Managing Director at FINSTRAL S.P.A. & FINSTRAL AG

"The desired brand, i.e., the company's reputation, must be noticeable at as many touchpoints as possible."

How important is branding to the management of your company?
Right after the basic strategic orientation, the brand profile translates the attitude of all those involved.

How does the brand help you manage your company and make decisions? Strategic areas of activity and
operational tasks are based on the strategic brand profile.

In your opinion, what are some mistakes in brand management that should be avoided?
The desired brand, i.e., the company's reputation, must be noticeable at as many touchpoints as possible. Designing individual touchpoints is not enough and can even be detrimental to the reputation.

What advice would you give other companies regarding brand management?
First work on brand-compliant content (attractiveness) and then on form (design of the point of contact), not the other way around.

Which company do you admire for its brand management?
Red Bull.

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