Brand is not jekami

Rolf Gruber has coached numerous small, medium and large companies in his career. His "100 + 1 Tips for a Powerful Identity" are drawn from practice and written for practice. The case studies are fascinating, such as the essay "chess player versus chess piece". Tips 11 and 12: "become a spokesperson through insider knowledge and for an industry." But not with the conventional PR monologue "we, we, we," culminating in the one and always the same message "we are the best."

Rolf Gruber recommends publishing bulletins with market knowledge and studies that show what is moving and what will move tomorrow. This means: A brand must first work for all stakeholders, only then for the brand owner. 

Success formula brand management in space

Rolf Gruber does not come from theory, but from experience. It is one of his trademarks that he is one of the very few specialists who also understands the role of the spatial dimension and what it does for branding.

The topics of worlds of experience and live entertainment are explained more competently in "Brand Power" than anywhere else, because the author is at home in these disciplines. Brand Power is the report of a creative with over thirty years of experience as a coach in brand management.

Like scales from the eyes

Rolf Gruber dismantles the myths about brands with sovereignly analyzed case studies of Harley Davidson, Polaroid, Coca Cola and numerous other examples until nothing remains of them. Rising like a phoenix from the ashes is a critical guide to how companies can be more successful than the competition by strengthening their brand. And the scales fall from one's eyes as to why the brand is not a democratic system in which everyone can participate with their own opinion: "At Lego, the 'everyone-plays-with-strategy' (note: on brand technology) was high on the agenda for years. A strong hand stopped this nonsense." 

Compact knowledge precise and straightforward

"Brand Power for Companies" is as straightforward, precise, and direct as a Roger Federer serve. Or better: like the book's author. Rolf Gruber is a brand specialist with heart and soul. His understanding of brands is not based on the beautiful being of advertising, although he was a successful advertiser for a long time, but on the integration of classic and new techniques. He dedicates his book "to all managers who take it to heart to know more about brands."