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