17.01.2022, Press Release.

»Brand makes it possible« – a book about brand management in transformation processes

Mergers, spin-offs, a new market orientation or reputation problems - companies today have to manage a wide variety of transformation processes. In their book, Truffle Bay Managing Partners Christopher Wünsche and Sebastian May use practical examples to illustrate how important and useful the corporate brand can be in facilitating successful transformation.

Under the title "Brand makes it possible," Christopher Wünsche and Sebastian May discuss the current areas of tension in companies between continuity and the need for change in a total of 14 chapters. In this context, the two managing partners of the Munich brand consultancy and design agency Truffle Bay outline what corporate branding is in contrast to product branding and what it can do as an instrument for the CEO in transformation processes. Key questions include what branding options CEOs have when a company merges with another or a part of a company is to be sold or listed on the stock exchange. Or how to successfully reflect the essence of a corporate strategy in a corporate brand in such a way that employees, customers and stakeholders understand it as a long-term orientation.

"Brand management in transformation processes requires expertise in three disciplines at once - in branding, in change management and in internal and external corporate communications," summarizes Christopher Wünsche. »Condensation, explanation and communication are required in order to provide orientation in times of change, generate momentum and thus use the brand as a compass and catalyst for change.« With this in mind, in the detailed practical section of the book the authors use concrete examples such as Bilfinger, Vonovia, Ledvance and Audi to show how targeted branding can significantly and positively support various transformation scenarios or even make these changes possible in the first place. Managers from the company side such as Bilfinger CEO Christina Johansson, Audi brand boss Henrik Wenders, Klaus Markus, Head of Communications at Europe's leading real estate group Vonovia, Dr. Jochen Keysberg, CEO of Apleona, and Sabine Schmittwilken, who was responsible for implementing the transformation at innogy, also have their say.

Guide for brand-driven transformation - by practitioners for practitioners

With the book, Wünsche and May provide an insight into various transformation projects that Truffle Bay has been able to realize together with its customers in recent years. But the authors also examine very successful third-party projects, such as Merck or Audi, first-hand with interview partners. The goal: to use concrete examples to show what corporate brands have been able to achieve in the respective context. "For us, the brand is a facilitator of transformation and with the book we want to raise awareness of precisely this," explains Sebastian May. "Because we still have the impression that many companies and company managers have not yet fully recognized the value of their own brand and have not used it accordingly. In times of permanent and serious change, it is about positioning in the market as well as identification with employees." In this sense, the book is aimed at everyone interested in brands, but above all at decision-makers who have to realign a company. "With this book, we look at brands in transformation processes - and we do so quite deliberately from the perspective of the people at the top," says Christopher Wünsche, for whom the practical relevance of "Brand makes it possible" is particularly important. "The book is worth reading above all because it is not a theoretical work, but a book by practitioners for practitioners."

The book was published by Wiley and is available in all stationary and digital bookstores. The authors welcome feedback.

Buch – Marke macht’s möglich

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© 2024 Truffle Bay, All Rights Reserved.