebaf446e077dbf86eac35797 .av-special-heading-tag .heading-char{\nfont-size:25px;\n}\n.av-special-heading.av-av_heading-bc19a5cfebaf446e077dbf86eac35797 .av-subheading{\nfont-size:15px;\n}\n<\/style>\n<div  class='av-special-heading av-av_heading-bc19a5cfebaf446e077dbf86eac35797 av-special-heading-h6  avia-builder-el-7  el_before_av_textblock  avia-builder-el-first '><h6 class='av-special-heading-tag'  itemprop=\"headline\"  >Is Your Brand a Winning Brand?<\/h6><div class=\"special-heading-border\"><div class=\"special-heading-inner-border\"><\/div><\/div><\/div><br \/>\n<section  class='av_textblock_section av-av_textblock-2de302bf1aa3cf4c9157dbe6f50ac7eb '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><div class=\"page\" title=\"Page 1\">\n<div class=\"section\">\n<div class=\"layoutArea\">\n<div class=\"column\">\n<div class=\"page\" title=\"Page 1\">\n<div class=\"section\">\n<div class=\"layoutArea\">\n<div class=\"column\">\n<div class=\"page\" title=\"Page 1\">\n<div class=\"section\">\n<div class=\"layoutArea\">\n<div class=\"column\">\n<div class=\"page\" title=\"Page 1\">\n<div class=\"section\">\n<div class=\"layoutArea\">\n<div class=\"column\">\n<div class=\"page\" title=\"Page 5\">\n<div class=\"section\">\n<div class=\"layoutArea\">\n<div class=\"column\">\n<div class=\"page\" title=\"Page 1\">\n<div class=\"section\">\n<div class=\"layoutArea\">\n<div class=\"column\">\n<div class=\"page\" title=\"Page 1\">\n<div class=\"section\">\n<div class=\"layoutArea\">\n<div class=\"column\">\n<div class=\"page\" title=\"Page 1\">\n<div class=\"section\">\n<div class=\"layoutArea\">\n<div class=\"column\">\n<div class=\"page\" title=\"Page 1\">\n<div class=\"section\">\n<div class=\"layoutArea\">\n<div class=\"column\">\n<p>Five elements that distinguish successful brands. Self-confidence means &#8222;to be confident in oneself&#8220; &#8211; yet, it is precisely this self-confidence&#8230;<\/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>\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>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<p><em>Mandat Growthletter\u00ae, issue 03 2020, p. 5<\/em><br \/>\n<em><strong>Linda Vollberg<\/strong><\/em><\/p>\n<\/div><\/section><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_hr-1deae294de86921cadf9622fb2da0879\">\n#top .hr.hr-invisible.av-av_hr-1deae294de86921cadf9622fb2da0879{\nheight:25px;\n}\n<\/style>\n<div  class='hr av-av_hr-1deae294de86921cadf9622fb2da0879 hr-invisible  avia-builder-el-9  el_after_av_textblock  el_before_av_button_big  avia-builder-el-last '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<div  class='avia-button-wrap avia-button-center  avia-builder-el-10  el_after_av_hr  avia-builder-el-last '>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_button_big-21b3bb28022a0d4747a0181d249c877b\">\n#top #wrap_all .avia-button.av-av_button_big-21b3bb28022a0d4747a0181d249c877b{\ncolor:#ffffff;\ntransition:all 0.4s ease-in-out;\n}\n#top #wrap_all .avia-button.av-av_button_big-21b3bb28022a0d4747a0181d249c877b:hover{\ncolor:#ffffff;\ntransition:all 0.4s ease-in-out;\n}\n<\/style>\n<a href='https:\/\/mandat.de\/de\/wp-content\/uploads\/2020\/02\/03-2020-Mandat-Growthletter-\u2013-Gewinnsinn-Ist-Ihre-Marke-eine-Gewinnermarke.pdf' class='avia-color-theme-color avia-button avia-button-fullwidth av-av_button_big-21b3bb28022a0d4747a0181d249c877b avia-icon_select-no avia-color-theme-color'  target=\"_blank\"  rel=\"noopener noreferrer\" ><span class='avia_iconbox_title' >Read the full article<\/span><span class='avia_button_background avia-button avia-button-fullwidth avia-color-theme-color'><\/span><\/a><\/div><\/p><\/div>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_one_third-c8fc129dc35fd1ae2a1e410224d39ea8\">\n.flex_column.av-av_one_third-c8fc129dc35fd1ae2a1e410224d39ea8{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-av_one_third-c8fc129dc35fd1ae2a1e410224d39ea8 av_one_third  avia-builder-el-11  el_after_av_one_third  el_before_av_one_third  flex_column_div av-zero-column-padding  '     ><p>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_heading-785bcc27a921ea90f73d8fa79aff3a85\">\n#top .av-special-heading.av-av_heading-785bcc27a921ea90f73d8fa79aff3a85{\npadding-bottom:10px;\n}\nbody .av-special-heading.av-av_heading-785bcc27a921ea90f73d8fa79aff3a85 .av-special-heading-tag .heading-char{\nfont-size:25px;\n}\n.av-special-heading.av-av_heading-785bcc27a921ea90f73d8fa79aff3a85 .av-subheading{\nfont-size:15px;\n}\n<\/style>\n<div  class='av-special-heading av-av_heading-785bcc27a921ea90f73d8fa79aff3a85 av-special-heading-h6  avia-builder-el-12  el_before_av_textblock  avia-builder-el-first '><h6 class='av-special-heading-tag'  itemprop=\"headline\"  >Going Against the Brand Core &#8211; How Quickly do Poor Decisions Reach the Customer?<\/h6><div class=\"special-heading-border\"><div class=\"special-heading-inner-border\"><\/div><\/div><\/div><br \/>\n<section  class='av_textblock_section av-av_textblock-2de302bf1aa3cf4c9157dbe6f50ac7eb '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><div class=\"page\" title=\"Page 1\">\n<div class=\"section\">\n<div class=\"layoutArea\">\n<div class=\"column\">\n<div class=\"page\" title=\"Page 1\">\n<div class=\"section\">\n<div class=\"layoutArea\">\n<div class=\"column\">\n<div class=\"page\" title=\"Page 1\">\n<div class=\"section\">\n<div class=\"layoutArea\">\n<div class=\"column\">\n<div class=\"page\" title=\"Page 1\">\n<div class=\"section\">\n<div class=\"layoutArea\">\n<div class=\"column\">\n<div class=\"page\" title=\"Page 5\">\n<div class=\"section\">\n<div class=\"layoutArea\">\n<div class=\"column\">\n<div class=\"page\" title=\"Page 1\">\n<div class=\"section\">\n<div class=\"layoutArea\">\n<div class=\"column\">\n<div class=\"page\" title=\"Page 1\">\n<div class=\"section\">\n<div class=\"layoutArea\">\n<div class=\"column\">\n<div class=\"page\" title=\"Page 1\">\n<div class=\"section\">\n<div class=\"layoutArea\">\n<div class=\"column\">\n<p>Why is it that customers do not always take brands to task for their missteps, even when they are the subject of broad public discussion? Three reasons for the&#8230;<\/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>\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>\n<\/div>\n<\/div>\n<p><em>Mandat Growthletter\u00ae, issue 02 2020, pp. 5-6<\/em><br \/>\n<em><strong>Linda Vollberg<\/strong><\/em><\/p>\n<\/div><\/section><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_hr-1deae294de86921cadf9622fb2da0879\">\n#top .hr.hr-invisible.av-av_hr-1deae294de86921cadf9622fb2da0879{\nheight:25px;\n}\n<\/style>\n<div  class='hr av-av_hr-1deae294de86921cadf9622fb2da0879 hr-invisible  avia-builder-el-14  el_after_av_textblock  el_before_av_button_big  avia-builder-el-last '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<div  class='avia-button-wrap avia-button-center  avia-builder-el-15  el_after_av_hr  avia-builder-el-last '>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_button_big-2a3379e96f8cdf314e264fa18ec8f586\">\n#top #wrap_all .avia-button.av-av_button_big-2a3379e96f8cdf314e264fa18ec8f586{\ncolor:#ffffff;\ntransition:all 0.4s ease-in-out;\n}\n#top #wrap_all .avia-button.av-av_button_big-2a3379e96f8cdf314e264fa18ec8f586:hover{\ncolor:#ffffff;\ntransition:all 0.4s ease-in-out;\n}\n<\/style>\n<a href='https:\/\/mandat.de\/de\/wp-content\/uploads\/2020\/01\/02-2020-Mandat-Growthletter-\u2013-Geschwindigkeit-Gegen-den-Markenkern-verstossen.pdf' class='avia-color-theme-color avia-button avia-button-fullwidth av-av_button_big-2a3379e96f8cdf314e264fa18ec8f586 avia-icon_select-no avia-color-theme-color'  target=\"_blank\"  rel=\"noopener noreferrer\" ><span class='avia_iconbox_title' >Read the full article<\/span><span class='avia_button_background avia-button avia-button-fullwidth avia-color-theme-color'><\/span><\/a><\/div><\/p><\/div>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_one_third-15d750bd1b332b34c6e70b077ebbccdf\">\n.flex_column.av-av_one_third-15d750bd1b332b34c6e70b077ebbccdf{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-av_one_third-15d750bd1b332b34c6e70b077ebbccdf av_one_third  avia-builder-el-16  el_after_av_one_third  el_before_av_one_third  first flex_column_div av-zero-column-padding  column-top-margin'     ><p>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_heading-6394c937a17fd76b7172e3bb0eec85d7\">\n#top .av-special-heading.av-av_heading-6394c937a17fd76b7172e3bb0eec85d7{\npadding-bottom:10px;\n}\nbody .av-special-heading.av-av_heading-6394c937a17fd76b7172e3bb0eec85d7 .av-special-heading-tag .heading-char{\nfont-size:25px;\n}\n.av-special-heading.av-av_heading-6394c937a17fd76b7172e3bb0eec85d7 .av-subheading{\nfont-size:15px;\n}\n<\/style>\n<div  class='av-special-heading av-av_heading-6394c937a17fd76b7172e3bb0eec85d7 av-special-heading-h6  avia-builder-el-17  el_before_av_textblock  avia-builder-el-first '><h6 class='av-special-heading-tag'  itemprop=\"headline\"  >Branding Clouds Judgement<\/h6><div class=\"special-heading-border\"><div class=\"special-heading-inner-border\"><\/div><\/div><\/div><br \/>\n<section  class='av_textblock_section av-av_textblock-2de302bf1aa3cf4c9157dbe6f50ac7eb '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><div class=\"page\" title=\"Page 1\">\n<div class=\"section\">\n<div class=\"layoutArea\">\n<div class=\"column\">\n<div class=\"page\" title=\"Page 1\">\n<div class=\"section\">\n<div class=\"layoutArea\">\n<div class=\"column\">\n<div class=\"page\" title=\"Page 1\">\n<div class=\"section\">\n<div class=\"layoutArea\">\n<div class=\"column\">\n<div class=\"page\" title=\"Page 1\">\n<div class=\"section\">\n<div class=\"layoutArea\">\n<div class=\"column\">\n<div class=\"page\" title=\"Page 5\">\n<div class=\"section\">\n<div class=\"layoutArea\">\n<div class=\"column\">\n<div class=\"page\" title=\"Page 1\">\n<div class=\"section\">\n<div class=\"layoutArea\">\n<div class=\"column\">\n<div class=\"page\" title=\"Page 1\">\n<div class=\"section\">\n<div class=\"layoutArea\">\n<div class=\"column\">\n<p>Self-confident or arrogant? A product must be as good as its marketing. A glorified view of your own brand is entrepreneurial &#8230;<\/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>\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<p><em>Mandat Growthletter\u00ae, issue 01 2020, pp. 5-6<\/em><br \/>\n<em><strong>Linda Vollberg<\/strong><\/em><\/p>\n<\/div><\/section><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_hr-1deae294de86921cadf9622fb2da0879\">\n#top .hr.hr-invisible.av-av_hr-1deae294de86921cadf9622fb2da0879{\nheight:25px;\n}\n<\/style>\n<div  class='hr av-av_hr-1deae294de86921cadf9622fb2da0879 hr-invisible  avia-builder-el-19  el_after_av_textblock  el_before_av_button_big  avia-builder-el-last '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<div  class='avia-button-wrap avia-button-center  avia-builder-el-20  el_after_av_hr  avia-builder-el-last '>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_button_big-0235ae53851a6f072878f0cd1c6b68af\">\n#top #wrap_all .avia-button.av-av_button_big-0235ae53851a6f072878f0cd1c6b68af{\ncolor:#ffffff;\ntransition:all 0.4s ease-in-out;\n}\n#top #wrap_all .avia-button.av-av_button_big-0235ae53851a6f072878f0cd1c6b68af:hover{\ncolor:#ffffff;\ntransition:all 0.4s ease-in-out;\n}\n<\/style>\n<a href='https:\/\/mandat.de\/de\/wp-content\/uploads\/2019\/12\/01-2020-Mandat-Growthletter-\u2013-Urteilsvermo\u0308gen-Marke-truebt-das-Urteilsvermoegen.pdf' class='avia-color-theme-color avia-button avia-button-fullwidth av-av_button_big-0235ae53851a6f072878f0cd1c6b68af avia-icon_select-no avia-color-theme-color'  target=\"_blank\"  rel=\"noopener noreferrer\" ><span class='avia_iconbox_title' >Read the full article<\/span><span class='avia_button_background avia-button avia-button-fullwidth avia-color-theme-color'><\/span><\/a><\/div><\/p><\/div>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_one_third-c8fc129dc35fd1ae2a1e410224d39ea8\">\n.flex_column.av-av_one_third-c8fc129dc35fd1ae2a1e410224d39ea8{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-av_one_third-c8fc129dc35fd1ae2a1e410224d39ea8 av_one_third  avia-builder-el-21  el_after_av_one_third  el_before_av_one_third  flex_column_div av-zero-column-padding  column-top-margin'     ><p>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_heading-5786225bff3b76ba2b6c297864d3d2fc\">\n#top .av-special-heading.av-av_heading-5786225bff3b76ba2b6c297864d3d2fc{\npadding-bottom:10px;\n}\nbody .av-special-heading.av-av_heading-5786225bff3b76ba2b6c297864d3d2fc .av-special-heading-tag .heading-char{\nfont-size:25px;\n}\n.av-special-heading.av-av_heading-5786225bff3b76ba2b6c297864d3d2fc .av-subheading{\nfont-size:15px;\n}\n<\/style>\n<div  class='av-special-heading av-av_heading-5786225bff3b76ba2b6c297864d3d2fc av-special-heading-h6  avia-builder-el-22  el_before_av_textblock  avia-builder-el-first '><h6 class='av-special-heading-tag'  itemprop=\"headline\"  >Appeal, Selection and Leadership &#8211; How Brands Act as an Employee Magnet<\/h6><div class=\"special-heading-border\"><div class=\"special-heading-inner-border\"><\/div><\/div><\/div><br \/>\n<section  class='av_textblock_section av-av_textblock-2de302bf1aa3cf4c9157dbe6f50ac7eb '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><div class=\"page\" title=\"Page 1\">\n<div class=\"section\">\n<div class=\"layoutArea\">\n<div class=\"column\">\n<div class=\"page\" title=\"Page 1\">\n<div class=\"section\">\n<div class=\"layoutArea\">\n<div class=\"column\">\n<div class=\"page\" title=\"Page 1\">\n<div class=\"section\">\n<div class=\"layoutArea\">\n<div class=\"column\">\n<div class=\"page\" title=\"Page 1\">\n<div class=\"section\">\n<div class=\"layoutArea\">\n<div class=\"column\">\n<div class=\"page\" title=\"Page 5\">\n<div class=\"section\">\n<div class=\"layoutArea\">\n<div class=\"column\">\n<div class=\"page\" title=\"Page 1\">\n<div class=\"section\">\n<div class=\"layoutArea\">\n<div class=\"column\">\n<p>How to use your brand to attract and select the right people. How to use the brand as a management tool. Why you should do everything &#8230;<\/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>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<p><em>Mandat Growthletter\u00ae, issue 12 2019, pp. 5-6<\/em><br \/>\n<em><strong>Linda Vollberg<\/strong><\/em><\/p>\n<\/div><\/section><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_hr-1deae294de86921cadf9622fb2da0879\">\n#top .hr.hr-invisible.av-av_hr-1deae294de86921cadf9622fb2da0879{\nheight:25px;\n}\n<\/style>\n<div  class='hr av-av_hr-1deae294de86921cadf9622fb2da0879 hr-invisible  avia-builder-el-24  el_after_av_textblock  el_before_av_button_big  avia-builder-el-last '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<div  class='avia-button-wrap avia-button-center  avia-builder-el-25  el_after_av_hr  avia-builder-el-last '>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_button_big-201b003f05757bb6e9e31a3cdb6fc792\">\n#top #wrap_all .avia-button.av-av_button_big-201b003f05757bb6e9e31a3cdb6fc792{\ncolor:#ffffff;\ntransition:all 0.4s ease-in-out;\n}\n#top #wrap_all .avia-button.av-av_button_big-201b003f05757bb6e9e31a3cdb6fc792:hover{\ncolor:#ffffff;\ntransition:all 0.4s ease-in-out;\n}\n<\/style>\n<a href='https:\/\/mandat.de\/de\/wp-content\/uploads\/2019\/11\/12-2019-Mandat-Growthletter-\u2013-Mitarbeiter-gewinnen-Anziehung-Auswahl-und-Fuehrung.pdf' class='avia-color-theme-color avia-button avia-button-fullwidth av-av_button_big-201b003f05757bb6e9e31a3cdb6fc792 avia-icon_select-no avia-color-theme-color'  target=\"_blank\"  rel=\"noopener noreferrer\" ><span class='avia_iconbox_title' >Read the full article<\/span><span class='avia_button_background avia-button avia-button-fullwidth