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Article

14 June 2021, Fashion brands

Fashion shop for bargain goods: Why is Shein so attractive?

The Chinese online shop Shein is taking the world by storm, and seems to be particularly popular among young people. What is it doing better than the rest? To find the answer, I shopped there.

Article

7 April 2021, Health brands

Lyma: How a mundane capsule becomes a lifestyle product

Many manufacturers of dietary supplements don’t know how to get consumers fired up. They linger in structures of yesteryear and overwhelm their customers with pointless portfolios. Lyma shows us that there is another way. A brief analysis of what may be the most expensive supplement brand in the world.


Article

25 January 2021, Brand strategy

Growth in times of crisis: with “brand-centric growth hacking”

More success with smaller budgets—nearly every marketing manager these days is faced with this seemingly impossible task, as budgets were cut painfully during the corona crisis. “Brand-centric growth hacking” could be part of a solution for achieving more with less during uncertain times.

Study

Sustainability from a new perspective

Impact Brand Study

Impacts Brands like Patagonia prove it: Those who know how to combine morals and profit can be successful in oversaturated markets.

Article

11 May 2020, Brand management

Building brand trust – How it’s done

Why is brand trust so important? Because customers stop thinking when they trust a brand. They buy it again and again, blindly so to speak, because they are sure: It will not disappoint them. This behavior is what makes brand trust so valuable: It is really pre-sold revenue. It leads to profitable growth – and reduces risks.


Article

27 April 2020, Sociocultural Trends

Trend report - The Search for Meaning

How brands can contribute to people's search for meaning, especially now in corona-times.

Study

TrendsActive

TRENDREPORT 2020: The search for meaning

How brands can contribute to people's search for meaning. This trend report helps brands to respond to people's need for a meaningful life.

Article

13 January 2020, Company management

Digitalization: From overload to sustainable growth

Unmotivated employees with a blockade mentality – a nightmare for every company that wants to change. What can you do to prevent it from happening during the digital transformation? Management has to build trust, develop a vision, make people look forward to the future. An essay about social change, human fears, and why brands provide security.


Article

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.

Article

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?

Article

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.


Article

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?

Article

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.

Article

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.


Article

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”.

Article

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.

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.

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