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Johannes Berchtold

Johannes Berchtold

Founder of JB Brand Strategy and Senior Executive Advisor at Alixio Group; brand strategist with 20+ years leading premium heritage brands at NZZ and McKinsey.

Jul 14, 2026

The Human Factor: Corporate Integrity Matters

The Human Factor: Corporate Integrity Matters

086 - Integrity Talk with Johannes Berchtold

Jul 14 · 28m

Sonja Stirnimann
Sonja StirnimannHOST
4:24
What did it do with you as a person and leader within that group? And how were the reactions from your clients?
Johannes Berchtold
Johannes BerchtoldGUEST
4:32
So for me, it was a very, very good moment because I was actually glad when it happened.
Johannes Berchtold
Johannes BerchtoldGUEST
4:42
Because if you change a name or a logo and that's it, and say, oh, we did a rebranding, That's not very satisfying.
Johannes Berchtold
Johannes BerchtoldGUEST
4:55
The real question, and that's why I would never advise a client on a rebranding.
Johannes Berchtold
Johannes BerchtoldGUEST
5:02
I think a rebranding is actually the worst thing you can do, in theory.
Johannes Berchtold
Johannes BerchtoldGUEST
5:08
Do a brand refresh.
Johannes Berchtold
Johannes BerchtoldGUEST
5:10
Know where you're coming from and bring that to the future.
Sonja Stirnimann
Sonja StirnimannHOST
8:26
How did it help to maybe also strengthen your own teamwork resistance and resilience with that move.

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