Corporate takeovers: Smart brand integration for a successful transaction
11.11.2019 - 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.
Von Benedikt Streb
Brand and content: a love story
21.10.2019 - 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?
Von Doris Eichmeier
10 tips to keep your corporate transaction from becoming a nightmare
14.10.2019 - 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.
Von Benedikt Streb
Courage in brand management: What we can learn from Gucci
02.09.2019 - 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?
5 Rules for more Brand Loyalty in the Digital Age
29.07.2019 - 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.
Von Dr. Judith Scholz
Millennials and Generation Z – looking for meaning in brands (Part 3)
03.06.2019 - 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.
Brand Humanization: What brands have to do with dating
27.05.2019 - 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”.
Von Dr. Judith Scholz
The line-up is not enough: Festivals need a brand and a character
06.05.2019 - 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.
Impact Brands: Will socio-ecological activity become more important than profit (Part 2)
29.04.2019 - 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.
Von BrandTrust
Corporate Social Responsibility – nothing but a hygiene factor? (Part 1)
25.03.2019 - 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?
How STABILO became a global star brand
11.03.2019 - 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.
Von Alexandra Hartmann
Why every hotel needs a clear brand positioning
04.02.2019 - 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.
Von Eva Wandhoff
