Learning how to manage brands does not happen over night. Our initial occupation with trade marketing provided us with valuable first hand insights about the constitution and perception of brands. As a result, McKinivan Moos became a pioneer for experience-oriented brand communication in Switzerland.

The name McKinivan Moos originated as a tribute to the grandmothers of the two founders, Lucille McKinivan and Franziska Moos: A homage to two extraordinary women who made a living as entrepreneurs and traders on both sides of the Atlantic. 

On the other side of the Atlantic, in the United States, was also were McKinivan Moos got started. Following the footsteps of their grandmothers, the company was initially occupied in trade marketing. Today, the experiences and insights gained back then help us in our everyday work to find solutions for our customers that are workable and in line with the market.

During our time in trade marketing we realized that it is becoming more and more difficult to position a brand effectively only through the product or service. The image of a brand and the lifestyle it embodies became an increasingly vital sales argument. Out of this experience resulted our idea of brand communication in the form of experience landscapes.

With this idea in mind our journey went over the Atlantic back to Switzerland. From there on, experience marketing became the cornerstone of the work of McKinivan Moos. Since 1995, far from the world of trades, we are focusing entirely on understanding markets and products and on developing and implementing the appropriate experience and communication strategies.