Clarity, Brand and Transformation.
Clarity is the starting point of every effective brand. Many companies do not have a competence problem. They have a …
Publications
Brand is not a marketing tool. It is a leadership tool.
When managing directors talk about their brand, the conversation often revolves around the logo, the website or the next trade …
Positioning and Differentiation.
If you want to stand out, you need the courage to be different. Positioning begins when companies stop defining themselves …
Why Good Companies Fall Short of Their Potential.
Why Good Companies Fall Short of Their Potential Many mid-sized companies have outstanding products, committed employees and decades of accumulated …
Making Strategy Actionable.
Strategy only becomes effective when it becomes tangible. A brand is not created through logos or campaigns. It emerges when …
The Most Important Strategic Question Is One Few Companies Ask.
Most companies focus on the same questions: - How do we win new customers? - How do we increase revenue? …
Why Corporate Values Almost Never Change Behaviour.
Almost every company has them. Values such as trust, respect, responsibility or innovation. They appear on websites, hang in entrance …
How Companies Reinvent Themselves Without Losing Their Identity.
How Companies Reinvent Themselves Without Losing Their Identity Almost every company eventually asks itself the same question: How can we …
DOPPSTADT & UNICORN – Client Testimonials.
A brand only creates impact when it is not merely defined, but understood, embraced and brought to life throughout the organisation. ...
Visiting DOPPSTADT at IFAT 2026
Many companies invest in a new brand identity. They modernise their visual appearance, redesign their website and develop a new claim. But none of this creates real transformation on its own. ...