Walter Brecht

Walter Brecht is Managing Partner of Spirit for Brands, a Cologne-based consultancy specializing in brand positioning, brand strategy and brand management. Spirit for Brands is the representative of TheBrandTicker in Germany, a BigData brand management tool.

Tech or touch? Touch and tech!

Walter Brecht Julia Thull

TO BE DISCUSSED

The new Thermomix is on the market and is selling like hotcakes again: over 300,000 pre-orders for the new model, record sales of EUR 1.7 billion at […]

Posture comes from holding

TO BE DISCUSSED

Another discussion about whether brands should take a stance on social and political issues? Yes, unfortunately. Since the new US administration has been trolling the LGBTQ+ movement, […]

How political should brands be?

TO BE DISCUSSED

Dear reader, We maintain that the central task of brands is a purely economic one - ensuring sales and earnings for the brand owner. Of course, this […]

M for courage.

TO BE DISCUSSED

We have often talked here about the importance of entrepreneurial courage for brand development and management. However, to make it clear once again: we need courage for […]

Brands are made. Or: in the beginning there was courage.

TO BE DISCUSSED

Please don't misunderstand: we are delighted that Telekom, a German brand, has been rated as the most valuable European brand. Even if we briefly ignore the fact […]