avia-color-theme-color'><\/span><\/a><\/div><\/p><\/div>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_one_third-c8fc129dc35fd1ae2a1e410224d39ea8\">\n.flex_column.av-av_one_third-c8fc129dc35fd1ae2a1e410224d39ea8{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-av_one_third-c8fc129dc35fd1ae2a1e410224d39ea8 av_one_third  avia-builder-el-26  el_after_av_one_third  el_before_av_one_third  flex_column_div av-zero-column-padding  column-top-margin'     ><p>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_heading-ee99730ae20c5ad43eae0ba9beae3ff0\">\n#top .av-special-heading.av-av_heading-ee99730ae20c5ad43eae0ba9beae3ff0{\npadding-bottom:10px;\n}\nbody .av-special-heading.av-av_heading-ee99730ae20c5ad43eae0ba9beae3ff0 .av-special-heading-tag .heading-char{\nfont-size:25px;\n}\n.av-special-heading.av-av_heading-ee99730ae20c5ad43eae0ba9beae3ff0 .av-subheading{\nfont-size:15px;\n}\n<\/style>\n<div  class='av-special-heading av-av_heading-ee99730ae20c5ad43eae0ba9beae3ff0 av-special-heading-h6  avia-builder-el-27  el_before_av_textblock  avia-builder-el-first '><h6 class='av-special-heading-tag'  itemprop=\"headline\"  >Maintaining a Clear Picture in the Jungle of Dozens of Possibilities<\/h6><div class=\"special-heading-border\"><div class=\"special-heading-inner-border\"><\/div><\/div><\/div><br \/>\n<section  class='av_textblock_section av-av_textblock-2de302bf1aa3cf4c9157dbe6f50ac7eb '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><div class=\"page\" title=\"Page 1\">\n<div class=\"section\">\n<div class=\"layoutArea\">\n<div class=\"column\">\n<div class=\"page\" title=\"Page 1\">\n<div class=\"section\">\n<div class=\"layoutArea\">\n<div class=\"column\">\n<div class=\"page\" title=\"Page 1\">\n<div class=\"section\">\n<div class=\"layoutArea\">\n<div class=\"column\">\n<div class=\"page\" title=\"Page 1\">\n<div class=\"section\">\n<div class=\"layoutArea\">\n<div class=\"column\">\n<div class=\"page\" title=\"Page 5\">\n<div class=\"section\">\n<div class=\"layoutArea\">\n<div class=\"column\">\n<p>Don&#8217;t get bogged down in the possibilities; instead, create clarity in decision-making. Ensure the necessary clarity in the areas of strategy, performance indicators and&#8230;<\/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>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<p><em>Mandat Growthletter\u00ae, issue 11 2019, pp. 5-6<\/em><br \/>\n<em><strong>Linda Vollberg<\/strong><\/em><\/p>\n<\/div><\/section><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_hr-1deae294de86921cadf9622fb2da0879\">\n#top .hr.hr-invisible.av-av_hr-1deae294de86921cadf9622fb2da0879{\nheight:25px;\n}\n<\/style>\n<div  class='hr av-av_hr-1deae294de86921cadf9622fb2da0879 hr-invisible  avia-builder-el-29  el_after_av_textblock  el_before_av_button_big  avia-builder-el-last '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<div  class='avia-button-wrap avia-button-center  avia-builder-el-30  el_after_av_hr  avia-builder-el-last '>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_button_big-6f42b6d42433d53ed76d630507a7b172\">\n#top #wrap_all .avia-button.av-av_button_big-6f42b6d42433d53ed76d630507a7b172{\ncolor:#ffffff;\ntransition:all 0.4s ease-in-out;\n}\n#top #wrap_all .avia-button.av-av_button_big-6f42b6d42433d53ed76d630507a7b172:hover{\ncolor:#ffffff;\ntransition:all 0.4s ease-in-out;\n}\n<\/style>\n<a href='https:\/\/mandat.de\/de\/wp-content\/uploads\/2019\/11\/11-2019-Mandat-Growthletter-\u2013-Durchblick-behalten-Marke.pdf' class='avia-color-theme-color avia-button avia-button-fullwidth av-av_button_big-6f42b6d42433d53ed76d630507a7b172 avia-icon_select-no avia-color-theme-color'  target=\"_blank\"  rel=\"noopener noreferrer\" ><span class='avia_iconbox_title' >Read the full article<\/span><span class='avia_button_background avia-button avia-button-fullwidth avia-color-theme-color'><\/span><\/a><\/div><\/p><\/div>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_one_third-15d750bd1b332b34c6e70b077ebbccdf\">\n.flex_column.av-av_one_third-15d750bd1b332b34c6e70b077ebbccdf{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-av_one_third-15d750bd1b332b34c6e70b077ebbccdf av_one_third  avia-builder-el-31  el_after_av_one_third  el_before_av_one_third  first flex_column_div av-zero-column-padding  column-top-margin'     ><p>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_heading-891e4c672e53c6989ddff04e68b730bc\">\n#top .av-special-heading.av-av_heading-891e4c672e53c6989ddff04e68b730bc{\npadding-bottom:10px;\n}\nbody .av-special-heading.av-av_heading-891e4c672e53c6989ddff04e68b730bc .av-special-heading-tag .heading-char{\nfont-size:25px;\n}\n.av-special-heading.av-av_heading-891e4c672e53c6989ddff04e68b730bc .av-subheading{\nfont-size:15px;\n}\n<\/style>\n<div  class='av-special-heading av-av_heading-891e4c672e53c6989ddff04e68b730bc av-special-heading-h6  avia-builder-el-32  el_before_av_textblock  avia-builder-el-first '><h6 class='av-special-heading-tag'  itemprop=\"headline\"  >Four Recipes for Success for a Strong Growth Brand<\/h6><div class=\"special-heading-border\"><div class=\"special-heading-inner-border\"><\/div><\/div><\/div><br \/>\n<section  class='av_textblock_section av-av_textblock-2de302bf1aa3cf4c9157dbe6f50ac7eb '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><div class=\"page\" title=\"Page 1\">\n<div class=\"section\">\n<div class=\"layoutArea\">\n<div class=\"column\">\n<div class=\"page\" title=\"Page 1\">\n<div class=\"section\">\n<div class=\"layoutArea\">\n<div class=\"column\">\n<div class=\"page\" title=\"Page 1\">\n<div class=\"section\">\n<div class=\"layoutArea\">\n<div class=\"column\">\n<div class=\"page\" title=\"Page 1\">\n<div class=\"section\">\n<div class=\"layoutArea\">\n<div class=\"column\">\n<p>Strong growth and successful brands always know where they are heading. Strong growth and successful brands place customers, their needs and&#8230;<\/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>\n<\/div>\n<p><em>Mandat Growthletter\u00ae, issue 10 2019, pp. 5-6<\/em><br \/>\n<em><strong>Linda Vollberg<\/strong><\/em><\/p>\n<\/div><\/section><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_hr-1deae294de86921cadf9622fb2da0879\">\n#top .hr.hr-invisible.av-av_hr-1deae294de86921cadf9622fb2da0879{\nheight:25px;\n}\n<\/style>\n<div  class='hr av-av_hr-1deae294de86921cadf9622fb2da0879 hr-invisible  avia-builder-el-34  el_after_av_textblock  el_before_av_button_big  avia-builder-el-last '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<div  class='avia-button-wrap avia-button-center  avia-builder-el-35  el_after_av_hr  avia-builder-el-last '>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_button_big-52cf15cfb18b745eabd9adf77f6918b8\">\n#top #wrap_all .avia-button.av-av_button_big-52cf15cfb18b745eabd9adf77f6918b8{\ncolor:#ffffff;\ntransition:all 0.4s ease-in-out;\n}\n#top #wrap_all .avia-button.av-av_button_big-52cf15cfb18b745eabd9adf77f6918b8:hover{\ncolor:#ffffff;\ntransition:all 0.4s ease-in-out;\n}\n<\/style>\n<a href='https:\/\/mandat.de\/de\/wp-content\/uploads\/2019\/10\/10-2019-Mandat-Growthletter-\u2013-Erfolg-erkennen-4-Erfolgsrezepte-fuer-eine-wachstumsstarke-Marke.pdf' class='avia-color-theme-color avia-button avia-button-fullwidth av-av_button_big-52cf15cfb18b745eabd9adf77f6918b8 avia-icon_select-no avia-color-theme-color'  target=\"_blank\"  rel=\"noopener noreferrer\" ><span class='avia_iconbox_title' >Read the full article<\/span><span class='avia_button_background avia-button avia-button-fullwidth avia-color-theme-color'><\/span><\/a><\/div><\/p><\/div>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_one_third-c8fc129dc35fd1ae2a1e410224d39ea8\">\n.flex_column.av-av_one_third-c8fc129dc35fd1ae2a1e410224d39ea8{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-av_one_third-c8fc129dc35fd1ae2a1e410224d39ea8 av_one_third  avia-builder-el-36  el_after_av_one_third  el_before_av_one_third  flex_column_div av-zero-column-padding  column-top-margin'     ><p>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_heading-90139ba0a5b8f244ecd1eb184f1004bf\">\n#top .av-special-heading.av-av_heading-90139ba0a5b8f244ecd1eb184f1004bf{\npadding-bottom:10px;\n}\nbody .av-special-heading.av-av_heading-90139ba0a5b8f244ecd1eb184f1004bf .av-special-heading-tag .heading-char{\nfont-size:25px;\n}\n.av-special-heading.av-av_heading-90139ba0a5b8f244ecd1eb184f1004bf .av-subheading{\nfont-size:15px;\n}\n<\/style>\n<div  class='av-special-heading av-av_heading-90139ba0a5b8f244ecd1eb184f1004bf av-special-heading-h6  avia-builder-el-37  el_before_av_textblock  avia-builder-el-first '><h6 class='av-special-heading-tag'  itemprop=\"headline\"  >The Power of a Recommendation<\/h6><div class=\"special-heading-border\"><div class=\"special-heading-inner-border\"><\/div><\/div><\/div><br \/>\n<section  class='av_textblock_section av-av_textblock-2de302bf1aa3cf4c9157dbe6f50ac7eb '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><div class=\"page\" title=\"Page 1\">\n<div class=\"section\">\n<div class=\"layoutArea\">\n<div class=\"column\">\n<div class=\"page\" title=\"Page 1\">\n<div class=\"section\">\n<div class=\"layoutArea\">\n<div class=\"column\">\n<p>To acquire new customers, develop relationships, build confidence and, finally, get to the signed contract&#8230;<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<p><em>KMU-Magazin, issue 9 2019, pp. 32-33<\/em><br \/>\n<em><strong>Linda Vollberg<\/strong><\/em><\/p>\n<\/div><\/section><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_hr-1deae294de86921cadf9622fb2da0879\">\n#top .hr.hr-invisible.av-av_hr-1deae294de86921cadf9622fb2da0879{\nheight:25px;\n}\n<\/style>\n<div  class='hr av-av_hr-1deae294de86921cadf9622fb2da0879 hr-invisible  avia-builder-el-39  el_after_av_textblock  el_before_av_button_big  avia-builder-el-last '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<div  class='avia-button-wrap avia-button-center  avia-builder-el-40  el_after_av_hr  avia-builder-el-last '>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_button_big-f63951d3e162a083d3e047aff60a47ed\">\n#top #wrap_all .avia-button.av-av_button_big-f63951d3e162a083d3e047aff60a47ed{\ncolor:#ffffff;\ntransition:all 0.4s ease-in-out;\n}\n#top #wrap_all .avia-button.av-av_button_big-f63951d3e162a083d3e047aff60a47ed:hover{\ncolor:#ffffff;\ntransition:all 0.4s ease-in-out;\n}\n<\/style>\n<a href='https:\/\/mandat.de\/de\/wp-content\/uploads\/2019\/10\/Die-Kraft-der-Empfehlung.pdf' class='avia-color-theme-color avia-button avia-button-fullwidth av-av_button_big-f63951d3e162a083d3e047aff60a47ed avia-icon_select-no avia-color-theme-color'  target=\"_blank\"  rel=\"noopener noreferrer\" ><span class='avia_iconbox_title' >Read the full article<\/span><span class='avia_button_background avia-button avia-button-fullwidth avia-color-theme-color'><\/span><\/a><\/div><\/p><\/div>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_one_third-c8fc129dc35fd1ae2a1e410224d39ea8\">\n.flex_column.av-av_one_third-c8fc129dc35fd1ae2a1e410224d39ea8{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-av_one_third-c8fc129dc35fd1ae2a1e410224d39ea8 av_one_third  avia-builder-el-41  el_after_av_one_third  el_before_av_one_third  flex_column_div av-zero-column-padding  column-top-margin'     ><p>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_heading-419f4fb6c917155469477b1e09ce0274\">\n#top .av-special-heading.av-av_heading-419f4fb6c917155469477b1e09ce0274{\npadding-bottom:10px;\n}\nbody .av-special-heading.av-av_heading-419f4fb6c917155469477b1e09ce0274 .av-special-heading-tag .heading-char{\nfont-size:25px;\n}\n.av-special-heading.av-av_heading-419f4fb6c917155469477b1e09ce0274 .av-subheading{\nfont-size:15px;\n}\n<\/style>\n<div  class='av-special-heading av-av_heading-419f4fb6c917155469477b1e09ce0274 av-special-heading-h6  avia-builder-el-42  el_before_av_textblock  avia-builder-el-first '><h6 class='av-special-heading-tag'  itemprop=\"headline\"  >Branding \u2013 Staying Cool<\/h6><div class=\"special-heading-border\"><div class=\"special-heading-inner-border\"><\/div><\/div><\/div><br \/>\n<section  class='av_textblock_section av-av_textblock-2de302bf1aa3cf4c9157dbe6f50ac7eb '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><div class=\"page\" title=\"Page 1\">\n<div class=\"section\">\n<div class=\"layoutArea\">\n<div class=\"column\">\n<div class=\"page\" title=\"Page 1\">\n<div class=\"section\">\n<div class=\"layoutArea\">\n<div class=\"column\">\n<div class=\"page\" title=\"Page 1\">\n<div class=\"section\">\n<div class=\"layoutArea\">\n<div class=\"column\">\n<p>This is how to configure a working meeting in your company with the topic &#8222;Branding &#8211; Staying Cool.&#8220; To start with, you as entrepreneur, owner or managing director should &#8230;<\/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<p><em>Mandat Growthletter\u00ae, issue 09 2019, pp. 5-6<\/em><br \/>\n<em><strong>Linda Vollberg<\/strong><\/em><\/p>\n<\/div><\/section><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_hr-1deae294de86921cadf9622fb2da0879\">\n#top .hr.hr-invisible.av-av_hr-1deae294de86921cadf9622fb2da0879{\nheight:25px;\n}\n<\/style>\n<div  class='hr av-av_hr-1deae294de86921cadf9622fb2da0879 hr-invisible  avia-builder-el-44  el_after_av_textblock  el_before_av_button_big  avia-builder-el-last '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<div  class='avia-button-wrap avia-button-center  avia-builder-el-45  el_after_av_hr  avia-builder-el-last '>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_button_big-0f683f01610625d980ded39b57b20751\">\n#top #wrap_all .avia-button.av-av_button_big-0f683f01610625d980ded39b57b20751{\ncolor:#ffffff;\ntransition:all 0.4s ease-in-out;\n}\n#top #wrap_all .avia-button.av-av_button_big-0f683f01610625d980ded39b57b20751:hover{\ncolor:#ffffff;\ntransition:all 0.4s ease-in-out;\n}\n<\/style>\n<a href='https:\/\/mandat.de\/de\/wp-content\/uploads\/2019\/08\/09-2019-Mandat-Growthletter-\u2013-Cool-bleiben-Marke-\u2013-Cool-bleiben.pdf' class='avia-color-theme-color avia-button avia-button-fullwidth av-av_button_big-0f683f01610625d980ded39b57b20751 avia-icon_select-no avia-color-theme-color'  target=\"_blank\"  rel=\"noopener noreferrer\" ><span class='avia_iconbox_title' >Read the full article<\/span><span class='avia_button_background avia-button avia-button-fullwidth avia-color-theme-color'><\/span><\/a><\/div><\/p><\/div>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_one_third-15d750bd1b332b34c6e70b077ebbccdf\">\n.flex_column.av-av_one_third-15d750bd1b332b34c6e70b077ebbccdf{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-av_one_third-15d750bd1b332b34c6e70b077ebbccdf av_one_third  avia-builder-el-46  el_after_av_one_third  el_before_av_one_third  first flex_column_div av-zero-column-padding  column-top-margin'     ><p>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_heading-5e2206dd9298d3392bf2a58f23f7d0b6\">\n#top .av-special-heading.av-av_heading-5e2206dd9298d3392bf2a58f23f7d0b6{\npadding-bottom:10px;\n}\nbody .av-special-heading.av-av_heading-5e2206dd9298d3392bf2a58f23f7d0b6 .av-special-heading-tag .heading-char{\nfont-size:25px;\n}\n.av-special-heading.av-av_heading-5e2206dd9298d3392bf2a58f23f7d0b6 .av-subheading{\nfont-size:15px;\n}\n<\/style>\n<div  class='av-special-heading av-av_heading-5e2206dd9298d3392bf2a58f23f7d0b6 av-special-heading-h6  avia-builder-el-47  el_before_av_textblock  avia-builder-el-first '><h6 class='av-special-heading-tag'  itemprop=\"headline\"  >Brand Management With a Twist<\/h6><div class=\"special-heading-border\"><div class=\"special-heading-inner-border\"><\/div><\/div><\/div><br \/>\n<section  class='av_textblock_section av-av_textblock-2de302bf1aa3cf4c9157dbe6f50ac7eb '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><div class=\"page\" title=\"Page 1\">\n<div class=\"section\">\n<div class=\"layoutArea\">\n<div class=\"column\">\n<div class=\"page\" title=\"Page 1\">\n<div class=\"section\">\n<div class=\"layoutArea\">\n<div class=\"column\">\n<p>If you want to be different, you have to know what you stand for, so