Insights
Article
19 January 2026, Toy Industry
The power of play in an uncertain world
In times of crisis fatigue and constant performance pressure, one industry reminds us of something deeply human: the power of play. Often underestimated, the global toy market has become a blueprint for how brands can stay relevant, emotional, and loved by selling imagination, nostalgia, and connection. Discover why play is not a distraction from progress — but one of its strongest drivers.
Article
1 December 2025, Customer Experience
Strong communities: What brands can learn from sports clubs
How do sports clubs do it? How do they attract such enthusiastic fans? I have identified ten distinctive features that brands in other industries could learn from. Energise your communities with fresh ideas and take your community management to the next level!
Luisa Beinrucker
Associate Consultant
Article
20 October 2025, Growth opportunity
How you can use longevity as an opportunity for growth
Longevity is more than just living a long life—it's a cultural shift. How brands can use longevity as a driver of growth and a source of meaning. Stephanie Streb presents a 5-point plan for the star brands of tomorrow.
Article
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2 September 2024, Brand performance
Wake up before the AI knockout! Five hacks for brand management.
I'm a fan of artificial intelligence. That's why I ask myself: when will brands finally wake up? When will they realise what's coming? These are my five AI hacks for brand managers so that they don't experience an AI knockout.
Article
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12 August 2024, Tourism brands
4 Recommendations: What Gen Z Expects from Tourism Brands
A deep engagement with Gen Z is essential for the tourism industry. Their preferences and decisions will shape the future of vacation and travel offerings, as well as the way tourism brands interact with guests. Those who do not understand their brand and product risk falling into unconvincing and ineffective actionism across all channels. In collaboration with the Dutch trend consultancy TrendsActive, we have developed 4 recommendations for a tourism industry with a future.
Article
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5 August 2024, Brand communication
Content in the AI hype: we need precision, humanity - and the brand
Does AI threaten content quality? Not if we use sharp thinking, humanity and the brand as a basis. Convenience and blind faith in technology are dangerous. We have to be strict with ourselves.
Doris Eichmeier
Content Managerin