The Journal
Where brand strategy meets international reality.
A vendor-neutral interview format on brand governance, post-merger positioning and international expansion. Conversations with brand leaders at internationally active companies, PE operating partners and advisors with genuine market distance – no software pitches, no agency pitches.
Two questions run through every episode: where did brand become an afterthought – and what did that cost? And where did “what works at home” fail abroad – and what made the difference? New episodes roughly every two weeks, with shorter observations in between.
Episode 05 · Localization
India is not one market. On hyper-localization for value-seeking buyers, how to earn trust, and how a strong brand protects the company.
Episode 04 · Brand Governance
Most CEOs can recite their EBITDA instantly, but not what their brand stands for. On brand as a governance issue, the case for a Chief Reputation Officer, and why AI is now the first audience.
Episode 03 · Lead Generation
In conversation with Angela Exner, Digital Nuts Limited, and Friedhelm Best, BEST-inter APAC
A capable local team, stretched thin, copies the playbook from home. On brand building without existing awareness, younger digital audiences, and why leads die in the handoff to sales.
Episode 02 · Distribution
In conversation with Jorge Martin Martinez, Bull Management Consulting
A German manufacturer enters Vietnam with an excellent product. Six months later, nothing moved – the product isn't bad, it's invisible. On what distributors really deliver, and what manufacturers can never hand over.
Episode 00 · Introduction
A personal introduction by Corinna Seidel
Controlling plans the merger. Brand cleans up after it. On brand governance that never existed – and the quiet assumption that what works at home works everywhere.