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9 December 2019, Sportswear market
Lululemon: ambassadors and clear values made the sports fashion brand a star
Consumers are happy to pay a price premium for leggings from the Lululemon brand. How did the Canadian sportswear brand become a highly sought-after lifestyle brand? Here are the 6 most important reasons.
BrandTrust
BrandTrust
11 November 2019, M&A
Corporate takeovers: Smart brand integration for a successful transaction
Post-merger integrations fail all too often because a brand is not appropriately integrated and used as a change management tool. We name the 5 key factors for successful PMI using the brand.
Benedikt Streb
Partner
21 October 2019, Brand building
Brand and content: a love story
Sometimes we look at a couple and know: Those two were meant for each other. That’s how it is with brand and content: They are a perfect pair. When the two support one another, they can go far. But companies need to support this union. What do they need to do?
Doris Eichmeier
Content Managerin
14 October 2019, M&A
10 tips to keep your corporate transaction from becoming a nightmare
The hard truth is: The brand knowledge many decision makers and consultants bring to the table during corporate transactions is insufficient. The consequences can make the difference between success and failure of a company. 10 tips for using the brand correctly in M&A.
Benedikt Streb
Partner
2 September 2019, Brand development
Courage in brand management: What we can learn from Gucci
From collective indignation to boundless enthusiasm – the brand Gucci is setting new standards in the fashion industry. The competition is awe-struck and wondering: Why is the Italian luxury label so successful?
BrandTrust
29 July 2019, Brand management
5 Rules for more Brand Loyalty in the Digital Age
Disloyal customers, hectic markets – we are living in restless times. Nevertheless, it is possible for brands to build a customer base that remains loyal for the long term. We’ll give you five tips. One of them: keep calm.
Dr. Judith Scholz
Partner
3 June 2019, Brand and responsibility
Millennials and Generation Z – looking for meaning in brands (Part 3)
They go through life with particularly critical and watchful eyes: Millennials and Generation Z. They know the global problems and want to contribute constructively to the solution. This is not only a fertile breeding ground for impact brands, but also a trigger for other brands to critically examine their self-perception.
BrandTrust
27 May 2019, Digital brand management
Brand Humanization: What brands have to do with dating
One day, all companies will be digitalized – nobody will be able to use it as a unique selling point. What’s next? The winners will be those who correctly understood and implemented digitalization from the beginning: as a foundation for the closest possible customer relationship, for “brand humanization”.
Dr. Judith Scholz
Partner
6 May 2019, Event brands
The line-up is not enough: Festivals need a brand and a character
Festivals are immensely popular all over the world, the festival scene is booming. But why are some extremely successful while others fail? We’ll take a look at the business from a brand perspective and infer four success factors.
BrandTrust
29 April 2019, Brand and responsibility
Impact Brands: Will socio-ecological activity become more important than profit (Part 2)
There is a new species of brands emerging: impact brands. They are no longer geared primarily toward profit, their mission is social or ecological responsibility. So they have a new understanding of success, which particularly the younger generations appreciate. We want to introduce this new brand species.
BrandTrust
25 March 2019, Brand and responsibility
Corporate Social Responsibility – nothing but a hygiene factor? (Part 1)
Social marginalization, environmental damage, climate change: these are the issues people are concerned with. We demand action, not just from politicians but from companies and brands as well. Corporate social responsibility becomes a prerequisite for success. What are the key points?
BrandTrust
11 March 2019, Casestudy
How STABILO became a global star brand
STABILO, a global company from Germany’s Franconia region, successfully achieved profitable growth in its fiercely competitive market and managed to clearly set itself apart from the competition: with an optimized brand strategy and strict brand touchpoint management.
BrandTrust
4 February 2019, Hotel Brands
Why every hotel needs a clear brand positioning
How can a hotel be sure to thrill its guests? By optimizing the brand touchpoints that are important to its guests. That can only be done with a clear positioning.
Eva Wandhoff
Senior Talent Manager
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.