Brand Sparring Partner

Success is the result of a sound idea and a strong brand.
A strong brand does not have to be convincing it has to lead the way.

Blackeight is the counterpart for strategic and operational brand management. The brand is the conceptual anchor for all decisions – it is an overarching management tool. By combining strategy consulting with implementation expertise, we – as brand sparring partner – will make the management of your brand more effective.

WHY Mercedes-Benz defined its purpose twice

Mercedes-Benz is one of the most valuable brands in the world. On December 8th 2017, Dieter Zetsche published the new purpose (or WHY) of Mercedes-Benz on LinkedIn. Usually, a newly defined purpose is something lasting very long, etched in steel. Not half a year later, on May 11th, 2018, he posted another article about the purpose of Mercedes-Benz. So what has changed between purpose 1.0 and purpose 2.0?

Blackeight Analysis of Mercedes-Benz brand purpose
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