Anyone who has achieved success either got lucky –
or had clear goals and convictions. We certainly have
convictions. Over many years of working with brands,
we had to banish many ideas from our minds that we
had thought to be true.

But we learned a lot of new ideas. The insights of this
process are summarized in our ten convictions, which
give direction to our work.
Would you like to learn more
about our convictions? 

We invite you to read our „Buch
der Überzeugungen“, which
explains each of our maxims
in detail.

» Order the Book

Our ten Convictions

 : 01
: 02
: 03
: 04
: 05
: 06
: 07

: 08
: 09
: 10
 Brands are living systems.
Brands make consistent earnings possible.
Brands adapt by not adapting.
Brands do not follow, they lead.
Understanding is better than imitation.
Only zeros have no edges.
It’s not that brands can be managed, it’s that
they must be managed.
Strong brands have definite limits.
Brands are guided by simple rules and coincidence.
Attractiveness beats awareness.