that the &#8222;different&#8220; has a coherent direction. Say goodbye to copying&#8230;<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<p><em>Mandat Growthletter\u00ae, issue 08 2019, pp. 5-6<\/em><br \/>\n<em><strong>Linda Vollberg<\/strong><\/em><\/p>\n<\/div><\/section><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_hr-1deae294de86921cadf9622fb2da0879\">\n#top .hr.hr-invisible.av-av_hr-1deae294de86921cadf9622fb2da0879{\nheight:25px;\n}\n<\/style>\n<div  class='hr av-av_hr-1deae294de86921cadf9622fb2da0879 hr-invisible  avia-builder-el-49  el_after_av_textblock  el_before_av_button_big  avia-builder-el-last '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<div  class='avia-button-wrap avia-button-center  avia-builder-el-50  el_after_av_hr  avia-builder-el-last '>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_button_big-d1bde658a9021fa7bb21574f5db5764f\">\n#top #wrap_all .avia-button.av-av_button_big-d1bde658a9021fa7bb21574f5db5764f{\ncolor:#ffffff;\ntransition:all 0.4s ease-in-out;\n}\n#top #wrap_all .avia-button.av-av_button_big-d1bde658a9021fa7bb21574f5db5764f:hover{\ncolor:#ffffff;\ntransition:all 0.4s ease-in-out;\n}\n<\/style>\n<a href='https:\/\/mandat.de\/de\/wp-content\/uploads\/2019\/08\/08-2019-Mandat-Growthletter-\u2013-Anders-sein-Markenfuehrung-einfach-anders.pdf' class='avia-color-theme-color avia-button avia-button-fullwidth av-av_button_big-d1bde658a9021fa7bb21574f5db5764f avia-icon_select-no avia-color-theme-color'  target=\"_blank\"  rel=\"noopener noreferrer\" ><span class='avia_iconbox_title' >Read the full article<\/span><span class='avia_button_background avia-button avia-button-fullwidth avia-color-theme-color'><\/span><\/a><\/div><\/p><\/div>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_one_third-c8fc129dc35fd1ae2a1e410224d39ea8\">\n.flex_column.av-av_one_third-c8fc129dc35fd1ae2a1e410224d39ea8{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-av_one_third-c8fc129dc35fd1ae2a1e410224d39ea8 av_one_third  avia-builder-el-51  el_after_av_one_third  el_before_av_one_third  flex_column_div av-zero-column-padding  column-top-margin'     ><p>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_heading-840005284bea02f354a7e70f647d33a2\">\n#top .av-special-heading.av-av_heading-840005284bea02f354a7e70f647d33a2{\npadding-bottom:10px;\n}\nbody .av-special-heading.av-av_heading-840005284bea02f354a7e70f647d33a2 .av-special-heading-tag .heading-char{\nfont-size:25px;\n}\n.av-special-heading.av-av_heading-840005284bea02f354a7e70f647d33a2 .av-subheading{\nfont-size:15px;\n}\n<\/style>\n<div  class='av-special-heading av-av_heading-840005284bea02f354a7e70f647d33a2 av-special-heading-h6  avia-builder-el-52  el_before_av_textblock  avia-builder-el-first '><h6 class='av-special-heading-tag'  itemprop=\"headline\"  >The Brand Core as a Compass<\/h6><div class=\"special-heading-border\"><div class=\"special-heading-inner-border\"><\/div><\/div><\/div><br \/>\n<section  class='av_textblock_section av-av_textblock-2de302bf1aa3cf4c9157dbe6f50ac7eb '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><div class=\"page\" title=\"Page 1\">\n<div class=\"section\">\n<div class=\"layoutArea\">\n<div class=\"column\">\n<p>A strong brand core reflects what makes a company tick. Defining this core creates a North Star&#8230;<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<p><em>KMU-Magazin, issue 6 2019, pp. 32-33<\/em><br \/>\n<em><strong>Linda Vollberg<\/strong><\/em><\/p>\n<\/div><\/section><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_hr-1deae294de86921cadf9622fb2da0879\">\n#top .hr.hr-invisible.av-av_hr-1deae294de86921cadf9622fb2da0879{\nheight:25px;\n}\n<\/style>\n<div  class='hr av-av_hr-1deae294de86921cadf9622fb2da0879 hr-invisible  avia-builder-el-54  el_after_av_textblock  el_before_av_button_big  avia-builder-el-last '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<div  class='avia-button-wrap avia-button-center  avia-builder-el-55  el_after_av_hr  avia-builder-el-last '>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_button_big-7b7b8af2f51b16c10d72d79413e781cc\">\n#top #wrap_all .avia-button.av-av_button_big-7b7b8af2f51b16c10d72d79413e781cc{\ncolor:#ffffff;\ntransition:all 0.4s ease-in-out;\n}\n#top #wrap_all .avia-button.av-av_button_big-7b7b8af2f51b16c10d72d79413e781cc:hover{\ncolor:#ffffff;\ntransition:all 0.4s ease-in-out;\n}\n<\/style>\n<a href='https:\/\/mandat.de\/de\/wp-content\/uploads\/2019\/07\/KMU-Anzeige-Der-Markenkern-als-Orientierungskompass.pdf' class='avia-color-theme-color avia-button avia-button-fullwidth av-av_button_big-7b7b8af2f51b16c10d72d79413e781cc avia-icon_select-no avia-color-theme-color'  target=\"_blank\"  rel=\"noopener noreferrer\" ><span class='avia_iconbox_title' >Read the full article<\/span><span class='avia_button_background avia-button avia-button-fullwidth avia-color-theme-color'><\/span><\/a><\/div><\/p><\/div>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_one_third-c8fc129dc35fd1ae2a1e410224d39ea8\">\n.flex_column.av-av_one_third-c8fc129dc35fd1ae2a1e410224d39ea8{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-av_one_third-c8fc129dc35fd1ae2a1e410224d39ea8 av_one_third  avia-builder-el-56  el_after_av_one_third  el_before_av_one_third  flex_column_div av-zero-column-padding  column-top-margin'     ><p>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_heading-58853430a7d7cd346f0d8f3d3ad14c92\">\n#top .av-special-heading.av-av_heading-58853430a7d7cd346f0d8f3d3ad14c92{\npadding-bottom:10px;\n}\nbody .av-special-heading.av-av_heading-58853430a7d7cd346f0d8f3d3ad14c92 .av-special-heading-tag .heading-char{\nfont-size:25px;\n}\n.av-special-heading.av-av_heading-58853430a7d7cd346f0d8f3d3ad14c92 .av-subheading{\nfont-size:15px;\n}\n<\/style>\n<div  class='av-special-heading av-av_heading-58853430a7d7cd346f0d8f3d3ad14c92 av-special-heading-h6  avia-builder-el-57  el_before_av_textblock  avia-builder-el-first '><h6 class='av-special-heading-tag'  itemprop=\"headline\"  >Brand Erosion &#8211; What Happens When Promises Are Broken and What You Can Do About It<\/h6><div class=\"special-heading-border\"><div class=\"special-heading-inner-border\"><\/div><\/div><\/div><br \/>\n<section  class='av_textblock_section av-av_textblock-2de302bf1aa3cf4c9157dbe6f50ac7eb '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><div class=\"page\" title=\"Page 1\">\n<div class=\"section\">\n<div class=\"layoutArea\">\n<div class=\"column\">\n<p>Actively manage expectations to avoid disappointment. Define internal degrees of freedom and communication channels&#8230;<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<p><em>Mandat Growthletter\u00ae, issue 07 2019, pp. 5-6<\/em><br \/>\n<em><strong>Linda Vollberg<\/strong><\/em><\/p>\n<\/div><\/section><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_hr-1deae294de86921cadf9622fb2da0879\">\n#top .hr.hr-invisible.av-av_hr-1deae294de86921cadf9622fb2da0879{\nheight:25px;\n}\n<\/style>\n<div  class='hr av-av_hr-1deae294de86921cadf9622fb2da0879 hr-invisible  avia-builder-el-59  el_after_av_textblock  el_before_av_button_big  avia-builder-el-last '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<div  class='avia-button-wrap avia-button-center  avia-builder-el-60  el_after_av_hr  avia-builder-el-last '>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_button_big-c3fb55a7423e0936b196b7c2bd0b1d3d\">\n#top #wrap_all .avia-button.av-av_button_big-c3fb55a7423e0936b196b7c2bd0b1d3d{\ncolor:#ffffff;\ntransition:all 0.4s ease-in-out;\n}\n#top #wrap_all .avia-button.av-av_button_big-c3fb55a7423e0936b196b7c2bd0b1d3d:hover{\ncolor:#ffffff;\ntransition:all 0.4s ease-in-out;\n}\n<\/style>\n<a href='https:\/\/mandat.de\/de\/wp-content\/uploads\/2019\/06\/07-2019-Mandat-Growthletter-\u2013-Versprechen-halten-Marke.pdf' class='avia-color-theme-color avia-button avia-button-fullwidth av-av_button_big-c3fb55a7423e0936b196b7c2bd0b1d3d avia-icon_select-no avia-color-theme-color'  target=\"_blank\"  rel=\"noopener noreferrer\" ><span class='avia_iconbox_title' >Read the full article<\/span><span class='avia_button_background avia-button avia-button-fullwidth avia-color-theme-color'><\/span><\/a><\/div><\/p><\/div>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_one_third-15d750bd1b332b34c6e70b077ebbccdf\">\n.flex_column.av-av_one_third-15d750bd1b332b34c6e70b077ebbccdf{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-av_one_third-15d750bd1b332b34c6e70b077ebbccdf av_one_third  avia-builder-el-61  el_after_av_one_third  el_before_av_one_third  first flex_column_div av-zero-column-padding  column-top-margin'     ><p>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_heading-76644f8548b1788d686201f5d3e9272e\">\n#top .av-special-heading.av-av_heading-76644f8548b1788d686201f5d3e9272e{\npadding-bottom:10px;\n}\nbody .av-special-heading.av-av_heading-76644f8548b1788d686201f5d3e9272e .av-special-heading-tag .heading-char{\nfont-size:25px;\n}\n.av-special-heading.av-av_heading-76644f8548b1788d686201f5d3e9272e .av-subheading{\nfont-size:15px;\n}\n<\/style>\n<div  class='av-special-heading av-av_heading-76644f8548b1788d686201f5d3e9272e av-special-heading-h6  avia-builder-el-62  el_before_av_textblock  avia-builder-el-first '><h6 class='av-special-heading-tag'  itemprop=\"headline\"  >Strengthening the Strong \u2013 Cultivating Brand Ambassadors<\/h6><div class=\"special-heading-border\"><div class=\"special-heading-inner-border\"><\/div><\/div><\/div><br \/>\n<section  class='av_textblock_section av-av_textblock-2de302bf1aa3cf4c9157dbe6f50ac7eb '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><div class=\"page\" title=\"Page 1\">\n<div class=\"section\">\n<div class=\"layoutArea\">\n<div class=\"column\">\n<p>Focus on the strong &#8211; not on the mediocre and the weak. Internal top performers, loyal customers and reliable&#8230;<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<p><em>Mandat Growthletter\u00ae, issue 06 2019, pp. 5-6<\/em><br \/>\n<em><strong>Linda Vollberg<\/strong><\/em><\/p>\n<\/div><\/section><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_hr-1deae294de86921cadf9622fb2da0879\">\n#top .hr.hr-invisible.av-av_hr-1deae294de86921cadf9622fb2da0879{\nheight:25px;\n}\n<\/style>\n<div  class='hr av-av_hr-1deae294de86921cadf9622fb2da0879 hr-invisible  avia-builder-el-64  el_after_av_textblock  el_before_av_button_big  avia-builder-el-last '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<div  class='avia-button-wrap avia-button-center  avia-builder-el-65  el_after_av_hr  avia-builder-el-last '>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_button_big-56257fd6829e8e598089cdd8704f8db4\">\n#top #wrap_all .avia-button.av-av_button_big-56257fd6829e8e598089cdd8704f8db4{\ncolor:#ffffff;\ntransition:all 0.4s ease-in-out;\n}\n#top #wrap_all .avia-button.av-av_button_big-56257fd6829e8e598089cdd8704f8db4:hover{\ncolor:#ffffff;\ntransition:all 0.4s ease-in-out;\n}\n<\/style>\n<a href='https:\/\/mandat.de\/de\/wp-content\/uploads\/2019\/06\/06-2019-Mandat-Growthletter-\u2013-Sta\u0308rken-sta\u0308rken-Die-Starken-sta\u0308rken.pdf' class='avia-color-theme-color avia-button avia-button-fullwidth av-av_button_big-56257fd6829e8e598089cdd8704f8db4 avia-icon_select-no avia-color-theme-color'  target=\"_blank\"  rel=\"noopener noreferrer\" ><span class='avia_iconbox_title' >Read the full article<\/span><span class='avia_button_background avia-button avia-button-fullwidth avia-color-theme-color'><\/span><\/a><\/div><\/p><\/div>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_one_third-c8fc129dc35fd1ae2a1e410224d39ea8\">\n.flex_column.av-av_one_third-c8fc129dc35fd1ae2a1e410224d39ea8{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-av_one_third-c8fc129dc35fd1ae2a1e410224d39ea8 av_one_third  avia-builder-el-66  el_after_av_one_third  el_before_av_one_third  flex_column_div av-zero-column-padding  column-top-margin'     ><p>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_heading-ffbfebff8e74de705a8aeb0776bbb634\">\n#top .av-special-heading.av-av_heading-ffbfebff8e74de705a8aeb0776bbb634{\npadding-bottom:10px;\n}\nbody .av-special-heading.av-av_heading-ffbfebff8e74de705a8aeb0776bbb634 .av-special-heading-tag .heading-char{\nfont-size:25px;\n}\n.av-special-heading.av-av_heading-ffbfebff8e74de705a8aeb0776bbb634 .av-subheading{\nfont-size:15px;\n}\n<\/style>\n<div  class='av-special-heading av-av_heading-ffbfebff8e74de705a8aeb0776bbb634 av-special-heading-h6  avia-builder-el-67  el_before_av_textblock  avia-builder-el-first '><h6 class='av-special-heading-tag'  itemprop=\"headline\"  >Internationalizing a Brand &#8211; Success Models from SMEs<\/h6><div class=\"special-heading-border\"><div class=\"special-heading-inner-border\"><\/div><\/div><\/div><br \/>\n<section  class='av_textblock_section av-av_textblock-2de302bf1aa3cf4c9157dbe6f50ac7eb '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><div class=\"page\" title=\"Page 1\">\n<div class=\"section\">\n<div class=\"layoutArea\">\n<div class=\"column\">\n<p>Brands from Germany are still considered export powerhouses \u2013 your prerequisites for international success are good&#8230;<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<p><em>Mandat Growthletter\u00ae, issue 05 2019, pp. 5-6<\/em><br \/>\n<em><strong>Linda Vollberg<\/strong><\/em><\/p>\n<\/div><\/section><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_hr-1deae294de86921cadf9622fb2da0879\">\n#top .hr.hr-invisible.av-av_hr-1deae294de86921cadf9622fb2da0879{\nheight:25px;\n}\n<\/style>\n<div  class='hr av-av_hr-1deae294de86921cadf9622fb2da0879 hr-invisible  avia-builder-el-69  el_after_av_textblock  el_before_av_button_big  avia-builder-el-last '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<div  class='avia-button-wrap avia-button-center  avia-builder-el-70  el_after_av_hr  avia-builder-el-last '>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_button_big-6bbc68cacfd4f719a54b2df46adf79f6\">\n#top #wrap_all .avia-button.av-av_button_big-6bbc68cacfd4f719a54b2df46adf79f6{\ncolor:#ffffff;\ntransition:all 0.4s ease-in-out;\n}\n#top #wrap_all .avia-button.av-av_button_big-6bbc68cacfd4f719a54b2df46adf79f6:hover{\ncolor:#ffffff;\ntransition:all 0.4s ease-in-out;\n}\n<\/style>\n<a href='https:\/\/mandat.de\/de\/wp-content\/uploads\/2019\/07\/05-2019-Mandat-Growthletter-\u2013-Eine-Marke-internationalisieren.pdf' class='avia-color-theme-color avia-button avia-button-fullwidth av-av_button_big-6bbc68cacfd4f719a54b2df46adf79f6 avia-icon_select-no avia-color-theme-color'  target=\"_blank\"  rel=\"noopener noreferrer\" ><span class='avia_iconbox_title' >Read the full article<\/span><span class='avia_button_background avia-button avia-button-fullwidth avia-color-theme-color'><\/span><\/a><\/div><\/p><\/div>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_one_third-c8fc129dc35fd1ae2a1e410224d39ea8\">\n.flex_column.av-av_one_third-c8fc129dc35fd1ae2a1e410224d39ea8{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-av_one_third-c8fc129dc35fd1ae2a1e410224d39ea8 av_one_third  avia-builder-el-71  el_after_av_one_third  el_before_av_one_third  flex_column_div av-zero-column-padding  column-top-margin'     ><p>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_heading-5622474fb40ca2e15e082e03db8b3051\">\n#top .av-special-heading.av-av_heading-5622474fb40ca2e15e082e03db8b3051{\npadding-bottom:10px;\n}\nbody .av-special-heading.av-av_heading-5622474fb40ca2e15e082e03db8b3051 .av-special-heading-tag .heading-char{\nfont-size:25px;\n}\n.av-special-heading.av-av_heading-5622474fb40ca2e15e082e03db8b3051 .av-subheading{\nfont-size:15px;\n}\n<\/style>\n<div  class='av-special-heading av-av_heading-5622474fb40ca2e15e082e03db8b3051 av-special-heading-h6  avia-builder-el-72  el_before_av_textblock  avia-builder-el-first '><h6 class='av-special-heading-tag'  itemprop=\"headline\"  >Brand as a Component of the Corporate Strategy<\/h6><div class=\"special-heading-border\"><div