The Miklis Perspective on Modern Brand Strategy

By Vivaldi Group November 29, 2023 2 minute read

Table of Contents

The past doesn’t dictate the future, but it does provide the context for reinvention. In 1940, the name Miklis was most commonly associated with farm operators. Today, it’s carried by global brand strategists and professional athletes. This evolution isn’t accidental; it reflects the same dynamic shifts that transform industries and redefine brands. Our conversation with Senior Consultant Markus Miklis became a starting point for examining this change. We explored how a name, much like a legacy brand, adapts across generations and geographies. It’s a vivid illustration that relevance isn’t inherited—it’s built through a continuous process of strategic adaptation to a changing world.

Introducing Markus Miklis, a Senior Consultant based in our Munich office. In this Q&A, Markus delves into the factors that sparked his fascination with brand management and offers insights into his perspective on addressing global challenges. Discover more about Markus’s journey and expertise in this interview:

Q: What Drew You From Design to Brand Strategy?

A: I’ve always been curious about the “real sender” behind design and advertising. It didn’t take long until I was finding myself in the universe of brand management: as you cannot decide to be a brand or not to be a brand (it’s rather a choice of pursuing success with your brand or not), this ultimately led me to the field of brand strategy. Since then, I’ve been constantly on the lookout for companies that truly get it right — from strategy to execution, from culture to products and services that consistently create an exceptional customer experience.

Q: Why Vivaldi? What Led You to the Team?

A: While studying marketing and brand management, I became familiar with Erich Joachimsthaler, Ph.D.‘s (and Vivaldi’s) seminal articles like “Building Brands without Mass Media” and influential work on brand architecture and brand identity.

Q: What’s the One Trait Every Brand Strategist Needs?

A: It’s not a skill in the traditional sense but being curious and seeking knowledge —exploring new ideas, trying to understand as much as possible, asking questions etc. that seems to me to be a very precious characteristic in our field (which I believe can be nurtured and developed like a skill).

Q: What’s One Book You’d Recommend on Meaning and Purpose?

A: Recently, I have finished the book “The Psychology of Meaning in Life” by Tatjana Schnell and it presents an extensive perspective on the scientific field of meaning and purpose – besides all the hyped purpose debates in the corporate world, it gives a nice research-based foundation.

Q: What is exciting you about what’s happening at Vivaldi currently?

A: I’m genuinely thrilled about the work on interaction fields because I firmly believe that this collaborative and network approach is an opportunity to serve customers and moreover the (only) key to address numerous critical global challenges we face today.

Exploring the Miklis Name

A name is more than an identifier; it’s a thread connecting stories, professions, and histories across the globe. Inspired by our conversation with Markus, we took a moment to look into the broader narrative of the Miklis name. From the ice rink to the print shop, the name carries a legacy of dedication and evolution, reflecting how a single identity can branch into diverse fields of expertise and achievement. This exploration reveals a fascinating mosaic of individuals and histories, all sharing a common name but each contributing a unique chapter to its story.

Ondrej Miklis: Professional Hockey Player

Player Profile and Background

In the world of professional sports, the name Miklis is carried onto the ice by Ondrej Miklis. Born in Sumperk, Czechia, Ondrej is a defenseman who has competed at a high level in his home country, most recently playing for HC Dynamo Pardubice. His career demonstrates the global nature of talent and the dedication required to excel in a demanding professional environment. For sports enthusiasts and analysts, his full player profile is available on Elite Prospects, offering a detailed look at his journey through the competitive ranks of European hockey.

Career and Recent Performance

Performance in sports is measured with precise data, and Ondrej Miklis’s recent record shows the realities of a professional athlete’s season. In his last five games, he registered no goals or assists, contributing to a plus/minus rating of -1. This kind of granular data is what teams, strategists, and fans use to analyze performance and plan for the future. It’s a reminder that in any competitive field, whether it’s sports or business, consistent measurement and analysis are fundamental to understanding the path forward and making strategic adjustments for success.

Miklis Printing: A Partner in Print

Services and Business Approach

Beyond the sports arena, the Miklis name is synonymous with quality and reliability in the printing industry. Miklis Printing has built its business on a simple but powerful premise: creating high-quality printed materials that are both aesthetically pleasing and effective. Their focus on getting the job done right the first time speaks to a core principle of brand execution. A great strategy is only as good as its implementation, and this company’s commitment to flawless output shows how excellence in the final product builds a strong and trustworthy brand identity from the ground up.

