In an interview with Automobil Revue, Managing Partner Markus Kramer explains why China's carmakers have largely closed the technical gap, yet the real test still lies ahead. He highlights that visibility through platforms such as the Tour de Suisse or Goodwood can create closeness, but a familiar name is not yet a desirable brand. What will prove decisive is clarity in positioning, trust earned after the purchase, and the ability to turn technological strength into cultural relevance. In the long run it is not those who launch the most models fastest who win, but those who build credible, lasting brands.

The first Swiss External Asset Managers Identity Index (SEAMIx), developed by Jean-François Hirschel (H-Ideas) and Managing Partner Markus Kramer (Brand Affairs), examines what 220 of the largest independent Swiss asset managers actually stand for. It measures not financial metrics but identity and activation. The central finding: the sector is highly visible yet barely distinguishable. Activation averages 2.61 against just 1.57 for identity, and a quarter of firms articulate no purpose, values or positioning at all. Visibility alone does not create a profile.

In 2026 Route 66 turns one hundred, the same year the United States marks its 250th anniversary. What began as a leftover number in America's road network became the most famous road in the world: 3,940 kilometres across eight states, immortalised by Steinbeck as the Mother Road and by Easy Rider as the image of a lone rider before an endless sky. Managing Partner Markus Kramer highlights that the road owes its myth precisely to the fact that no one needs it any more, and that it now offers the rarest thing a road can give: a reason to slow down.

In an interview with Luxury People Magazine, Managing Partner and brand expert Markus Kramer explains what sets truly strong brands apart: clarity, conviction and the courage to deliberately exclude. He argues that luxury brands must demonstrate purpose rather than declare it, and cautions against abandoning heritage in the chase for modernity. For the decade ahead he points to clarity, consistency and courage as the decisive capabilities. In a world of abundance, it is meaning, not availability, that creates real desirability.

Entrusting wealth to a financial institution should not rest on returns alone, but also on whether the firm knows what it stands for. Drawing on recent cases in Swiss banking and findings from the Swiss Private Banking Identity Index (SPBIx) and Responsible Investment Brand Index (RIBI), the piece shows that only a minority of private banks articulate their purpose clearly and anchor it consistently. Brand Affairs Managing Partner and SPBIx co-author Markus Kramer underlines that capital is to banks what identity is to brands: a buffer against the storm.

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.