Markus Kramer is a brand management professional ^[1] and honorary visiting professor in Strategic Brand Management at Cass Business School. ^[2] He is also the author of " The Guiding Purpose Strategy: a Navigational Code for Brand Growth" and coinventor and editor of the Responsible Investment Brand Index (RIBI). ^{[3] [4]}

Education and career

Kramer holds degrees from the Berkeley University of California and the University of Oxford. ^[5]

Kramer started his career in architecture before pivoting into brand and marketing. His career includes executive roles at Harley-Davidson ^[6] motor company and Aston Martin Lagonda. ^{[7] [8]} Since 2013 Kramer is managing director of Swiss and London based Brand Affairs. ^{[9] [10]}

Publications

Kramer has published a book on how Purpose acts as a catalyst for growth. The book is in its second edition and presents in popular science format research on the transformational power of purpose with a focus on brand management, organizational and economic growth. ^[11]

Kramer is co-inventor and editor of the annual Responsible Investment Brand Index (RIBI) ^[12] assessing the asset management industry on its ability to convey commitment to responsible investing through branding principles. ^[13] The index is in its third edition. ^[14]

Bibliography

• The Guiding Purpose Strategy. Clink Street Publishing. October 2020. ISBN  978-1-912262-38-0.

References