Customer Reputation and Loyalty

The true measure of a brand’s strength is often found in its customer loyalty. Miklis Printing excels here, with clients who are so confident in the service that they “wouldn’t go anywhere else.” Many of their customers have remained with them for over a decade, a testament to the power of consistent, excellent service. This long-term trust isn’t built by accident; it’s the result of a deliberate focus on the customer experience, proving that reliability and a human touch are critical components for creating enduring business relationships and sustained growth.

The Miklis Surname: A Historical Overview

Ancestry and Historical Records

The story of a name also lives in historical data. A search on Ancestry.com reveals 723 records connected to the Miklis surname, painting a picture of family histories through generations. Among these are 345 vital records documenting births, marriages, and deaths. Each data point represents a personal story, and together, they form a larger narrative of migration, family, and community. This collection of historical data shows how individual lives contribute to a collective identity that spans centuries and continents, offering a window into the past.

Occupation and Life Expectancy Trends

Historical records also provide a fascinating look at societal shifts through the lens of a single surname. In 1940, the most common occupation for men named Miklis in the United States was “Farm Operator,” reflecting a largely agrarian economy. Fast forward to today, and the name is associated with diverse professions like consulting and professional hockey. Furthermore, the data shows a dramatic increase in the average life expectancy for individuals with the Miklis surname, rising from 54 years in 1981 to 88 years in 2004. These trends mirror broader economic and public health transformations over the last century.

Frequently Asked Questions

Why does this post focus so much on one person’s last name? We used the Miklis name as a tangible metaphor for a much bigger idea. Just as the name evolved from being associated with farm operators in the 1940s to global brand strategists and professional athletes today, every brand must also evolve. It’s a clear example that a brand’s identity isn’t fixed in time. To stay relevant and create value, it has to be a living asset that strategically adapts to new environments and expectations.

Markus Miklis mentioned “interaction fields.” What does that mean for my business? Think of it as the next step beyond the traditional customer journey. Instead of a linear path where you push products to a customer, an interaction field is a dynamic network where your company, customers, and partners create value together. For your business, this means shifting your focus from simply selling a service to building an ecosystem where you can collaborate to solve bigger, more complex problems and innovate more effectively.

How do the stories of a hockey player and a printing company relate to corporate brand strategy? They illustrate the two critical sides of a successful brand. The hockey player, with his detailed performance stats, represents the need for a data-driven, competitive strategy in a global arena. The printing company, with its decade-long client relationships, shows the immense power of flawless execution and building deep customer trust. A strong corporate brand needs both: a sharp, forward-looking strategy and the operational excellence to deliver on its promises every single time.

My company’s brand feels a bit stuck in the past. What’s the first step toward reinvention? The most important first step is to look outward, not inward. Instead of starting with an internal review of your brand’s history, begin by developing a deep understanding of the world your customers live in right now. Identify the new behaviors, technologies, and cultural shifts that define their lives. True brand relevance comes from aligning what you offer with their current reality, not just refreshing your messaging.

The post suggests relevance is “built, not inherited.” How does that change how we should manage our brand? This idea transforms brand management from a protective function into a proactive, growth-oriented one. Traditional thinking often centers on preserving a brand’s legacy and ensuring strict consistency. While your history provides important context, this modern approach means your primary job is to actively adapt your brand to participate in new markets and customer ecosystems. It’s about continuous creation and strategic evolution, not just careful preservation.

Key Takeaways

Strategy Starts with Why: The most valuable trait for a strategist isn’t a technical skill but a deep-seated curiosity. Understanding the core purpose and identity behind a business is the essential first step to building a brand that resonates.
Relevance is Earned, Not Inherited: A brand’s identity is not a fixed asset; it’s a dynamic story. Just as a name’s meaning evolves across professions and generations, a brand must constantly adapt and perform to maintain its value in a changing world.
Trust is the Product of Performance: A powerful brand strategy is only as good as its execution. Lasting customer loyalty is built on a foundation of consistent, reliable performance that proves your brand’s promise in every single interaction.