Reichelt, Roman; Nguyen, Minh Dang; Trachsel, Stephanie; … - In: Marketing Review St.Gallen 40 (2023) 5, pp. 20-27
The Credit Suisse 2022 brand refresh took a data-driven approach, combining classic inside-out analysis with customer and brand research and adding layers of implicit and predictive testing using the latest technologies. The new brand positioning and design drove KPIs and generated a positive...