Insights by Roland Bernhard:

Give the CMO More Authority [PDF]
By Roland Bernhard

In this interview published in M&K, the leading Swiss marketing communications journal, Roland Bernhard addresses some of the most challenging topics marketers face today. Roland talks about customer experience, innovation and marketing accountability and explains how commanding these topics help marketers gain a competitive advantage, even in difficult times. (Marketing & Kommunikation, October 2009)

Back to the Future [PDF]
By Roland Bernhard and Tobias Ammann

This article suggests a way forward for the Swiss financial market center and its international banks. It argues that while loosening the secrecy law will take away one USP and cause uncertainty among clients, it will be beneficial in the mid term. The opportunity lies in a key pillar of Swiss banking: integrity. By aligning business practices and behaviour to the desired brand identities, the Swiss banking brands are likely to recover and regain strength by delivering a relevant promise in a credible way. *Please note this article is in German. (Persönlich, May 2009)

Get (and keep) Great People [PDF]
By Roland Bernhard

This article examines the Employee Value Proposition as a potential strategy for attracting and retaining the best people in tough times. (Customer Strategy, November 2008)

Tools for Profit [PDF]
By Michael Dunn and Roland Bernhard

This article outlines how CMOs can make better marketing spend decisions and evaluate the success or failure of their decisions. They argue that marketing effectiveness can be improved by following six key levers. *Please note, this article is in German. (Absatzwirtschaft, November 2008)

“Customer Experience” – Managing an integrated brand [PDF]
By Andrea Hilber and Roland Bernhard

CMOs can no longer invest in traditional marketing channels.  They must focus their marketing dollars on customer touchpoints that create the greatest opportunity to generate sustainable brand value.  *Please note, this article is in German. (Marketing & Kommunikation, July/August 2008)