29 April 2019, Brand and responsibility
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.
25 March 2019, Brand and responsibility
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?
11 March 2019, Casestudy
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.
4 February 2019, Hotel Brands
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.
21 November 2018, Luxury and 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.
Effects of digitalization on luxury brands and the perception of luxury – an international comparison
Digitalization, changing consumption requirements, and new target groups are revolutionizing the world of luxury goods in disruptive ways.
1 October 2018, Markenentwicklung
Companies who want to upgrade their brand to a premium or luxury brand need more than a new campaign.
The Financial Brands Study with current developments from Switzerland
Do banks and insurers have a future in the digital world? The fact that the financial sector is facing turbulent times has become increasingly evident for some time: New competitors come and go. Small and agile FinTechs, but also large digital giants like Amazon or Google are entering the market.
11 June 2018, Brand Touchpoints
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?
3 May 2018, Brand future
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.
23 March 2018, SXSW 2018 Summary
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!”
9 March 2018, ITB Berlin
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.
23 January 2018, The future of the brand
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.
15 January 2018, 15 Years BrandTrust
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.
7 January 2018, Brand building
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.
27 November 2017, Consumer goods
More and more communities are renaming their Christmas markets to “winter markets” and increasing their duration. This can be very dangerous for brands, because it destroys the ritual, a crucial element of their brand core.
6 November 2017, Brand Management
The term “brand management” is part of the standard vocabulary of industry and economics. But is it always used correctly? Let’s take a closer look: What is brand management, what does it do, and what mistakes are commonly made?
6 October 2017, Blockchain
What will be the role of brands in business in the future, when blockchain technology has become established? Are they old relics, or rather the basis this new development needs to function?
BrandTrust Resilience Index Automotive brands
How badly did the emissions scandal damage automotive brands? How fit are they for the future? We researched those questions in a representative resilience study and compared the results with data we gathered in 2015.
6 June 2017, Brand Touchpoints
Even purely online businesses should use the power of offline brand touchpoints, because it sets them apart from the competition and attracts customers. We will illustrate what they need to know by the example of the online mattress market.