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21 November 2018, Luxury and Brands
Digital Luxury: How The Digital Transformation Shapes Luxury Brands
Digitalization, changing consumption requirements, and new target groups are revolutionizing the world of luxury goods in disruptive ways. The study is an international caomparison of the effects of digitalization on luxury brands and the perception of luxury.
Klaus-Dieter Koch
Managing Partner
16 November 2018, Luxury brands
Brand management in the luxury industry – what you need to pay attention to
Managing luxury brands follows special rules, and their managers must act cautiously and cautiously. But millennials and digital transformation are now demanding a more aggressive approach, more proximity. How can this balance be achieved? We'll list some basics and provide inspiration.
Dr. Judith Scholz
Partner
Dr. Judith Scholz
Partner
1 October 2018, Markenentwicklung
From average to luxury brand: How uptrading of brands works
Companies who want to upgrade their brand to a premium or luxury brand need more than a new campaign.
Dr. Judith Scholz
Partner
6 August 2018, Art brand
How Andy Warhol became the leading Pop Art brand
Andy Warhol was born 90 years ago. Like no other artist of his time, he managed to turn himself into a strong, unmistakable brand. What can we learn from Andy Warhol?
Sebastian Schäfer
Partner
11 June 2018, Brand Touchpoints
How do I manage touchpoints? Here’s how it works
This is a fundamental article on the topic of touchpoint management: What exactly is a “brand touchpoint”? Why is professional management of touchpoints so important?
BrandTrust
3 May 2018, Brand future
Hey Siri, order some beer! This is why Alexa & friends are the death of weak brands
In two years, half of consumers will no longer be searching the web manually, but with their voices. They will be using voice assistants like Alexa, Siri, and Cortana. The risks this new behavior poses for brands are enormous.
Klaus-Dieter Koch
Managing Partner
23 March 2018, SXSW 2018 Summary
Our visit to the SXSW: Five days between science fiction and pragmatism
We came back from the SXSW with lots of inspiration in our luggage. Topics like the end of the smart phone, artificial intelligence, and the 120-day rhythm at HomeAway will stay on our minds for a long time. We were particularly impressed by the pragmatism of the US startup scene and its motto “Fail fast!”
Klaus-Dieter Koch
Managing Partner
9 March 2018, ITB Berlin
Alexa and friends revolutionize destination marketing
Digital voice assistants like Alexa and Siri are heralding the end of learned destination marketing, because they radically change consumers’ search behavior. The more unique a destination brand is, the better its chances for success.
BrandTrust
23 January 2018, The future of the brand
Artificial intelligence needs the brand as a partner
Companies have to learn as soon as possible how they can combine artificial intelligence with their brands and the knowledge they possess about their customers’ life scarcities. Because data alone is worth nothing, it needs peak performances and empathy.
Jürgen Gietl
Managing Partner
15 January 2018, 15 Years BrandTrust
The new customer closeness: Why it is so unique
Never in the history of economics have individuals and their needs been as clearly the focus of all effort as they are today, in the throes of the digital transformation. What does that mean for companies and their brands? On our 15-year anniversary, we take a look back into the past – in order the better understand the future of brand management.
Klaus-Dieter Koch
Managing Partner
7 January 2018, Brand building
Startups: Success comes not through marketing, but through brand management
A brand helps founders to get off to a running start if they use it from the very beginning as a company management tool – and don’t misunderstand it to be a pretty marketing add-on. Founders who represent a clear attitude and are passionately committed to a vision they want to bring to life are in the best starting position.
BrandTrust
Hattrick: We are also in the FOCUS Top Management Consultants ranking in 2023
For the third time in a row, we have been recognised as a top management consultancy by business magazine FOCUS in 2023. Once again this year, the excellent performance and memorable expertise of our consultants was recognised by both clients and colleagues.
We are delighted with this appreciation and would like to thank our clients and colleagues.