The Swiss Private Banking Identity Index (SPBIx), published yesterday in its second edition, was developed by Jean-François Hirschel, founder of the Geneva-based strategy consultancy H-Ideas, and Markus Kramer, Managing Partner at branding consultancy Brand Affairs. The index shifts the focus from purely financial metrics to brand identity and market activation, offering a qualitative perspective on the Swiss private banking sector.

The Swiss Private Banking Identity Index (SPBIx) highlights that Swiss private banks increasingly need to compete on clearly defined and activated brand identity rather than reputation alone. The index was developed by Jean-François Hirschel, founder of strategy consultancy H-Ideas, and Markus Kramer, Managing Partner at branding consultancy Brand Affairs.

In an interview with SRF3, Managing Partner Markus Kramer analyses the symbolic impact of a viral image showing Venezuelan leader Nicolás Maduro wearing Nike sneakers. Using this example, he explains why even authoritarian contexts rarely harm strong global brands – and how iconic images can unintentionally reinforce brand values such as performance, robustness and presence.

In an interview with SRF3, Managing Partner Markus Kramer explains what truly defines rebranding and renaming. He outlines why a name change can be strategically necessary but only succeeds when the transformation is lived consistently within the organisation. Real impact emerges when change is embraced both internally and externally.

In an interview with Weltwoche, Managing Partner and brand expert Markus Kramer highlights why trust has become the decisive currency in finance and brand leadership. Credibility is not created through promises, but through consistent behaviour, especially in critical moments. What matters is who speaks and how values are lived.

Thought leadership goes far beyond visibility and reach. The article shows why relevance, substance and clear positioning are essential for brands seeking to shape markets and provide orientation. Only those who prioritise depth over volume can become a credible voice in their industry.

In private banking, discretion alone is no longer sufficient; a clear profile is required. In Weltwoche, Markus Kramer explains why real differentiation begins with identity, culture and leadership rather than claims or visibility. Stability is created where values are lived consistently inside and outside the organisation.

Dirtea has been repositioned with a stronger focus on functional benefits. Marketing expert Reto Zangerl from Brand Affairs explains why this strategic shift makes sense and highlights parallels with international brands such as Poppi. The article illustrates how the brand is redefining its place in a competitive beverage market.

Jaguar is undertaking more than a traditional rebranding and is fundamentally redefining its brand. In his column, Markus Kramer explains why such a radical step only makes sense when a genuine restart is required and strategic clarity is present. The article also highlights the sensitive balance between modernisation and heritage.

In einem dynamischen Marktumfeld wird klare Positionierung zur zentralen Voraussetzung für nachhaltige Markenführung. Der Artikel zeigt, warum messerscharfer Fokus und konsequentes Handeln wichtiger sind als Reichweite oder Lautstärke. Reto Zangerl ordnet ein, wie Marken durch Klarheit, Haltung und kleine, konsequente Schritte langfristig Wirkung entfalten