class=\"special-heading-inner-border\"><\/div><\/div><\/div><br \/>\n<section  class='av_textblock_section av-av_textblock-2de302bf1aa3cf4c9157dbe6f50ac7eb '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p>If you work on the corporate strategy, there&#8217;s no way around the brand. If you look at strategy as the way to&#8230;<\/p>\n<p><em>KMU-Magazin, issue 3 2019, pp. 24-35<\/em><br \/>\n<em><strong>Linda Vollberg<\/strong><\/em><\/p>\n<\/div><\/section><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_hr-1deae294de86921cadf9622fb2da0879\">\n#top .hr.hr-invisible.av-av_hr-1deae294de86921cadf9622fb2da0879{\nheight:25px;\n}\n<\/style>\n<div  class='hr av-av_hr-1deae294de86921cadf9622fb2da0879 hr-invisible  avia-builder-el-74  el_after_av_textblock  el_before_av_button_big  avia-builder-el-last '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<div  class='avia-button-wrap avia-button-center  avia-builder-el-75  el_after_av_hr  avia-builder-el-last '>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_button_big-4d450ad51cef84918f86d5d011c4f38f\">\n#top #wrap_all .avia-button.av-av_button_big-4d450ad51cef84918f86d5d011c4f38f{\ncolor:#ffffff;\ntransition:all 0.4s ease-in-out;\n}\n#top #wrap_all .avia-button.av-av_button_big-4d450ad51cef84918f86d5d011c4f38f:hover{\ncolor:#ffffff;\ntransition:all 0.4s ease-in-out;\n}\n<\/style>\n<a href='https:\/\/www.mandat.de\/de\/wp-content\/uploads\/1903-KMU-Magazin-Kolumne-Linda-Vollberg-Die-Marke-als-Teil-der-Unternehmensstrategie.pdf' class='avia-color-theme-color avia-button avia-button-fullwidth av-av_button_big-4d450ad51cef84918f86d5d011c4f38f avia-icon_select-no avia-color-theme-color'  target=\"_blank\"  rel=\"noopener noreferrer\" ><span class='avia_iconbox_title' >Read the full article<\/span><span class='avia_button_background avia-button avia-button-fullwidth avia-color-theme-color'><\/span><\/a><\/div><\/p><\/div>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_one_third-15d750bd1b332b34c6e70b077ebbccdf\">\n.flex_column.av-av_one_third-15d750bd1b332b34c6e70b077ebbccdf{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-av_one_third-15d750bd1b332b34c6e70b077ebbccdf av_one_third  avia-builder-el-76  el_after_av_one_third  el_before_av_one_third  first flex_column_div av-zero-column-padding  column-top-margin'     ><p>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_heading-b69dc551221c6152dbd3abf5af9254f0\">\n#top .av-special-heading.av-av_heading-b69dc551221c6152dbd3abf5af9254f0{\npadding-bottom:10px;\n}\nbody .av-special-heading.av-av_heading-b69dc551221c6152dbd3abf5af9254f0 .av-special-heading-tag .heading-char{\nfont-size:25px;\n}\n.av-special-heading.av-av_heading-b69dc551221c6152dbd3abf5af9254f0 .av-subheading{\nfont-size:15px;\n}\n<\/style>\n<div  class='av-special-heading av-av_heading-b69dc551221c6152dbd3abf5af9254f0 av-special-heading-h6  avia-builder-el-77  el_before_av_textblock  avia-builder-el-first '><h6 class='av-special-heading-tag'  itemprop=\"headline\"  >Brand Core as a Management Task<\/h6><div class=\"special-heading-border\"><div class=\"special-heading-inner-border\"><\/div><\/div><\/div><br \/>\n<section  class='av_textblock_section av-av_textblock-2de302bf1aa3cf4c9157dbe6f50ac7eb '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p>The brand core enables individual employee leadership through tangible, imaginable and experiential content. Employees need a&#8230;<\/p>\n<p><em>Mandat Growthletter\u00ae, issue 04 2019, pp. 5-6<\/em><br \/>\n<em><strong>Linda Vollberg<\/strong><\/em><\/p>\n<\/div><\/section><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_hr-1deae294de86921cadf9622fb2da0879\">\n#top .hr.hr-invisible.av-av_hr-1deae294de86921cadf9622fb2da0879{\nheight:25px;\n}\n<\/style>\n<div  class='hr av-av_hr-1deae294de86921cadf9622fb2da0879 hr-invisible  avia-builder-el-79  el_after_av_textblock  el_before_av_button_big  avia-builder-el-last '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<div  class='avia-button-wrap avia-button-center  avia-builder-el-80  el_after_av_hr  avia-builder-el-last '>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_button_big-fca49c5a402ffe4871609b444a454526\">\n#top #wrap_all .avia-button.av-av_button_big-fca49c5a402ffe4871609b444a454526{\ncolor:#ffffff;\ntransition:all 0.4s ease-in-out;\n}\n#top #wrap_all .avia-button.av-av_button_big-fca49c5a402ffe4871609b444a454526:hover{\ncolor:#ffffff;\ntransition:all 0.4s ease-in-out;\n}\n<\/style>\n<a href='https:\/\/www.mandat.de\/de\/wp-content\/uploads\/04-2019-Der-Markenkern-als-F%C3%BChrungsinstrument.pdf' class='avia-color-theme-color avia-button avia-button-fullwidth av-av_button_big-fca49c5a402ffe4871609b444a454526 avia-icon_select-no avia-color-theme-color'  target=\"_blank\"  rel=\"noopener noreferrer\" ><span class='avia_iconbox_title' >Read the full article<\/span><span class='avia_button_background avia-button avia-button-fullwidth avia-color-theme-color'><\/span><\/a><\/div><\/p><\/div>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_one_third-c8fc129dc35fd1ae2a1e410224d39ea8\">\n.flex_column.av-av_one_third-c8fc129dc35fd1ae2a1e410224d39ea8{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-av_one_third-c8fc129dc35fd1ae2a1e410224d39ea8 av_one_third  avia-builder-el-81  el_after_av_one_third  el_before_av_one_third  flex_column_div av-zero-column-padding  column-top-margin'     ><p>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_heading-5d468de6c4018ee638a019e4baae6237\">\n#top .av-special-heading.av-av_heading-5d468de6c4018ee638a019e4baae6237{\npadding-bottom:10px;\n}\nbody .av-special-heading.av-av_heading-5d468de6c4018ee638a019e4baae6237 .av-special-heading-tag .heading-char{\nfont-size:25px;\n}\n.av-special-heading.av-av_heading-5d468de6c4018ee638a019e4baae6237 .av-subheading{\nfont-size:15px;\n}\n<\/style>\n<div  class='av-special-heading av-av_heading-5d468de6c4018ee638a019e4baae6237 av-special-heading-h6  avia-builder-el-82  el_before_av_textblock  avia-builder-el-first '><h6 class='av-special-heading-tag'  itemprop=\"headline\"  >Brand in Support Processes:<br \/>\nAccounting, Logistics + Co.<\/h6><div class=\"special-heading-border\"><div class=\"special-heading-inner-border\"><\/div><\/div><\/div><br \/>\n<section  class='av_textblock_section av-av_textblock-2de302bf1aa3cf4c9157dbe6f50ac7eb '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p>A brand is not a &#8222;costume&#8220; that you choose for your company \u2013a brand must grow out of the company from within. Whoever integrates the brand into the &#8230;<\/p>\n<p><em>Mandat Growthletter\u00ae, issue 03 2019, pp. 5-6<\/em><br \/>\n<em><strong>Linda Vollberg<\/strong><\/em><\/p>\n<\/div><\/section><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_hr-1deae294de86921cadf9622fb2da0879\">\n#top .hr.hr-invisible.av-av_hr-1deae294de86921cadf9622fb2da0879{\nheight:25px;\n}\n<\/style>\n<div  class='hr av-av_hr-1deae294de86921cadf9622fb2da0879 hr-invisible  avia-builder-el-84  el_after_av_textblock  el_before_av_button_big  avia-builder-el-last '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<div  class='avia-button-wrap avia-button-center  avia-builder-el-85  el_after_av_hr  avia-builder-el-last '>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_button_big-b2594ab507bd94695e66a85c732afc52\">\n#top #wrap_all .avia-button.av-av_button_big-b2594ab507bd94695e66a85c732afc52{\ncolor:#ffffff;\ntransition:all 0.4s ease-in-out;\n}\n#top #wrap_all .avia-button.av-av_button_big-b2594ab507bd94695e66a85c732afc52:hover{\ncolor:#ffffff;\ntransition:all 0.4s ease-in-out;\n}\n<\/style>\n<a href='https:\/\/www.mandat.de\/de\/wp-content\/uploads\/03-2019-Marke-in-Support-Prozessen_Buchaltung-Logistik-Co.pdf' class='avia-color-theme-color avia-button avia-button-fullwidth av-av_button_big-b2594ab507bd94695e66a85c732afc52 avia-icon_select-no avia-color-theme-color'  target=\"_blank\"  rel=\"noopener noreferrer\" ><span class='avia_iconbox_title' >Read the full article<\/span><span class='avia_button_background avia-button avia-button-fullwidth avia-color-theme-color'><\/span><\/a><\/div><\/p><\/div>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_one_third-c8fc129dc35fd1ae2a1e410224d39ea8\">\n.flex_column.av-av_one_third-c8fc129dc35fd1ae2a1e410224d39ea8{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-av_one_third-c8fc129dc35fd1ae2a1e410224d39ea8 av_one_third  avia-builder-el-86  el_after_av_one_third  el_before_av_one_third  flex_column_div av-zero-column-padding  column-top-margin'     ><p>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_heading-057343d18cc2c6fcf83d79b98f7a95a6\">\n#top .av-special-heading.av-av_heading-057343d18cc2c6fcf83d79b98f7a95a6{\npadding-bottom:10px;\n}\nbody .av-special-heading.av-av_heading-057343d18cc2c6fcf83d79b98f7a95a6 .av-special-heading-tag .heading-char{\nfont-size:25px;\n}\n.av-special-heading.av-av_heading-057343d18cc2c6fcf83d79b98f7a95a6 .av-subheading{\nfont-size:15px;\n}\n<\/style>\n<div  class='av-special-heading av-av_heading-057343d18cc2c6fcf83d79b98f7a95a6 av-special-heading-h6  avia-builder-el-87  el_before_av_textblock  avia-builder-el-first '><h6 class='av-special-heading-tag'  itemprop=\"headline\"  >Your Construction Company as a Brand<\/h6><div class=\"special-heading-border\"><div class=\"special-heading-inner-border\"><\/div><\/div><\/div><br \/>\n<section  class='av_textblock_section av-av_textblock-2de302bf1aa3cf4c9157dbe6f50ac7eb '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p>Brand building is an issue that is not just important for corporations and it does not require a huge marketing budget. Brand building is a craft&#8230;<\/p>\n<p><em>Fliesen &amp; Platten, issue 06 2018, pp. 46-49<\/em><br \/>\n<em><strong>Linda Vollberg<\/strong><\/em><\/p>\n<\/div><\/section><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_hr-1deae294de86921cadf9622fb2da0879\">\n#top .hr.hr-invisible.av-av_hr-1deae294de86921cadf9622fb2da0879{\nheight:25px;\n}\n<\/style>\n<div  class='hr av-av_hr-1deae294de86921cadf9622fb2da0879 hr-invisible  avia-builder-el-89  el_after_av_textblock  el_before_av_button_big  avia-builder-el-last '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<div  class='avia-button-wrap avia-button-center  avia-builder-el-90  el_after_av_hr  avia-builder-el-last '>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_button_big-1fb18d96001ea30f6a24ed562eb086d4\">\n#top #wrap_all .avia-button.av-av_button_big-1fb18d96001ea30f6a24ed562eb086d4{\ncolor:#ffffff;\ntransition:all 0.4s ease-in-out;\n}\n#top #wrap_all .avia-button.av-av_button_big-1fb18d96001ea30f6a24ed562eb086d4:hover{\ncolor:#ffffff;\ntransition:all 0.4s ease-in-out;\n}\n<\/style>\n<a href='https:\/\/www.mandat.de\/de\/wp-content\/uploads\/1806-ZFP-Ihr-Baubetrieb-als-Marke.pdf' class='avia-color-theme-color avia-button avia-button-fullwidth av-av_button_big-1fb18d96001ea30f6a24ed562eb086d4 avia-icon_select-no avia-color-theme-color'  target=\"_blank\"  rel=\"noopener noreferrer\" ><span class='avia_iconbox_title' >Read the full article<\/span><span class='avia_button_background avia-button avia-button-fullwidth avia-color-theme-color'><\/span><\/a><\/div><\/p><\/div>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_one_third-15d750bd1b332b34c6e70b077ebbccdf\">\n.flex_column.av-av_one_third-15d750bd1b332b34c6e70b077ebbccdf{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-av_one_third-15d750bd1b332b34c6e70b077ebbccdf av_one_third  avia-builder-el-91  el_after_av_one_third  el_before_av_one_third  first flex_column_div av-zero-column-padding  column-top-margin'     ><p>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_heading-779f7d70a17908c704f585e057a13e7c\">\n#top .av-special-heading.av-av_heading-779f7d70a17908c704f585e057a13e7c{\npadding-bottom:10px;\n}\nbody .av-special-heading.av-av_heading-779f7d70a17908c704f585e057a13e7c .av-special-heading-tag .heading-char{\nfont-size:25px;\n}\n.av-special-heading.av-av_heading-779f7d70a17908c704f585e057a13e7c .av-subheading{\nfont-size:15px;\n}\n<\/style>\n<div  class='av-special-heading av-av_heading-779f7d70a17908c704f585e057a13e7c av-special-heading-h6  avia-builder-el-92  el_before_av_textblock  avia-builder-el-first '><h6 class='av-special-heading-tag'  itemprop=\"headline\"  >The Power of the Brand &#8211; Especially for Small and Medium-Sized Businesses<\/h6><div class=\"special-heading-border\"><div class=\"special-heading-inner-border\"><\/div><\/div><\/div><br \/>\n<section  class='av_textblock_section av-av_textblock-2de302bf1aa3cf4c9157dbe6f50ac7eb '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p>Misconceptions about the term &#8222;brand&#8220; are still prevalent. The idea that brand is neither a technical term nor should it be&#8230;<\/p>\n<p><em>KMU-Magazin, issue 06\/07 2017, pp. 12-16<\/em><br \/>\n<strong><em>Dr. Guido Quelle, Linda Vollberg<\/em><\/strong><\/p>\n<\/div><\/section><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_hr-1deae294de86921cadf9622fb2da0879\">\n#top .hr.hr-invisible.av-av_hr-1deae294de86921cadf9622fb2da0879{\nheight:25px;\n}\n<\/style>\n<div  class='hr av-av_hr-1deae294de86921cadf9622fb2da0879 hr-invisible  avia-builder-el-94  el_after_av_textblock  el_before_av_button_big  avia-builder-el-last '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<div  class='avia-button-wrap avia-button-center  avia-builder-el-95  el_after_av_hr  avia-builder-el-last '>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_button_big-125ab30ca8138e0af0f1c7ed28a5b235\">\n#top #wrap_all .avia-button.av-av_button_big-125ab30ca8138e0af0f1c7ed28a5b235{\ncolor:#ffffff;\ntransition:all 0.4s ease-in-out;\n}\n#top #wrap_all .avia-button.av-av_button_big-125ab30ca8138e0af0f1c7ed28a5b235:hover{\ncolor:#ffffff;\ntransition:all 0.4s ease-in-out;\n}\n<\/style>\n<a href='https:\/\/www.mandat.de\/de\/wp-content\/uploads\/Wachstum-Marke-Mythos-oder-Mittel-zum-Wachstum.pdf' class='avia-color-theme-color avia-button avia-button-fullwidth av-av_button_big-125ab30ca8138e0af0f1c7ed28a5b235 avia-icon_select-no avia-color-theme-color'  target=\"_blank\"  rel=\"noopener noreferrer\" ><span class='avia_iconbox_title' >Read the full article<\/span><span class='avia_button_background avia-button avia-button-fullwidth avia-color-theme-color'><\/span><\/a><\/div><\/p><\/div>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_one_third-c8fc129dc35fd1ae2a1e410224d39ea8\">\n.flex_column.av-av_one_third-c8fc129dc35fd1ae2a1e410224d39ea8{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-av_one_third-c8fc129dc35fd1ae2a1e410224d39ea8 av_one_third  avia-builder-el-96  el_after_av_one_third  el_before_av_one_third  flex_column_div av-zero-column-padding  column-top-margin'     ><p>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_heading-e5c0285251d53578b633543a643a84a4\">\n#top .av-special-heading.av-av_heading-e5c0285251d53578b633543a643a84a4{\npadding-bottom:10px;\n}\nbody .av-special-heading.av-av_heading-e5c0285251d53578b633543a643a84a4 .av-special-heading-tag .heading-char{\nfont-size:25px;\n}\n.av-special-heading.av-av_heading-e5c0285251d53578b633543a643a84a4 .av-subheading{\nfont-size:15px;\n}\n<\/style>\n<div  class='av-special-heading av-av_heading-e5c0285251d53578b633543a643a84a4 av-special-heading-h6  avia-builder-el-97  el_before_av_textblock  avia-builder-el-first '><h6 class='av-special-heading-tag'  itemprop=\"headline\"  >Brand: Myth or Path to Growth?