Together with his colleague Prof. Dr. Dirk-Mario Boltz, Prof. Baumgarth has published a new brand tool book as part of the essential series. The book covers a Google Sprint-based methodology for developing a meaningful brand positioning in three hours. The approach is based on a design research approach, and the book presents the tool using the example of the start-up SecondRide. The tool is suitable for companies, especially SMEs and start-ups, but also for teaching purposes. The book is available in all digital and physical bookshops, can be ordered on the SpringerGabler platform, and is available via Springer Nature Link.