Articles by Bernhard Schaar:

Brand Strategy: The Key to Confronting a Crisis [PDF]
By Bernhard Schaar and Francisco Pinedo

CMOs are responsible for managing the assets, resources, and tools that are needed to confront a crisis. That’s why they have to play a more active role in their organizations, trying to generate alternative solutions (instead of just following/obeying them). This article explains a 5-step process to develop an effective brand strategy. *Please note, this article is in Spanish. (Marketing y Ventas, January 2009)

Rule-Breaking Brands [PDF]
By Bernhard Schaar and Joseph Gelman

This op-ed article highlights how certain brands have been able to ignore the current trend in advertising towards politically correct messages. Prophet's Joseph Gelman and Bernhard Schaar use examples such as Burger King and Direct Line insurance to illustrate their argument.
(El Economista, September 2007)

The Value of the ABN Amro Brand [PDF]
By Bernhard Schaar and Joseph Gelman

Joseph Gelman and Bernhard Schaar reflect on the utility of rebranding processes at a global level, using the case of ABN Amro to illustrate their argument. *Please note, this article is in Spanish. (Expansión, July 2007)