Markus Kramer

Markus Kramer
Alma materUniversity of Oxford
University of California, Berkeley
OccupationsAuthor, professor at Cass Business School
Websitehttps://www.markuskramer.net

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 University of California, Berkeley 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.[11] 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.[12]

Kramer is co-inventor and editor of the annual Responsible Investment Brand Index (RIBI)[13] assessing the asset management industry on its ability to convey commitment to responsible investing through branding principles.[14] The index is in its third edition.[15]

Bibliography

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

References

  1. ↑ "Rapper's delight: hip-hop and horology's enduring bond". www.ft.com. The Financial Times.
  2. ↑ "Luxury brands 'afraid' of digital and social". Marketing Week (magazine). 28 May 2013.
  3. ↑ "ESG: plus de 200 gérants d'actifs européens sous la loupe". Allnews.ch (in French). 20 November 2018.
  4. ↑ "Revealed: the top 10 fund houses 'truly committed' to ESG in 2019". Citywireselector.com.
  5. ↑ "Markus Kramer | Cass MBA London Symposium". Cass Business School - City University London.
  6. ↑ "1400 Maschinen verkauft «Wir legen grossen Wert auf Kundenbindung"". www.fuw.ch (in German). Finanz und Wirtschaft.
  7. ↑ ""Eine solche Chance gibts nur einmal"". Tages-Anzeiger (in German).
  8. ↑ Bacon, Jonathan (19 June 2013). "Making its marque". Marketing Week.
  9. ↑ Gibbons, Brett (7 November 2013). "Marketing director Markus Kramer leaves Aston Martin for partner role at Brand Affairs consultancy". Business Live.
  10. ↑ "New Senior Role for Aston Martin Global Marketing Director / Markus Kramer joins Brand Affairs as Partner". Presseportal.ch (in German).
  11. ↑ "All Books". www.koganpage.com. Retrieved 2026-05-04.
  12. ↑ "Driving Profit and Doing Good: The Transformational Power of Purpose". Journal of Brand Strategy. 9 (3): 231–239. Winter 2020–21.
  13. ↑ "H&K Responsible Investment Brand Index". Hirschel & Kramer. Responsible Investment Brand Index (RIBI).
  14. ↑ Rust, Susanna. "Swiss consultancies rank managers on sustainable investing 'brands'". IPE.
  15. ↑ "ESG: plus de 200 gérants d'actifs européens sous la loupe". Allnews.ch (in French). 20 November 2018.
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