<\/h6><div class=\"special-heading-border\"><div class=\"special-heading-inner-border\"><\/div><\/div><\/div><br \/>\n<section  class='av_textblock_section av-av_textblock-2de302bf1aa3cf4c9157dbe6f50ac7eb '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p>What is meant by &#8222;brand&#8220; and what one should or should not do with a &#8222;brand&#8220; \u2013 these are the topics of countless essays, writings, and lectures&#8230;<\/p>\n<p><em>KMU-Magazin, issue 10 2016, pp. 52-53<br \/>\n<strong>Dr. Guido Quelle<\/strong><\/em><\/p>\n<\/div><\/section><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_hr-1deae294de86921cadf9622fb2da0879\">\n#top .hr.hr-invisible.av-av_hr-1deae294de86921cadf9622fb2da0879{\nheight:25px;\n}\n<\/style>\n<div  class='hr av-av_hr-1deae294de86921cadf9622fb2da0879 hr-invisible  avia-builder-el-99  el_after_av_textblock  el_before_av_button_big  avia-builder-el-last '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<div  class='avia-button-wrap avia-button-center  avia-builder-el-100  el_after_av_hr  avia-builder-el-last '>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_button_big-125ab30ca8138e0af0f1c7ed28a5b235\">\n#top #wrap_all .avia-button.av-av_button_big-125ab30ca8138e0af0f1c7ed28a5b235{\ncolor:#ffffff;\ntransition:all 0.4s ease-in-out;\n}\n#top #wrap_all .avia-button.av-av_button_big-125ab30ca8138e0af0f1c7ed28a5b235:hover{\ncolor:#ffffff;\ntransition:all 0.4s ease-in-out;\n}\n<\/style>\n<a href='https:\/\/www.mandat.de\/de\/wp-content\/uploads\/Wachstum-Marke-Mythos-oder-Mittel-zum-Wachstum.pdf' class='avia-color-theme-color avia-button avia-button-fullwidth av-av_button_big-125ab30ca8138e0af0f1c7ed28a5b235 avia-icon_select-no avia-color-theme-color'  target=\"_blank\"  rel=\"noopener noreferrer\" ><span class='avia_iconbox_title' >Read the full article<\/span><span class='avia_button_background avia-button avia-button-fullwidth avia-color-theme-color'><\/span><\/a><\/div><\/p><\/div>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_one_third-c8fc129dc35fd1ae2a1e410224d39ea8\">\n.flex_column.av-av_one_third-c8fc129dc35fd1ae2a1e410224d39ea8{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-av_one_third-c8fc129dc35fd1ae2a1e410224d39ea8 av_one_third  avia-builder-el-101  el_after_av_one_third  el_before_av_one_third  flex_column_div av-zero-column-padding  column-top-margin'     ><p>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_heading-d9036905bae92f8704898e9890ca5c49\">\n#top .av-special-heading.av-av_heading-d9036905bae92f8704898e9890ca5c49{\npadding-bottom:10px;\n}\nbody .av-special-heading.av-av_heading-d9036905bae92f8704898e9890ca5c49 .av-special-heading-tag .heading-char{\nfont-size:25px;\n}\n.av-special-heading.av-av_heading-d9036905bae92f8704898e9890ca5c49 .av-subheading{\nfont-size:15px;\n}\n<\/style>\n<div  class='av-special-heading av-av_heading-d9036905bae92f8704898e9890ca5c49 av-special-heading-h6  avia-builder-el-102  el_before_av_textblock  avia-builder-el-first '><h6 class='av-special-heading-tag'  itemprop=\"headline\"  >Break out of the Comparison Trap<\/h6><div class=\"special-heading-border\"><div class=\"special-heading-inner-border\"><\/div><\/div><\/div><br \/>\n<section  class='av_textblock_section av-av_textblock-2de302bf1aa3cf4c9157dbe6f50ac7eb '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p>Well meant is not well done. Marketing communication cliches that only emphasize the obvious&#8230;<\/p>\n<p><em>KMU-Magazin, issue 07\/08 2016<br \/>\n<strong>Dr. Guido Quelle<\/strong><\/em><\/p>\n<\/div><\/section><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_hr-1deae294de86921cadf9622fb2da0879\">\n#top .hr.hr-invisible.av-av_hr-1deae294de86921cadf9622fb2da0879{\nheight:25px;\n}\n<\/style>\n<div  class='hr av-av_hr-1deae294de86921cadf9622fb2da0879 hr-invisible  avia-builder-el-104  el_after_av_textblock  el_before_av_button_big  avia-builder-el-last '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<div  class='avia-button-wrap avia-button-center  avia-builder-el-105  el_after_av_hr  avia-builder-el-last '>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_button_big-ea3c0cbc81cb5bf217be552e64e3ed37\">\n#top #wrap_all .avia-button.av-av_button_big-ea3c0cbc81cb5bf217be552e64e3ed37{\ncolor:#ffffff;\ntransition:all 0.4s ease-in-out;\n}\n#top #wrap_all .avia-button.av-av_button_big-ea3c0cbc81cb5bf217be552e64e3ed37:hover{\ncolor:#ffffff;\ntransition:all 0.4s ease-in-out;\n}\n<\/style>\n<a href='https:\/\/www.mandat.de\/de\/wp-content\/uploads\/Wachstum-Raus-aus-der-Vergleichsfalle.pdf' class='avia-color-theme-color avia-button avia-button-fullwidth av-av_button_big-ea3c0cbc81cb5bf217be552e64e3ed37 avia-icon_select-no avia-color-theme-color'  target=\"_blank\"  rel=\"noopener noreferrer\" ><span class='avia_iconbox_title' >Read the full article<\/span><span class='avia_button_background avia-button avia-button-fullwidth avia-color-theme-color'><\/span><\/a><\/div><\/p><\/div>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_one_third-15d750bd1b332b34c6e70b077ebbccdf\">\n.flex_column.av-av_one_third-15d750bd1b332b34c6e70b077ebbccdf{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-av_one_third-15d750bd1b332b34c6e70b077ebbccdf av_one_third  avia-builder-el-106  el_after_av_one_third  el_before_av_one_third  first flex_column_div av-zero-column-padding  column-top-margin'     ><p>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_heading-c1f1401410a865d75cb8debb61afef87\">\n#top .av-special-heading.av-av_heading-c1f1401410a865d75cb8debb61afef87{\npadding-bottom:10px;\n}\nbody .av-special-heading.av-av_heading-c1f1401410a865d75cb8debb61afef87 .av-special-heading-tag .heading-char{\nfont-size:25px;\n}\n.av-special-heading.av-av_heading-c1f1401410a865d75cb8debb61afef87 .av-subheading{\nfont-size:15px;\n}\n<\/style>\n<div  class='av-special-heading av-av_heading-c1f1401410a865d75cb8debb61afef87 av-special-heading-h6  avia-builder-el-107  el_before_av_textblock  avia-builder-el-first '><h6 class='av-special-heading-tag'  itemprop=\"headline\"  >Strengthen Your Marketing Power &#8211; 3 Tips for Growth<\/h6><div class=\"special-heading-border\"><div class=\"special-heading-inner-border\"><\/div><\/div><\/div><br \/>\n<section  class='av_textblock_section av-av_textblock-2de302bf1aa3cf4c9157dbe6f50ac7eb '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p>To get up to full speed in the new year and focus the power of marketing, a clear orientation and objective are not all that is needed&#8230;<\/p>\n<p><em>Mandat Growthletter\u00ae, issue 12\/2015<br \/>\n<strong>Linda Vollberg<\/strong><\/em><\/p>\n<\/div><\/section><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_hr-1deae294de86921cadf9622fb2da0879\">\n#top .hr.hr-invisible.av-av_hr-1deae294de86921cadf9622fb2da0879{\nheight:25px;\n}\n<\/style>\n<div  class='hr av-av_hr-1deae294de86921cadf9622fb2da0879 hr-invisible  avia-builder-el-109  el_after_av_textblock  el_before_av_button_big  avia-builder-el-last '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<div  class='avia-button-wrap avia-button-center  avia-builder-el-110  el_after_av_hr  avia-builder-el-last '>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_button_big-b52a2b2df61b64339c8f85696d25a46e\">\n#top #wrap_all .avia-button.av-av_button_big-b52a2b2df61b64339c8f85696d25a46e{\ncolor:#ffffff;\ntransition:all 0.4s ease-in-out;\n}\n#top #wrap_all .avia-button.av-av_button_big-b52a2b2df61b64339c8f85696d25a46e:hover{\ncolor:#ffffff;\ntransition:all 0.4s ease-in-out;\n}\n<\/style>\n<a href='https:\/\/www.mandat.de\/de\/wp-content\/uploads\/12-2015-Marke-Kraft-im-Marketing-verstaerken.pdf' class='avia-color-theme-color avia-button avia-button-fullwidth av-av_button_big-b52a2b2df61b64339c8f85696d25a46e avia-icon_select-no avia-color-theme-color'  target=\"_blank\"  rel=\"noopener noreferrer\" ><span class='avia_iconbox_title' >Read the full article<\/span><span class='avia_button_background avia-button avia-button-fullwidth avia-color-theme-color'><\/span><\/a><\/div><\/p><\/div>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_one_third-c8fc129dc35fd1ae2a1e410224d39ea8\">\n.flex_column.av-av_one_third-c8fc129dc35fd1ae2a1e410224d39ea8{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-av_one_third-c8fc129dc35fd1ae2a1e410224d39ea8 av_one_third  avia-builder-el-111  el_after_av_one_third  el_before_av_one_third  flex_column_div av-zero-column-padding  column-top-margin'     ><p>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_heading-f1613171b2f79e66f042645c70dc7fcc\">\n#top .av-special-heading.av-av_heading-f1613171b2f79e66f042645c70dc7fcc{\npadding-bottom:10px;\n}\nbody .av-special-heading.av-av_heading-f1613171b2f79e66f042645c70dc7fcc .av-special-heading-tag .heading-char{\nfont-size:25px;\n}\n.av-special-heading.av-av_heading-f1613171b2f79e66f042645c70dc7fcc .av-subheading{\nfont-size:15px;\n}\n<\/style>\n<div  class='av-special-heading av-av_heading-f1613171b2f79e66f042645c70dc7fcc av-special-heading-h6  avia-builder-el-112  el_before_av_textblock  avia-builder-el-first '><h6 class='av-special-heading-tag'  itemprop=\"headline\"  >Agreeing on Overarching Tasks for a Holistic Result<\/h6><div class=\"special-heading-border\"><div class=\"special-heading-inner-border\"><\/div><\/div><\/div><br \/>\n<section  class='av_textblock_section av-av_textblock-2de302bf1aa3cf4c9157dbe6f50ac7eb '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p>The strategy process is complete, the positioning has been chosen, brand management has provided direction, and the framework for a successful&#8230;<\/p>\n<p><em>Mandat Growthletter\u00ae, issue 11\/2015<br \/>\n<strong>Linda Vollberg<\/strong><\/em><\/p>\n<\/div><\/section><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_hr-1deae294de86921cadf9622fb2da0879\">\n#top .hr.hr-invisible.av-av_hr-1deae294de86921cadf9622fb2da0879{\nheight:25px;\n}\n<\/style>\n<div  class='hr av-av_hr-1deae294de86921cadf9622fb2da0879 hr-invisible  avia-builder-el-114  el_after_av_textblock  el_before_av_button_big  avia-builder-el-last '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<div  class='avia-button-wrap avia-button-center  avia-builder-el-115  el_after_av_hr  avia-builder-el-last '>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_button_big-e2bc65b4ada10e7609b18e64f48a6272\">\n#top #wrap_all .avia-button.av-av_button_big-e2bc65b4ada10e7609b18e64f48a6272{\ncolor:#ffffff;\ntransition:all 0.4s ease-in-out;\n}\n#top #wrap_all .avia-button.av-av_button_big-e2bc65b4ada10e7609b18e64f48a6272:hover{\ncolor:#ffffff;\ntransition:all 0.4s ease-in-out;\n}\n<\/style>\n<a href='https:\/\/www.mandat.de\/de\/wp-content\/uploads\/11-2015-Marke-Uebergreifende-Leistungen-f%C3%BCr-ganzeinheitliches-Resultat.pdf' class='avia-color-theme-color avia-button avia-button-fullwidth av-av_button_big-e2bc65b4ada10e7609b18e64f48a6272 avia-icon_select-no avia-color-theme-color'  target=\"_blank\"  rel=\"noopener noreferrer\" ><span class='avia_iconbox_title' >Read the full article<\/span><span class='avia_button_background avia-button avia-button-fullwidth avia-color-theme-color'><\/span><\/a><\/div><\/p><\/div>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_one_third-c8fc129dc35fd1ae2a1e410224d39ea8\">\n.flex_column.av-av_one_third-c8fc129dc35fd1ae2a1e410224d39ea8{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-av_one_third-c8fc129dc35fd1ae2a1e410224d39ea8 av_one_third  avia-builder-el-116  el_after_av_one_third  el_before_av_one_third  flex_column_div av-zero-column-padding  column-top-margin'     ><p>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_heading-9fe5902834e40ce667312ff2c2308c95\">\n#top .av-special-heading.av-av_heading-9fe5902834e40ce667312ff2c2308c95{\npadding-bottom:10px;\n}\nbody .av-special-heading.av-av_heading-9fe5902834e40ce667312ff2c2308c95 .av-special-heading-tag .heading-char{\nfont-size:25px;\n}\n.av-special-heading.av-av_heading-9fe5902834e40ce667312ff2c2308c95 .av-subheading{\nfont-size:15px;\n}\n<\/style>\n<div  class='av-special-heading av-av_heading-9fe5902834e40ce667312ff2c2308c95 av-special-heading-h6  avia-builder-el-117  el_before_av_textblock  avia-builder-el-first '><h6 class='av-special-heading-tag'  itemprop=\"headline\"  >Of the Pope and Digitalization &#8211; It\u2019s All About the Target Group<\/h6><div class=\"special-heading-border\"><div class=\"special-heading-inner-border\"><\/div><\/div><\/div><br \/>\n<section  class='av_textblock_section av-av_textblock-2de302bf1aa3cf4c9157dbe6f50ac7eb '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p>&#8222;Communicating the message&#8220; is a daily challenge for brands. Standard rules of communication, such as clarity and&#8230;<\/p>\n<p><em>Mandat Growthletter\u00ae, issue 10\/2015<br \/>\n<strong>Linda Vollberg<\/strong><\/em><\/p>\n<\/div><\/section><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_hr-1deae294de86921cadf9622fb2da0879\">\n#top .hr.hr-invisible.av-av_hr-1deae294de86921cadf9622fb2da0879{\nheight:25px;\n}\n<\/style>\n<div  class='hr av-av_hr-1deae294de86921cadf9622fb2da0879 hr-invisible  avia-builder-el-119  el_after_av_textblock  el_before_av_button_big  avia-builder-el-last '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<div  class='avia-button-wrap avia-button-center  avia-builder-el-120  el_after_av_hr  avia-builder-el-last '>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_button_big-2e36add474651e906d9edc5fd45346e3\">\n#top #wrap_all .avia-button.av-av_button_big-2e36add474651e906d9edc5fd45346e3{\ncolor:#ffffff;\ntransition:all 0.4s ease-in-out;\n}\n#top #wrap_all .avia-button.av-av_button_big-2e36add474651e906d9edc5fd45346e3:hover{\ncolor:#ffffff;\ntransition:all 0.4s ease-in-out;\n}\n<\/style>\n<a href='https:\/\/www.mandat.de\/de\/wp-content\/uploads\/10-2015-Marke-Digitalisierung-und-Zielgruppenfokus.pdf' class='avia-color-theme-color avia-button avia-button-fullwidth av-av_button_big-2e36add474651e906d9edc5fd45346e3 avia-icon_select-no avia-color-theme-color'  target=\"_blank\"  rel=\"noopener noreferrer\" ><span class='avia_iconbox_title' >Read the full article<\/span><span class='avia_button_background avia-button avia-button-fullwidth avia-color-theme-color'><\/span><\/a><\/div><\/p><\/div>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_one_third-15d750bd1b332b34c6e70b077ebbccdf\">\n.flex_column.av-av_one_third-15d750bd1b332b34c6e70b077ebbccdf{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-av_one_third-15d750bd1b332b34c6e70b077ebbccdf av_one_third  avia-builder-el-121  el_after_av_one_third  el_before_av_one_third  first flex_column_div av-zero-column-padding  column-top-margin'     ><p>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_heading-9f501df6bc48814cc477e4ecf0db0ae3\">\n#top .av-special-heading.av-av_heading-9f501df6bc48814cc477e4ecf0db0ae3{\npadding-bottom:10px;\n}\nbody .av-special-heading.av-av_heading-9f501df6bc48814cc477e4ecf0db0ae3 .av-special-heading-tag .heading-char{\nfont-size:25px;\n}\n.av-special-heading.av-av_heading-9f501df6bc48814cc477e4ecf0db0ae3 .av-subheading{\nfont-size:15px;\n}\n<\/style>\n<div  class='av-special-heading av-av_heading-9f501df6bc48814cc477e4ecf0db0ae3 av-special-heading-h6  avia-builder-el-122  el_before_av_textblock  avia-builder-el-first '><h6 class='av-special-heading-tag'  itemprop=\"headline\"  >Brand Alliances Strengthen the Brand<\/h6><div class=\"special-heading-border\"><div class=\"special-heading-inner-border\"><\/div><\/div><\/div><br \/>\n<section  class='av_textblock_section av-av_textblock-2de302bf1aa3cf4c9157dbe6f50ac7eb '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p>When two brands appear together, there is an inevitable transfer of awareness and image.