Another iconic American brand, another successful rebranding. When my creative partner Jim Riddle and I started working with Thermador, the brand accounted for a significant loss for its holding company, Bosch. Our strategy was simple: Thermador makes the most enormous, badass, and powerful appliances you can own. Their Star Burner is at the heart of this, which cranks out more BTUs than any other burner. The results? Thermador went from Bosch's biggest loser to a brand responsible for 70% of its US profits. Oh, and this was during the 2007 financial crisis. Yep.