As 2025 begins, industry decision-makers share their expectations for the year ahead. Lucas Mörgelin, Associate Partner at Brand Affairs, outlines the trends likely to shape the market and explains why cautious optimism is warranted. The article provides an assessment of the economic outlook and its implications for communication

Amid increasing strategy convergence, margin pressure and rising complexity, asset managers are differentiating themselves more and more through identity rather than products, according to the Responsible Investment Brand Index 2026. Leading firms stand out through clarity, consistency and credible positioning. Brand Affairs Managing Partner Markus Kramer highlights the strategic importance of a clearly defined purpose in building long-term trust.

The Responsible Investment Brand Index 2026 highlights shifts among leading asset managers: UBS Asset Management has lost its Avant-Gardist status, while peers gain ground through clearer positioning and more consistent execution. The study underlines the growing importance of credibility and differentiation in responsible investing. Brand Affairs Managing Partner and RIBI co-author Markus Kramer emphasises the key role of clarity and consistency in building a strong position.

The Responsible Investment Brand Index 2026 once again ranks DPAM as the global leader in responsible investment. The firm stands out through the consistent integration of ESG criteria and a clear long-term strategy. The findings show that credible and consistent positioning is key to sustained success. Brand Affairs Managing Partner and RIBI co-author Markus Kramer highlights that identity is increasingly becoming a key differentiator.

EMCH Elevators was awarded the KMU SWISS Award 2026 at the KMU SWISS Symposium in Baden. The long-established company impressed with its innovative strength, sustainable entrepreneurship, and social responsibility. The award recognises Swiss SMEs that set benchmarks through strong values and long-term thinking. Managing Partner Markus Kramer served as jury president and presented the award.

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.