<\/p>\n<p><em>a3 Marketing Media AdScience, issue 09\/2015<br \/>\n<strong>Linda Vollberg<\/strong><\/em><\/p>\n<\/div><\/section><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_hr-1deae294de86921cadf9622fb2da0879\">\n#top .hr.hr-invisible.av-av_hr-1deae294de86921cadf9622fb2da0879{\nheight:25px;\n}\n<\/style>\n<div  class='hr av-av_hr-1deae294de86921cadf9622fb2da0879 hr-invisible  avia-builder-el-124  el_after_av_textblock  el_before_av_button_big  avia-builder-el-last '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<div  class='avia-button-wrap avia-button-center  avia-builder-el-125  el_after_av_hr  avia-builder-el-last '>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_button_big-460c44e093c5d8ecda7494040c038c56\">\n#top #wrap_all .avia-button.av-av_button_big-460c44e093c5d8ecda7494040c038c56{\ncolor:#ffffff;\ntransition:all 0.4s ease-in-out;\n}\n#top #wrap_all .avia-button.av-av_button_big-460c44e093c5d8ecda7494040c038c56:hover{\ncolor:#ffffff;\ntransition:all 0.4s ease-in-out;\n}\n<\/style>\n<a href='https:\/\/www.mandat.de\/de\/wp-content\/uploads\/a3-Markenallianzen-staerken-die-Marke.pdf' class='avia-color-theme-color avia-button avia-button-fullwidth av-av_button_big-460c44e093c5d8ecda7494040c038c56 avia-icon_select-no avia-color-theme-color'  target=\"_blank\"  rel=\"noopener noreferrer\" ><span class='avia_iconbox_title' >Read the full article<\/span><span class='avia_button_background avia-button avia-button-fullwidth avia-color-theme-color'><\/span><\/a><\/div><\/p><\/div>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_one_third-c8fc129dc35fd1ae2a1e410224d39ea8\">\n.flex_column.av-av_one_third-c8fc129dc35fd1ae2a1e410224d39ea8{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-av_one_third-c8fc129dc35fd1ae2a1e410224d39ea8 av_one_third  avia-builder-el-126  el_after_av_one_third  el_before_av_one_third  flex_column_div av-zero-column-padding  column-top-margin'     ><p>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_heading-812067de0078c7d739e94a4c66546d5e\">\n#top .av-special-heading.av-av_heading-812067de0078c7d739e94a4c66546d5e{\npadding-bottom:10px;\n}\nbody .av-special-heading.av-av_heading-812067de0078c7d739e94a4c66546d5e .av-special-heading-tag .heading-char{\nfont-size:25px;\n}\n.av-special-heading.av-av_heading-812067de0078c7d739e94a4c66546d5e .av-subheading{\nfont-size:15px;\n}\n<\/style>\n<div  class='av-special-heading av-av_heading-812067de0078c7d739e94a4c66546d5e av-special-heading-h6  avia-builder-el-127  el_before_av_textblock  avia-builder-el-first '><h6 class='av-special-heading-tag'  itemprop=\"headline\"  >Into to the Future: Keeping Your Brand Up to Date<\/h6><div class=\"special-heading-border\"><div class=\"special-heading-inner-border\"><\/div><\/div><\/div><br \/>\n<section  class='av_textblock_section av-av_textblock-2de302bf1aa3cf4c9157dbe6f50ac7eb '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p>Not being forgotten. Staying exciting. Inspiring desirability. Sparking enthusiasm across generations. Reinventing and&#8230;<\/p>\n<p><em>Mandat Growthletter\u00ae, issue 09\/2015<br \/>\n<strong>Linda Vollberg<\/strong><\/em><\/p>\n<\/div><\/section><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_hr-1deae294de86921cadf9622fb2da0879\">\n#top .hr.hr-invisible.av-av_hr-1deae294de86921cadf9622fb2da0879{\nheight:25px;\n}\n<\/style>\n<div  class='hr av-av_hr-1deae294de86921cadf9622fb2da0879 hr-invisible  avia-builder-el-129  el_after_av_textblock  el_before_av_button_big  avia-builder-el-last '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<div  class='avia-button-wrap avia-button-center  avia-builder-el-130  el_after_av_hr  avia-builder-el-last '>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_button_big-e2bc65b4ada10e7609b18e64f48a6272\">\n#top #wrap_all .avia-button.av-av_button_big-e2bc65b4ada10e7609b18e64f48a6272{\ncolor:#ffffff;\ntransition:all 0.4s ease-in-out;\n}\n#top #wrap_all .avia-button.av-av_button_big-e2bc65b4ada10e7609b18e64f48a6272:hover{\ncolor:#ffffff;\ntransition:all 0.4s ease-in-out;\n}\n<\/style>\n<a href='https:\/\/www.mandat.de\/de\/wp-content\/uploads\/11-2015-Marke-Uebergreifende-Leistungen-f%C3%BCr-ganzeinheitliches-Resultat.pdf' class='avia-color-theme-color avia-button avia-button-fullwidth av-av_button_big-e2bc65b4ada10e7609b18e64f48a6272 avia-icon_select-no avia-color-theme-color'  target=\"_blank\"  rel=\"noopener noreferrer\" ><span class='avia_iconbox_title' >Read the full article<\/span><span class='avia_button_background avia-button avia-button-fullwidth avia-color-theme-color'><\/span><\/a><\/div><\/p><\/div>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_one_third-c8fc129dc35fd1ae2a1e410224d39ea8\">\n.flex_column.av-av_one_third-c8fc129dc35fd1ae2a1e410224d39ea8{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-av_one_third-c8fc129dc35fd1ae2a1e410224d39ea8 av_one_third  avia-builder-el-131  el_after_av_one_third  el_before_av_one_third  flex_column_div av-zero-column-padding  column-top-margin'     ><p>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_heading-293f54afa93e9ff7c72aead4fe34e771\">\n#top .av-special-heading.av-av_heading-293f54afa93e9ff7c72aead4fe34e771{\npadding-bottom:10px;\n}\nbody .av-special-heading.av-av_heading-293f54afa93e9ff7c72aead4fe34e771 .av-special-heading-tag .heading-char{\nfont-size:25px;\n}\n.av-special-heading.av-av_heading-293f54afa93e9ff7c72aead4fe34e771 .av-subheading{\nfont-size:15px;\n}\n<\/style>\n<div  class='av-special-heading av-av_heading-293f54afa93e9ff7c72aead4fe34e771 av-special-heading-h6  avia-builder-el-132  el_before_av_textblock  avia-builder-el-first '><h6 class='av-special-heading-tag'  itemprop=\"headline\"  >Why Brands Need an Origin<\/h6><div class=\"special-heading-border\"><div class=\"special-heading-inner-border\"><\/div><\/div><\/div><br \/>\n<section  class='av_textblock_section av-av_textblock-2de302bf1aa3cf4c9157dbe6f50ac7eb '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p>We love stories. When a person has an exciting story, we prick up our ears. We make associations, react emotionally&#8230;<\/p>\n<p><em>Mandat Growthletter\u00ae, issue 08\/2015<br \/>\n<strong>Linda Vollberg<\/strong><\/em><\/p>\n<\/div><\/section><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_hr-1deae294de86921cadf9622fb2da0879\">\n#top .hr.hr-invisible.av-av_hr-1deae294de86921cadf9622fb2da0879{\nheight:25px;\n}\n<\/style>\n<div  class='hr av-av_hr-1deae294de86921cadf9622fb2da0879 hr-invisible  avia-builder-el-134  el_after_av_textblock  el_before_av_button_big  avia-builder-el-last '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<div  class='avia-button-wrap avia-button-center  avia-builder-el-135  el_after_av_hr  avia-builder-el-last '>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_button_big-7629242ac8aa7b880978debef3ef4be2\">\n#top #wrap_all .avia-button.av-av_button_big-7629242ac8aa7b880978debef3ef4be2{\ncolor:#ffffff;\ntransition:all 0.4s ease-in-out;\n}\n#top #wrap_all .avia-button.av-av_button_big-7629242ac8aa7b880978debef3ef4be2:hover{\ncolor:#ffffff;\ntransition:all 0.4s ease-in-out;\n}\n<\/style>\n<a href='https:\/\/www.mandat.de\/de\/wp-content\/uploads\/08-2015-Marke-Marken-brauchen-Herkunft.pdf' class='avia-color-theme-color avia-button avia-button-fullwidth av-av_button_big-7629242ac8aa7b880978debef3ef4be2 avia-icon_select-no avia-color-theme-color'  target=\"_blank\"  rel=\"noopener noreferrer\" ><span class='avia_iconbox_title' >Read the full article<\/span><span class='avia_button_background avia-button avia-button-fullwidth avia-color-theme-color'><\/span><\/a><\/div><\/p><\/div>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_one_third-15d750bd1b332b34c6e70b077ebbccdf\">\n.flex_column.av-av_one_third-15d750bd1b332b34c6e70b077ebbccdf{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-av_one_third-15d750bd1b332b34c6e70b077ebbccdf av_one_third  avia-builder-el-136  el_after_av_one_third  el_before_av_one_third  first flex_column_div av-zero-column-padding  column-top-margin'     ><p>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_heading-f3d922c1af3e58ef87fcc8852e3d7b45\">\n#top .av-special-heading.av-av_heading-f3d922c1af3e58ef87fcc8852e3d7b45{\npadding-bottom:10px;\n}\nbody .av-special-heading.av-av_heading-f3d922c1af3e58ef87fcc8852e3d7b45 .av-special-heading-tag .heading-char{\nfont-size:25px;\n}\n.av-special-heading.av-av_heading-f3d922c1af3e58ef87fcc8852e3d7b45 .av-subheading{\nfont-size:15px;\n}\n<\/style>\n<div  class='av-special-heading av-av_heading-f3d922c1af3e58ef87fcc8852e3d7b45 av-special-heading-h6  avia-builder-el-137  el_before_av_textblock  avia-builder-el-first '><h6 class='av-special-heading-tag'  itemprop=\"headline\"  >Are you still collecting, or do you already have insight?<\/h6><div class=\"special-heading-border\"><div class=\"special-heading-inner-border\"><\/div><\/div><\/div><br \/>\n<section  class='av_textblock_section av-av_textblock-2de302bf1aa3cf4c9157dbe6f50ac7eb '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p>What actually triggers a buying decision is not necessarily revealed to the person who collects the most data, sets up cloud solutions and falls into a&#8230;<\/p>\n<p><em>Mandat Growthletter\u00ae, issue 06\/2015<br \/>\n<strong>Linda Vollberg<\/strong><\/em><\/p>\n<\/div><\/section><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_hr-1deae294de86921cadf9622fb2da0879\">\n#top .hr.hr-invisible.av-av_hr-1deae294de86921cadf9622fb2da0879{\nheight:25px;\n}\n<\/style>\n<div  class='hr av-av_hr-1deae294de86921cadf9622fb2da0879 hr-invisible  avia-builder-el-139  el_after_av_textblock  el_before_av_button_big  avia-builder-el-last '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<div  class='avia-button-wrap avia-button-center  avia-builder-el-140  el_after_av_hr  avia-builder-el-last '>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_button_big-9b78951a35a204d0df08fa9ea8a20508\">\n#top #wrap_all .avia-button.av-av_button_big-9b78951a35a204d0df08fa9ea8a20508{\ncolor:#ffffff;\ntransition:all 0.4s ease-in-out;\n}\n#top #wrap_all .avia-button.av-av_button_big-9b78951a35a204d0df08fa9ea8a20508:hover{\ncolor:#ffffff;\ntransition:all 0.4s ease-in-out;\n}\n<\/style>\n<a href='https:\/\/www.mandat.de\/de\/wp-content\/uploads\/06-2015-Marke-Kauferlebnis-aus-Kundensicht-verstehen.pdf' class='avia-color-theme-color avia-button avia-button-fullwidth av-av_button_big-9b78951a35a204d0df08fa9ea8a20508 avia-icon_select-no avia-color-theme-color'  target=\"_blank\"  rel=\"noopener noreferrer\" ><span class='avia_iconbox_title' >Read the full article<\/span><span class='avia_button_background avia-button avia-button-fullwidth avia-color-theme-color'><\/span><\/a><\/div><\/p><\/div>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_one_third-c8fc129dc35fd1ae2a1e410224d39ea8\">\n.flex_column.av-av_one_third-c8fc129dc35fd1ae2a1e410224d39ea8{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-av_one_third-c8fc129dc35fd1ae2a1e410224d39ea8 av_one_third  avia-builder-el-141  el_after_av_one_third  el_before_av_one_third  flex_column_div av-zero-column-padding  column-top-margin'     ><p>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_heading-4fefbcf5f1b77a6a35b221f4e2dd80a2\">\n#top .av-special-heading.av-av_heading-4fefbcf5f1b77a6a35b221f4e2dd80a2{\npadding-bottom:10px;\n}\nbody .av-special-heading.av-av_heading-4fefbcf5f1b77a6a35b221f4e2dd80a2 .av-special-heading-tag .heading-char{\nfont-size:25px;\n}\n.av-special-heading.av-av_heading-4fefbcf5f1b77a6a35b221f4e2dd80a2 .av-subheading{\nfont-size:15px;\n}\n<\/style>\n<div  class='av-special-heading av-av_heading-4fefbcf5f1b77a6a35b221f4e2dd80a2 av-special-heading-h6  avia-builder-el-142  el_before_av_textblock  avia-builder-el-first '><h6 class='av-special-heading-tag'  itemprop=\"headline\"  >The Right Context &#8211; Putting Your Brand Front and Center<\/h6><div class=\"special-heading-border\"><div class=\"special-heading-inner-border\"><\/div><\/div><\/div><br \/>\n<section  class='av_textblock_section av-av_textblock-2de302bf1aa3cf4c9157dbe6f50ac7eb '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p>Before you enter the real-world brand environment at the point of sale (POS) or the world of online sales, the internal working environment should be right&#8230;<\/p>\n<p><em>Mandat Growthletter\u00ae, issue 05\/2015<br \/>\n<strong>Linda Vollberg<\/strong><\/em><\/p>\n<\/div><\/section><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_hr-1deae294de86921cadf9622fb2da0879\">\n#top .hr.hr-invisible.av-av_hr-1deae294de86921cadf9622fb2da0879{\nheight:25px;\n}\n<\/style>\n<div  class='hr av-av_hr-1deae294de86921cadf9622fb2da0879 hr-invisible  avia-builder-el-144  el_after_av_textblock  el_before_av_button_big  avia-builder-el-last '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<div  class='avia-button-wrap avia-button-center  avia-builder-el-145  el_after_av_hr  avia-builder-el-last '>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_button_big-4f293819a23c686c6139d44e77bacc1b\">\n#top #wrap_all .avia-button.av-av_button_big-4f293819a23c686c6139d44e77bacc1b{\ncolor:#ffffff;\ntransition:all 0.4s ease-in-out;\n}\n#top #wrap_all .avia-button.av-av_button_big-4f293819a23c686c6139d44e77bacc1b:hover{\ncolor:#ffffff;\ntransition:all 0.4s ease-in-out;\n}\n<\/style>\n<a href='https:\/\/www.mandat.de\/de\/wp-content\/uploads\/05-2015-Marke-Marke-durch-richtigen-Rahmen-zur-Geltung-bringen.pdf' class='avia-color-theme-color avia-button avia-button-fullwidth av-av_button_big-4f293819a23c686c6139d44e77bacc1b avia-icon_select-no avia-color-theme-color'  target=\"_blank\"  rel=\"noopener noreferrer\" ><span class='avia_iconbox_title' >Read the full article<\/span><span class='avia_button_background avia-button avia-button-fullwidth avia-color-theme-color'><\/span><\/a><\/div><\/p><\/div>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_one_third-c8fc129dc35fd1ae2a1e410224d39ea8\">\n.flex_column.av-av_one_third-c8fc129dc35fd1ae2a1e410224d39ea8{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-av_one_third-c8fc129dc35fd1ae2a1e410224d39ea8 av_one_third  avia-builder-el-146  el_after_av_one_third  el_before_av_one_third  flex_column_div av-zero-column-padding  column-top-margin'     ><p>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_heading-21b4c54bfa46de3ba9fb522d2226775d\">\n#top .av-special-heading.av-av_heading-21b4c54bfa46de3ba9fb522d2226775d{\npadding-bottom:10px;\n}\nbody .av-special-heading.av-av_heading-21b4c54bfa46de3ba9fb522d2226775d .av-special-heading-tag .heading-char{\nfont-size:25px;\n}\n.av-special-heading.av-av_heading-21b4c54bfa46de3ba9fb522d2226775d .av-subheading{\nfont-size:15px;\n}\n<\/style>\n<div  class='av-special-heading av-av_heading-21b4c54bfa46de3ba9fb522d2226775d av-special-heading-h6  avia-builder-el-147  el_before_av_textblock  avia-builder-el-first '><h6 class='av-special-heading-tag'  itemprop=\"headline\"  >All In \u2013 Decisiveness in Branding<\/h6><div class=\"special-heading-border\"><div class=\"special-heading-inner-border\"><\/div><\/div><\/div><br \/>\n<section  class='av_textblock_section av-av_textblock-2de302bf1aa3cf4c9157dbe6f50ac7eb '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p>Brand is not clearly positioned? Occasional disconnect between product and brand? Although there is no shortage of ideas and concepts&#8230;<\/p>\n<p><em>Mandat Growthletter\u00ae, issue 04\/2015<br \/>\n<strong>Linda Vollberg<\/strong><\/em><\/p>\n<\/div><\/section><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_hr-1deae294de86921cadf9622fb2da0879\">\n#top .hr.hr-invisible.av-av_hr-1deae294de86921cadf9622fb2da0879{\nheight:25px;\n}\n<\/style>\n<div  class='hr av-av_hr-1deae294de86921cadf9622fb2da0879 hr-invisible  avia-builder-el-149  el_after_av_textblock  el_before_av_button_big  avia-builder-el-last '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<div  class='avia-button-wrap avia-button-center  avia-builder-el-150  el_after_av_hr  avia-builder-el-last '>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_button_big-7a84ffd2ca92ea2b189340f9ef1d8316\">\n#top #wrap_all .avia-button.av-av_button_big-7a84ffd2ca92ea2b189340f9ef1d8316{\ncolor:#ffffff;\ntransition:all 0.4s ease-in-out;\n}\n#top #wrap_all .avia-button.av-av_button_big-7a84ffd2ca92ea2b189340f9ef1d8316:hover{\ncolor:#ffffff;\ntransition:all 0.4s ease-in-out;\n}\n<\/style>\n<a href='https:\/\/www.mandat.de\/de\/wp-content\/uploads\/04-2015-Marke-Entscheidungen-treffen-im-Sinne-der-Marke.pdf' class='avia-color-theme-color avia-button avia-button-fullwidth av-av_button_big-7a84ffd2ca92ea2b189340f9ef1d8316 avia-icon_select-no avia-color-theme-color'  target=\"_blank\"  rel=\"noopener noreferrer\" ><span class='avia_iconbox_title' >Read