The author

Bernd Kreutz (*1950) is a
communication consultant and
advisor to top executives in major
corporations and institutions.
The Düsseldorf-based expert has
received numerous awards for his
work, including Corporate Design
Awards, “Effies” for efficient
advertising,and several dozen
honors from the Art Directors Club.

A typical example of his 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 marketing in
Germany. Germany’s leading news
magazine Der Spiegel called him an
“advertising genius.”