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Article

24 July 2023, Internal Branding

How to implement your sustainability strategy in-house - 5 tips

If you want to make your company sustainable, you must never forget your employees. One thing is clear: without them, you won't succeed. We will show you the things you need to pay attention to.

Article

12 December 2022, Brand attractiveness

Pros and Cons: Does Your Brand Really Need a New Name?

When does it make sense to do a rebranding, and when should you stay away from it and consider a repositioning instead? We give you 8 good reasons that justify a new brand name – and 8 reasons against it.


Article

4 October 2022, Brand attractiveness

Pricing: The Brand Improves Your Margins and Price Realization

There are lots of reasons why a company may need to change its prices – perhaps due to inflation, changes in the supply chain or a different production method. If it uses its brand to do it, the chances of success improve. We’ll show you how it’s done.

Article

19 May 2022, Tourism brands

Why Tourism Needs More Employer Branding

The current pervasive staff shortages are an enormous burden on the tourism industry. However, for operations with a distinctive employer brand that attracts suitable personnel, the odds are not at all bad. How do you develop such an employer brand? A brief introduction.

Article

6 September 2021, Digital Brand Management

Artificial intelligence: Why should my brand care?

Algorithms are a key factor of success in brand management these days. In the digital world, artificial intelligence decides which brands are noticed and which are overlooked. What can you do?


Article

26 July 2021, Brand development

10 prejudices about brand strategies – and how to debunk them.

As brand consultants, we continuously run into massive prejudices when it comes to the meaning of the brand. High time to debunk the most common ones. We respond to the ten most frequent misunderstandings—for all those who care about brands as much as we do.

Article

24 June 2021, Job market

After the pandemic: Guiding principles for successful employer branding

Soon we’ll have overcome the corona crisis. This is the perfect time to refresh and re-align employer brands – with everything the crisis taught us and all the new ideas it sparked. One particularly important part falls to GenZ, because it will soon be more important for companies than many of us realize.

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.

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.

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”.

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