Art Of Branding, The
Bernd Kreutz, born in 1950, is a communications consultant and advisor to top executives in major corporations and institutions. The Dusseldorf expert has received numerous awards for his work, including Corporate Design Awards, Effiesi for efficient advertising, and several dozen honors from the Art Directors Club. A typical example of Kreutz's holistic approach to businesses and brands is his novel idea of associating electrical power with a color, from which the concept for the 'Yello Power' brand was developed, one of the most successful launches in the history of German marketing. Germany's leading news magazine, Der Spiegel, calls him an "advertising genius".