Digital Luxury: How The Digital Transformation Shapes Luxury Brands
21.11.2018 - 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.
Von Klaus-Dieter Koch
From average to luxury brand: How uptrading of brands works
01.10.2018 - Companies who want to upgrade their brand to a premium or luxury brand need more than a new campaign.
Von Dr. Judith Scholz
How Andy Warhol became the leading Pop Art brand
06.08.2018 - Andy Warhol was born 90 years ago. Like no other artist of his time, he managed to turn himself into a strong, unmistakable brand. What can we learn from Andy Warhol?
Von Sebastian Schäfer
How do I manage touchpoints? Here’s how it works
11.06.2018 - 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?
Hey Siri, order some beer! This is why Alexa & friends are the death of weak brands
03.05.2018 - 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.
Von Klaus-Dieter Koch
Our visit to the SXSW: Five days between science fiction and pragmatism
23.03.2018 - 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!”
Von Klaus-Dieter Koch
Alexa and friends revolutionize destination marketing
09.03.2018 - 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.
Von BrandTrust
Artificial intelligence needs the brand as a partner
23.01.2018 - 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.
Von Jürgen Gietl
The new customer closeness: Why it is so unique
15.01.2018 - 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.
Von Klaus-Dieter Koch
Startups: Success comes not through marketing, but through brand management
07.01.2018 - 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.