the full article<\/span><span class='avia_button_background avia-button avia-button-fullwidth avia-color-theme-color'><\/span><\/a><\/div><\/p><\/div>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_one_third-15d750bd1b332b34c6e70b077ebbccdf\">\n.flex_column.av-av_one_third-15d750bd1b332b34c6e70b077ebbccdf{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-av_one_third-15d750bd1b332b34c6e70b077ebbccdf av_one_third  avia-builder-el-151  el_after_av_one_third  el_before_av_one_third  first flex_column_div av-zero-column-padding  column-top-margin'     ><p>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_heading-093eeb08922b1b55ffef87527551beeb\">\n#top .av-special-heading.av-av_heading-093eeb08922b1b55ffef87527551beeb{\npadding-bottom:10px;\n}\nbody .av-special-heading.av-av_heading-093eeb08922b1b55ffef87527551beeb .av-special-heading-tag .heading-char{\nfont-size:25px;\n}\n.av-special-heading.av-av_heading-093eeb08922b1b55ffef87527551beeb .av-subheading{\nfont-size:15px;\n}\n<\/style>\n<div  class='av-special-heading av-av_heading-093eeb08922b1b55ffef87527551beeb av-special-heading-h6  avia-builder-el-152  el_before_av_textblock  avia-builder-el-first '><h6 class='av-special-heading-tag'  itemprop=\"headline\"  >Take Action and Change &#8211; Break out of Crisis Mode Now<\/h6><div class=\"special-heading-border\"><div class=\"special-heading-inner-border\"><\/div><\/div><\/div><br \/>\n<section  class='av_textblock_section av-av_textblock-2de302bf1aa3cf4c9157dbe6f50ac7eb '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p>Strengthening the brand in the turn-around, supporting long-term success in the market and&#8230;<\/p>\n<p><em>Mandat Growthletter\u00ae, issue 03\/2015<br \/>\n<strong>Linda Vollberg<\/strong><\/em><\/p>\n<\/div><\/section><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_hr-1deae294de86921cadf9622fb2da0879\">\n#top .hr.hr-invisible.av-av_hr-1deae294de86921cadf9622fb2da0879{\nheight:25px;\n}\n<\/style>\n<div  class='hr av-av_hr-1deae294de86921cadf9622fb2da0879 hr-invisible  avia-builder-el-154  el_after_av_textblock  el_before_av_button_big  avia-builder-el-last '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<div  class='avia-button-wrap avia-button-center  avia-builder-el-155  el_after_av_hr  avia-builder-el-last '>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_button_big-546f8cd42dbaaa8f29ac0995703b9338\">\n#top #wrap_all .avia-button.av-av_button_big-546f8cd42dbaaa8f29ac0995703b9338{\ncolor:#ffffff;\ntransition:all 0.4s ease-in-out;\n}\n#top #wrap_all .avia-button.av-av_button_big-546f8cd42dbaaa8f29ac0995703b9338:hover{\ncolor:#ffffff;\ntransition:all 0.4s ease-in-out;\n}\n<\/style>\n<a href='https:\/\/www.mandat.de\/de\/wp-content\/uploads\/03-2015-Marke-Jetzt-aus-dem-Krisenmodus-befreien.pdf' class='avia-color-theme-color avia-button avia-button-fullwidth av-av_button_big-546f8cd42dbaaa8f29ac0995703b9338 avia-icon_select-no avia-color-theme-color'  target=\"_blank\"  rel=\"noopener noreferrer\" ><span class='avia_iconbox_title' >Read the full article<\/span><span class='avia_button_background avia-button avia-button-fullwidth avia-color-theme-color'><\/span><\/a><\/div><\/p><\/div>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_one_third-c8fc129dc35fd1ae2a1e410224d39ea8\">\n.flex_column.av-av_one_third-c8fc129dc35fd1ae2a1e410224d39ea8{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-av_one_third-c8fc129dc35fd1ae2a1e410224d39ea8 av_one_third  avia-builder-el-156  el_after_av_one_third  el_before_av_one_third  flex_column_div av-zero-column-padding  column-top-margin'     ><p>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_heading-0c2e44fbdd99b0e7108b6e039b2afa56\">\n#top .av-special-heading.av-av_heading-0c2e44fbdd99b0e7108b6e039b2afa56{\npadding-bottom:10px;\n}\nbody .av-special-heading.av-av_heading-0c2e44fbdd99b0e7108b6e039b2afa56 .av-special-heading-tag .heading-char{\nfont-size:25px;\n}\n.av-special-heading.av-av_heading-0c2e44fbdd99b0e7108b6e039b2afa56 .av-subheading{\nfont-size:15px;\n}\n<\/style>\n<div  class='av-special-heading av-av_heading-0c2e44fbdd99b0e7108b6e039b2afa56 av-special-heading-h6  avia-builder-el-157  el_before_av_textblock  avia-builder-el-first '><h6 class='av-special-heading-tag'  itemprop=\"headline\"  >Picking up Speed &#8211; Targeted Advancement of Innovation<\/h6><div class=\"special-heading-border\"><div class=\"special-heading-inner-border\"><\/div><\/div><\/div><br \/>\n<section  class='av_textblock_section av-av_textblock-2de302bf1aa3cf4c9157dbe6f50ac7eb '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p>Pointing the way: ensuring the framework for targeted management of directed creativity\u2026<\/p>\n<p><em>Mandat Growthletter\u00ae, issue 02\/2015<br \/>\n<strong>Linda Vollberg<\/strong><\/em><\/p>\n<\/div><\/section><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_hr-1deae294de86921cadf9622fb2da0879\">\n#top .hr.hr-invisible.av-av_hr-1deae294de86921cadf9622fb2da0879{\nheight:25px;\n}\n<\/style>\n<div  class='hr av-av_hr-1deae294de86921cadf9622fb2da0879 hr-invisible  avia-builder-el-159  el_after_av_textblock  el_before_av_button_big  avia-builder-el-last '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<div  class='avia-button-wrap avia-button-center  avia-builder-el-160  el_after_av_hr  avia-builder-el-last '>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_button_big-6a1f7dd55239fb9ad44e147289b948f2\">\n#top #wrap_all .avia-button.av-av_button_big-6a1f7dd55239fb9ad44e147289b948f2{\ncolor:#ffffff;\ntransition:all 0.4s ease-in-out;\n}\n#top #wrap_all .avia-button.av-av_button_big-6a1f7dd55239fb9ad44e147289b948f2:hover{\ncolor:#ffffff;\ntransition:all 0.4s ease-in-out;\n}\n<\/style>\n<a href='https:\/\/www.mandat.de\/de\/wp-content\/uploads\/02-2015-Marke-Innovationen-gezielt-voran-treiben.pdf' class='avia-color-theme-color avia-button avia-button-fullwidth av-av_button_big-6a1f7dd55239fb9ad44e147289b948f2 avia-icon_select-no avia-color-theme-color'  target=\"_blank\"  rel=\"noopener noreferrer\" ><span class='avia_iconbox_title' >Read the full article<\/span><span class='avia_button_background avia-button avia-button-fullwidth avia-color-theme-color'><\/span><\/a><\/div><\/p><\/div>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_one_third-c8fc129dc35fd1ae2a1e410224d39ea8\">\n.flex_column.av-av_one_third-c8fc129dc35fd1ae2a1e410224d39ea8{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-av_one_third-c8fc129dc35fd1ae2a1e410224d39ea8 av_one_third  avia-builder-el-161  el_after_av_one_third  el_before_av_one_third  flex_column_div av-zero-column-padding  column-top-margin'     ><p>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_heading-65930e09257fd19091c1123c0ae3e8f3\">\n#top .av-special-heading.av-av_heading-65930e09257fd19091c1123c0ae3e8f3{\npadding-bottom:10px;\n}\nbody .av-special-heading.av-av_heading-65930e09257fd19091c1123c0ae3e8f3 .av-special-heading-tag .heading-char{\nfont-size:25px;\n}\n.av-special-heading.av-av_heading-65930e09257fd19091c1123c0ae3e8f3 .av-subheading{\nfont-size:15px;\n}\n<\/style>\n<div  class='av-special-heading av-av_heading-65930e09257fd19091c1123c0ae3e8f3 av-special-heading-h6  avia-builder-el-162  el_before_av_textblock  avia-builder-el-first '><h6 class='av-special-heading-tag'  itemprop=\"headline\"  >Forward March is not a Direction \u2013 Mastering the Brand Core<\/h6><div class=\"special-heading-border\"><div class=\"special-heading-inner-border\"><\/div><\/div><\/div><br \/>\n<section  class='av_textblock_section av-av_textblock-2de302bf1aa3cf4c9157dbe6f50ac7eb '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p>A brand core is a &#8222;single&#8220; core and not multifaceted &#8211; define a central brand message, which provides direction for growth&#8230;<\/p>\n<p><em>Mandat Growthletter\u00ae, issue 01\/2015<br \/>\n<strong>Linda Vollberg<\/strong><\/em><\/p>\n<\/div><\/section><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_hr-1deae294de86921cadf9622fb2da0879\">\n#top .hr.hr-invisible.av-av_hr-1deae294de86921cadf9622fb2da0879{\nheight:25px;\n}\n<\/style>\n<div  class='hr av-av_hr-1deae294de86921cadf9622fb2da0879 hr-invisible  avia-builder-el-164  el_after_av_textblock  el_before_av_button_big  avia-builder-el-last '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<div  class='avia-button-wrap avia-button-center  avia-builder-el-165 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data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_one_third-15d750bd1b332b34c6e70b077ebbccdf\">\n.flex_column.av-av_one_third-15d750bd1b332b34c6e70b077ebbccdf{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-av_one_third-15d750bd1b332b34c6e70b077ebbccdf av_one_third  avia-builder-el-166  el_after_av_one_third  el_before_av_one_third  first flex_column_div av-zero-column-padding  column-top-margin'     ><p>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_heading-0f6fbe30fa9f162b40a1a8ff9a6e96d0\">\n#top .av-special-heading.av-av_heading-0f6fbe30fa9f162b40a1a8ff9a6e96d0{\npadding-bottom:10px;\n}\nbody .av-special-heading.av-av_heading-0f6fbe30fa9f162b40a1a8ff9a6e96d0 .av-special-heading-tag .heading-char{\nfont-size:25px;\n}\n.av-special-heading.av-av_heading-0f6fbe30fa9f162b40a1a8ff9a6e96d0 .av-subheading{\nfont-size:15px;\n}\n<\/style>\n<div  class='av-special-heading av-av_heading-0f6fbe30fa9f162b40a1a8ff9a6e96d0 av-special-heading-h6  avia-builder-el-167  el_before_av_textblock  avia-builder-el-first '><h6 class='av-special-heading-tag'  itemprop=\"headline\"  >Brands and Thought Leaders<\/h6><div class=\"special-heading-border\"><div class=\"special-heading-inner-border\"><\/div><\/div><\/div><br \/>\n<section  class='av_textblock_section av-av_textblock-2de302bf1aa3cf4c9157dbe6f50ac7eb '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p>It is not necessarily essential for the growth of a company to build a strong brand and achieve thought leadership&#8230;<\/p>\n<p><em>a3 Marketing Media AdScience, issue 11-12\/2014<br \/>\n<strong>Linda Vollberg<\/strong><\/em><\/p>\n<\/div><\/section><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_hr-1deae294de86921cadf9622fb2da0879\">\n#top .hr.hr-invisible.av-av_hr-1deae294de86921cadf9622fb2da0879{\nheight:25px;\n}\n<\/style>\n<div  class='hr av-av_hr-1deae294de86921cadf9622fb2da0879 hr-invisible  avia-builder-el-169  el_after_av_textblock  el_before_av_button_big  avia-builder-el-last '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<div  class='avia-button-wrap avia-button-center  avia-builder-el-170  el_after_av_hr  avia-builder-el-last '>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_button_big-049bf2839d8449cf51ef293cc18be084\">\n#top #wrap_all .avia-button.av-av_button_big-049bf2839d8449cf51ef293cc18be084{\ncolor:#ffffff;\ntransition:all 0.4s ease-in-out;\n}\n#top #wrap_all .avia-button.av-av_button_big-049bf2839d8449cf51ef293cc18be084:hover{\ncolor:#ffffff;\ntransition:all 0.4s ease-in-out;\n}\n<\/style>\n<a href='https:\/\/www.mandat.de\/de\/wp-content\/uploads\/a3-Marketing-Marken-und-Meinungsfuehrer.pdf' class='avia-color-theme-color avia-button avia-button-fullwidth av-av_button_big-049bf2839d8449cf51ef293cc18be084 avia-icon_select-no avia-color-theme-color'  target=\"_blank\"  rel=\"noopener noreferrer\" ><span class='avia_iconbox_title' >Read the full article<\/span><span class='avia_button_background avia-button avia-button-fullwidth avia-color-theme-color'><\/span><\/a><\/div><\/p><\/div>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_one_third-c8fc129dc35fd1ae2a1e410224d39ea8\">\n.flex_column.av-av_one_third-c8fc129dc35fd1ae2a1e410224d39ea8{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-av_one_third-c8fc129dc35fd1ae2a1e410224d39ea8 av_one_third  avia-builder-el-171  el_after_av_one_third  el_before_av_one_third  flex_column_div av-zero-column-padding  column-top-margin'     ><p>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_heading-a3849a281fc9661aa38b3c1f68032c71\">\n#top .av-special-heading.av-av_heading-a3849a281fc9661aa38b3c1f68032c71{\npadding-bottom:10px;\n}\nbody .av-special-heading.av-av_heading-a3849a281fc9661aa38b3c1f68032c71 .av-special-heading-tag .heading-char{\nfont-size:25px;\n}\n.av-special-heading.av-av_heading-a3849a281fc9661aa38b3c1f68032c71 .av-subheading{\nfont-size:15px;\n}\n<\/style>\n<div  class='av-special-heading av-av_heading-a3849a281fc9661aa38b3c1f68032c71 av-special-heading-h6  avia-builder-el-172  el_before_av_textblock  avia-builder-el-first '><h6 class='av-special-heading-tag'  itemprop=\"headline\"  >Emotion? It\u2019s only logical!<\/h6><div class=\"special-heading-border\"><div class=\"special-heading-inner-border\"><\/div><\/div><\/div><br \/>\n<section  class='av_textblock_section av-av_textblock-2de302bf1aa3cf4c9157dbe6f50ac7eb '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p>You cannot manage a brand based solely on reason. Brand management is an executive responsibility! Emotion trumps reason, because reason makes people think&#8230;<\/p>\n<p><em>diy, Special Edition (40 years BHB), pp. 68-69<br \/>\n<strong>Dr. Guido Quelle<\/strong><\/em><\/p>\n<\/div><\/section><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_hr-1deae294de86921cadf9622fb2da0879\">\n#top .hr.hr-invisible.av-av_hr-1deae294de86921cadf9622fb2da0879{\nheight:25px;\n}\n<\/style>\n<div  class='hr av-av_hr-1deae294de86921cadf9622fb2da0879 hr-invisible  avia-builder-el-174  el_after_av_textblock  el_before_av_button_big  avia-builder-el-last '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<div  class='avia-button-wrap avia-button-center  avia-builder-el-175  el_after_av_hr  avia-builder-el-last '>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_button_big-6a1f7dd55239fb9ad44e147289b948f2\">\n#top #wrap_all .avia-button.av-av_button_big-6a1f7dd55239fb9ad44e147289b948f2{\ncolor:#ffffff;\ntransition:all 0.4s ease-in-out;\n}\n#top #wrap_all .avia-button.av-av_button_big-6a1f7dd55239fb9ad44e147289b948f2:hover{\ncolor:#ffffff;\ntransition:all 0.4s ease-in-out;\n}\n<\/style>\n<a href='https:\/\/www.mandat.de\/de\/wp-content\/uploads\/02-2015-Marke-Innovationen-gezielt-voran-treiben.pdf' class='avia-color-theme-color avia-button avia-button-fullwidth av-av_button_big-6a1f7dd55239fb9ad44e147289b948f2 avia-icon_select-no avia-color-theme-color'  target=\"_blank\"  rel=\"noopener noreferrer\" ><span class='avia_iconbox_title' >Read the full article<\/span><span class='avia_button_background avia-button avia-button-fullwidth avia-color-theme-color'><\/span><\/a><\/div><\/p><\/div>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_one_third-c8fc129dc35fd1ae2a1e410224d39ea8\">\n.flex_column.av-av_one_third-c8fc129dc35fd1ae2a1e410224d39ea8{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-av_one_third-c8fc129dc35fd1ae2a1e410224d39ea8 av_one_third  avia-builder-el-176  el_after_av_one_third  el_before_av_one_third  flex_column_div av-zero-column-padding  column-top-margin'     ><p>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_heading-dbd4d72d4ba68edfca4f1a12363c6798\">\n#top .av-special-heading.av-av_heading-dbd4d72d4ba68edfca4f1a12363c6798{\npadding-bottom:10px;\n}\nbody .av-special-heading.av-av_heading-dbd4d72d4ba68edfca4f1a12363c6798 .av-special-heading-tag .heading-char{\nfont-size:25px;\n}\n.av-special-heading.av-av_heading-dbd4d72d4ba68edfca4f1a12363c6798 .av-subheading{\nfont-size:15px;\n}\n<\/style>\n<div  class='av-special-heading av-av_heading-dbd4d72d4ba68edfca4f1a12363c6798 av-special-heading-h6  avia-builder-el-177  el_before_av_textblock  avia-builder-el-first '><h6 class='av-special-heading-tag'  itemprop=\"headline\"  >Brand as a Foundation for Profitable Growth<\/h6><div class=\"special-heading-border\"><div class=\"special-heading-inner-border\"><\/div><\/div><\/div><br \/>\n<section  class='av_textblock_section av-av_textblock-2de302bf1aa3cf4c9157dbe6f50ac7eb '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p>Growth is possible