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Article

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.

Article

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?


Article

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.

Article

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.

Article

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.


Article

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.

Article

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?

Article

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.


Article

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!”

Article

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.

Article

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.


Article

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.

Article

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.

Article

27 November 2017, Consumer goods

Rituals – the underestimated brand capital of Christmas markets

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.


Article

6 November 2017, Brand Management

What is 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?

Article

6 October 2017, Blockchain

Blockchain & Bitcoins: What does the brave new world mean for brands?

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?

Article

6 June 2017, Brand Touchpoints

Digital enterprises: Why they cannot do without real brand experiences

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.


Article

15 May 2017, Brand Touchpoint Management

Why Brand Touchpoint Management is the better kind of Customer Experience Management

“Customer Experience Management” is one of the main topics for marketing decision makers worldwide. Those who place their brand center stage will have the advantage – it makes the brand incomparable.

Article

20 March 2017, Brand Touchpoints

Customer Experience: The central success factor in the digital transformation

What does it take to build and maintain a customer journey? And why is it more important than ever for a positive customer experience? Eight tips to make sure your brand touchpoints will thrill.

Article

14 March 2017,

The brand as a business management imperative – What it contributes to the success of the enterprise

Of course: company leaders aim for shareholder value. But why do they exclude the brand from this value creation process? To help them recognize what they are missing, we have translated the power of the brand into the language of finance management.

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