without a strong brand, but a strong brand as an engine for profitable growth makes the journey a whole lot easier&#8230;<\/p>\n<p><em>KMU-Magazin, issue 05 2013, pp. 10-13<br \/>\n<strong>Prof. Dr. Guido Quelle<\/strong><\/em><\/p>\n<\/div><\/section><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_hr-1deae294de86921cadf9622fb2da0879\">\n#top .hr.hr-invisible.av-av_hr-1deae294de86921cadf9622fb2da0879{\nheight:25px;\n}\n<\/style>\n<div  class='hr av-av_hr-1deae294de86921cadf9622fb2da0879 hr-invisible  avia-builder-el-179  el_after_av_textblock  el_before_av_button_big  avia-builder-el-last '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<div  class='avia-button-wrap avia-button-center  avia-builder-el-180  el_after_av_hr  avia-builder-el-last '>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_button_big-e6e8d2cc6ff8ea294d063a76ef315c3d\">\n#top #wrap_all .avia-button.av-av_button_big-e6e8d2cc6ff8ea294d063a76ef315c3d{\ncolor:#ffffff;\ntransition:all 0.4s ease-in-out;\n}\n#top #wrap_all .avia-button.av-av_button_big-e6e8d2cc6ff8ea294d063a76ef315c3d:hover{\ncolor:#ffffff;\ntransition:all 0.4s ease-in-out;\n}\n<\/style>\n<a href='https:\/\/www.mandat.de\/de\/wp-content\/uploads\/Die-Marke-als-Basis-f%C3%BCr-profitables-Wachstum-KMU-Magazin-Mai-2013.pdf' class='avia-color-theme-color avia-button avia-button-fullwidth av-av_button_big-e6e8d2cc6ff8ea294d063a76ef315c3d avia-icon_select-no avia-color-theme-color'  target=\"_blank\"  rel=\"noopener noreferrer\" ><span class='avia_iconbox_title' >Read the full article<\/span><span class='avia_button_background avia-button avia-button-fullwidth avia-color-theme-color'><\/span><\/a><\/div><\/p><\/div>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_one_third-15d750bd1b332b34c6e70b077ebbccdf\">\n.flex_column.av-av_one_third-15d750bd1b332b34c6e70b077ebbccdf{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-av_one_third-15d750bd1b332b34c6e70b077ebbccdf av_one_third  avia-builder-el-181  el_after_av_one_third  el_before_av_one_third  first flex_column_div av-zero-column-padding  column-top-margin'     ><p>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_heading-96195e720ea66549a02fa6e30956880d\">\n#top .av-special-heading.av-av_heading-96195e720ea66549a02fa6e30956880d{\npadding-bottom:10px;\n}\nbody .av-special-heading.av-av_heading-96195e720ea66549a02fa6e30956880d .av-special-heading-tag .heading-char{\nfont-size:25px;\n}\n.av-special-heading.av-av_heading-96195e720ea66549a02fa6e30956880d .av-subheading{\nfont-size:15px;\n}\n<\/style>\n<div  class='av-special-heading av-av_heading-96195e720ea66549a02fa6e30956880d av-special-heading-h6  avia-builder-el-182  el_before_av_textblock  avia-builder-el-first '><h6 class='av-special-heading-tag'  itemprop=\"headline\"  >Five Popular Brand Management Misconceptions<\/h6><div class=\"special-heading-border\"><div class=\"special-heading-inner-border\"><\/div><\/div><\/div><br \/>\n<section  class='av_textblock_section av-av_textblock-2de302bf1aa3cf4c9157dbe6f50ac7eb '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p>Do we even need brands? Isn&#8217;t branding a marketing task? Does brand need to be measured? Do we have to keep questioning customers&#8230;.<\/p>\n<p><em>a3 Marketing Media AdScience, issue 05 2014,<br \/>\n<\/em><em><strong>Dr. Guido Quelle<\/strong><\/em><\/p>\n<\/div><\/section><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_hr-1deae294de86921cadf9622fb2da0879\">\n#top .hr.hr-invisible.av-av_hr-1deae294de86921cadf9622fb2da0879{\nheight:25px;\n}\n<\/style>\n<div  class='hr av-av_hr-1deae294de86921cadf9622fb2da0879 hr-invisible  avia-builder-el-184  el_after_av_textblock  el_before_av_button_big  avia-builder-el-last '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<div  class='avia-button-wrap avia-button-center  avia-builder-el-185  el_after_av_hr  avia-builder-el-last '>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_button_big-748041724e5249aca93058fb15174a59\">\n#top #wrap_all .avia-button.av-av_button_big-748041724e5249aca93058fb15174a59{\ncolor:#ffffff;\ntransition:all 0.4s ease-in-out;\n}\n#top #wrap_all .avia-button.av-av_button_big-748041724e5249aca93058fb15174a59:hover{\ncolor:#ffffff;\ntransition:all 0.4s ease-in-out;\n}\n<\/style>\n<a href='https:\/\/www.mandat.de\/de\/wp-content\/uploads\/a3Marketing-Fuenf-populaere-Irrtuemer-ueber-Markenfuehrung.pdf' class='avia-color-theme-color avia-button avia-button-fullwidth av-av_button_big-748041724e5249aca93058fb15174a59 avia-icon_select-no avia-color-theme-color'  target=\"_blank\"  rel=\"noopener noreferrer\" ><span class='avia_iconbox_title' >Read the full article<\/span><span class='avia_button_background avia-button avia-button-fullwidth avia-color-theme-color'><\/span><\/a><\/div><\/p><\/div>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_one_third-c8fc129dc35fd1ae2a1e410224d39ea8\">\n.flex_column.av-av_one_third-c8fc129dc35fd1ae2a1e410224d39ea8{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-av_one_third-c8fc129dc35fd1ae2a1e410224d39ea8 av_one_third  avia-builder-el-186  el_after_av_one_third  el_before_av_one_third  flex_column_div av-zero-column-padding  column-top-margin'     ><p>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_heading-1b19208ac88aa7324443c808c2096a62\">\n#top .av-special-heading.av-av_heading-1b19208ac88aa7324443c808c2096a62{\npadding-bottom:10px;\n}\nbody .av-special-heading.av-av_heading-1b19208ac88aa7324443c808c2096a62 .av-special-heading-tag .heading-char{\nfont-size:25px;\n}\n.av-special-heading.av-av_heading-1b19208ac88aa7324443c808c2096a62 .av-subheading{\nfont-size:15px;\n}\n<\/style>\n<div  class='av-special-heading av-av_heading-1b19208ac88aa7324443c808c2096a62 av-special-heading-h6  avia-builder-el-187  el_before_av_textblock  avia-builder-el-first '><h6 class='av-special-heading-tag'  itemprop=\"headline\"  >The Engine of Growth<\/h6><div class=\"special-heading-border\"><div class=\"special-heading-inner-border\"><\/div><\/div><\/div><br \/>\n<section  class='av_textblock_section av-av_textblock-2de302bf1aa3cf4c9157dbe6f50ac7eb '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p>\u2013 The right way to manage a brand \u2013 Apple continues to be a fascinating example of a single-brand company. Brands don&#8217;t run themselves&#8230;<\/p>\n<p><em>Modern Office, supplement to WiWo, November 2013<br \/>\n<strong>Dr. Guido Quelle<\/strong><\/em><\/p>\n<\/div><\/section><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_hr-1deae294de86921cadf9622fb2da0879\">\n#top .hr.hr-invisible.av-av_hr-1deae294de86921cadf9622fb2da0879{\nheight:25px;\n}\n<\/style>\n<div  class='hr av-av_hr-1deae294de86921cadf9622fb2da0879 hr-invisible  avia-builder-el-189  el_after_av_textblock  el_before_av_button_big  avia-builder-el-last '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<div  class='avia-button-wrap avia-button-center  avia-builder-el-190  el_after_av_hr  avia-builder-el-last '>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_button_big-2061e83809eecef4549f408192065e1c\">\n#top #wrap_all .avia-button.av-av_button_big-2061e83809eecef4549f408192065e1c{\ncolor:#ffffff;\ntransition:all 0.4s ease-in-out;\n}\n#top #wrap_all .avia-button.av-av_button_big-2061e83809eecef4549f408192065e1c:hover{\ncolor:#ffffff;\ntransition:all 0.4s ease-in-out;\n}\n<\/style>\n<a href='https:\/\/www.mandat.de\/de\/wp-content\/uploads\/Marke-als-Wachstumsmotor_Modern-Office.pdf' class='avia-color-theme-color avia-button avia-button-fullwidth av-av_button_big-2061e83809eecef4549f408192065e1c avia-icon_select-no avia-color-theme-color'  target=\"_blank\"  rel=\"noopener noreferrer\" ><span class='avia_iconbox_title' >Read the full article<\/span><span class='avia_button_background avia-button avia-button-fullwidth avia-color-theme-color'><\/span><\/a><\/div><\/p><\/div>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_one_third-c8fc129dc35fd1ae2a1e410224d39ea8\">\n.flex_column.av-av_one_third-c8fc129dc35fd1ae2a1e410224d39ea8{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-av_one_third-c8fc129dc35fd1ae2a1e410224d39ea8 av_one_third  avia-builder-el-191  el_after_av_one_third  el_before_av_one_third  flex_column_div av-zero-column-padding  column-top-margin'     ><p>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_heading-93f0d15a33c650ae2336601e1d656cf6\">\n#top .av-special-heading.av-av_heading-93f0d15a33c650ae2336601e1d656cf6{\npadding-bottom:10px;\n}\nbody .av-special-heading.av-av_heading-93f0d15a33c650ae2336601e1d656cf6 .av-special-heading-tag .heading-char{\nfont-size:25px;\n}\n.av-special-heading.av-av_heading-93f0d15a33c650ae2336601e1d656cf6 .av-subheading{\nfont-size:15px;\n}\n<\/style>\n<div  class='av-special-heading av-av_heading-93f0d15a33c650ae2336601e1d656cf6 av-special-heading-h6  avia-builder-el-192  el_before_av_textblock  avia-builder-el-first '><h6 class='av-special-heading-tag'  itemprop=\"headline\"  >Brand Management &#8211; The Emphasis is on Management<\/h6><div class=\"special-heading-border\"><div class=\"special-heading-inner-border\"><\/div><\/div><\/div><br \/>\n<section  class='av_textblock_section av-av_textblock-2de302bf1aa3cf4c9157dbe6f50ac7eb '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p>Brands shape our lives. Particularly in the retail\/consumer sector, hundreds of brand impressions flow over us every day&#8230;<\/p>\n<p><em>bdvb aktuell 118, issue 4\/2012, pp. 18-19<br \/>\n<strong>Dr. Guido Quelle<\/strong><\/em><\/p>\n<\/div><\/section><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_hr-1deae294de86921cadf9622fb2da0879\">\n#top .hr.hr-invisible.av-av_hr-1deae294de86921cadf9622fb2da0879{\nheight:25px;\n}\n<\/style>\n<div  class='hr av-av_hr-1deae294de86921cadf9622fb2da0879 hr-invisible  avia-builder-el-194  el_after_av_textblock  el_before_av_button_big  avia-builder-el-last '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<div  class='avia-button-wrap avia-button-center  avia-builder-el-195  el_after_av_hr  avia-builder-el-last '>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_button_big-fee4fb3f642994e9add6b79b7748963a\">\n#top #wrap_all .avia-button.av-av_button_big-fee4fb3f642994e9add6b79b7748963a{\ncolor:#ffffff;\ntransition:all 0.4s ease-in-out;\n}\n#top #wrap_all .avia-button.av-av_button_big-fee4fb3f642994e9add6b79b7748963a:hover{\ncolor:#ffffff;\ntransition:all 0.4s ease-in-out;\n}\n<\/style>\n<a href='https:\/\/www.mandat.de\/de\/wp-content\/uploads\/1210_bdvb_10_12.pdf' class='avia-color-theme-color avia-button avia-button-fullwidth av-av_button_big-fee4fb3f642994e9add6b79b7748963a avia-icon_select-no avia-color-theme-color'  target=\"_blank\"  rel=\"noopener noreferrer\" ><span class='avia_iconbox_title' >Read the full article<\/span><span class='avia_button_background avia-button avia-button-fullwidth avia-color-theme-color'><\/span><\/a><\/div><\/p><\/div>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_one_third-15d750bd1b332b34c6e70b077ebbccdf\">\n.flex_column.av-av_one_third-15d750bd1b332b34c6e70b077ebbccdf{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-av_one_third-15d750bd1b332b34c6e70b077ebbccdf av_one_third  avia-builder-el-196  el_after_av_one_third  el_before_av_one_third  first flex_column_div av-zero-column-padding  column-top-margin'     ><p>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_heading-dcd73caf67f7e9d32c6aa32c7c1c4038\">\n#top .av-special-heading.av-av_heading-dcd73caf67f7e9d32c6aa32c7c1c4038{\npadding-bottom:10px;\n}\nbody .av-special-heading.av-av_heading-dcd73caf67f7e9d32c6aa32c7c1c4038 .av-special-heading-tag .heading-char{\nfont-size:25px;\n}\n.av-special-heading.av-av_heading-dcd73caf67f7e9d32c6aa32c7c1c4038 .av-subheading{\nfont-size:15px;\n}\n<\/style>\n<div  class='av-special-heading av-av_heading-dcd73caf67f7e9d32c6aa32c7c1c4038 av-special-heading-h6  avia-builder-el-197  el_before_av_textblock  avia-builder-el-first '><h6 class='av-special-heading-tag'  itemprop=\"headline\"  >Be It a Brand or a Company: Growth Comes From Within<\/h6><div class=\"special-heading-border\"><div class=\"special-heading-inner-border\"><\/div><\/div><\/div><br \/>\n<section  class='av_textblock_section av-av_textblock-2de302bf1aa3cf4c9157dbe6f50ac7eb '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p>The outside world is not to blame for success or failure. Growth comes from targeted innovation&#8230;<\/p>\n<p><em>Wirtschaftsmagazin Jahrbuch 2012, pp. 68-69,<strong><br \/>\nDr. Guido Quelle<\/strong><\/em><\/p>\n<\/div><\/section><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_hr-1deae294de86921cadf9622fb2da0879\">\n#top .hr.hr-invisible.av-av_hr-1deae294de86921cadf9622fb2da0879{\nheight:25px;\n}\n<\/style>\n<div  class='hr av-av_hr-1deae294de86921cadf9622fb2da0879 hr-invisible  avia-builder-el-199  el_after_av_textblock  el_before_av_button_big  avia-builder-el-last '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<div  class='avia-button-wrap avia-button-center  avia-builder-el-200  el_after_av_hr  avia-builder-el-last '>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_button_big-a6ae0750ceb96c333bd97015809cae64\">\n#top #wrap_all .avia-button.av-av_button_big-a6ae0750ceb96c333bd97015809cae64{\ncolor:#ffffff;\ntransition:all 0.4s ease-in-out;\n}\n#top #wrap_all .avia-button.av-av_button_big-a6ae0750ceb96c333bd97015809cae64:hover{\ncolor:#ffffff;\ntransition:all 0.4s ease-in-out;\n}\n<\/style>\n<a href='https:\/\/www.mandat.de\/de\/wp-content\/uploads\/WM_Jahrbuch_Guido_Quelle.pdf' class='avia-color-theme-color avia-button avia-button-fullwidth av-av_button_big-a6ae0750ceb96c333bd97015809cae64 avia-icon_select-no avia-color-theme-color'  target=\"_blank\"  rel=\"noopener noreferrer\" ><span class='avia_iconbox_title' >Read the full article<\/span><span class='avia_button_background avia-button avia-button-fullwidth avia-color-theme-color'><\/span><\/a><\/div><\/p><\/div>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_one_third-c8fc129dc35fd1ae2a1e410224d39ea8\">\n.flex_column.av-av_one_third-c8fc129dc35fd1ae2a1e410224d39ea8{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-av_one_third-c8fc129dc35fd1ae2a1e410224d39ea8 av_one_third  avia-builder-el-201  el_after_av_one_third  el_before_av_layout_row  avia-builder-el-last  flex_column_div av-zero-column-padding  column-top-margin'     ><p>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_heading-9f643d416f344e36d02d6f4d0804e97b\">\n#top .av-special-heading.av-av_heading-9f643d416f344e36d02d6f4d0804e97b{\npadding-bottom:10px;\n}\nbody .av-special-heading.av-av_heading-9f643d416f344e36d02d6f4d0804e97b .av-special-heading-tag .heading-char{\nfont-size:25px;\n}\n.av-special-heading.av-av_heading-9f643d416f344e36d02d6f4d0804e97b .av-subheading{\nfont-size:15px;\n}\n<\/style>\n<div  class='av-special-heading av-av_heading-9f643d416f344e36d02d6f4d0804e97b av-special-heading-h6  avia-builder-el-202  el_before_av_textblock  avia-builder-el-first '><h6 class='av-special-heading-tag'  itemprop=\"headline\"  >Cranking up the Growth Engine<\/h6><div class=\"special-heading-border\"><div class=\"special-heading-inner-border\"><\/div><\/div><\/div><br \/>\n<section  class='av_textblock_section av-av_textblock-2de302bf1aa3cf4c9157dbe6f50ac7eb '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p>For marketing to create the conditions for the most positive branding possible, it has to be firmly embedded in the corporate structures.<\/p>\n<p><em>MARKENARTIKEL, issue 7\/2012, pp. 58-59<br \/>\n<strong>Dr. Guido Quelle, Linda Vollberg<\/strong><\/em><\/p>\n<\/div><\/section><br \/>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_hr-1deae294de86921cadf9622fb2da0879\">\n#top .hr.hr-invisible.av-av_hr-1deae294de86921cadf9622fb2da0879{\nheight:25px;\n}\n<\/style>\n<div  class='hr av-av_hr-1deae294de86921cadf9622fb2da0879 hr-invisible  avia-builder-el-204  el_after_av_textblock  el_before_av_button_big  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