Catching the second wave of brand loyalty: Customer loyalty as a special challenge
The dynamics in major growth markets can hardly be surpassed. Many things change at the same time. Internation...
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Good storytelling marketing wins half the battle for young target groups
Most companies are convinced that their brand has fully exploited its potential. But far from it: the brand ca...
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DIE TRANSFORMATION EINES 80-JÄHRIGEN GESCHÄFTS IN EINE FÜHRENDE, INNOVATIVE MARKE FÜR DIE CHEMIE DER ZUKUNFT
Als Bayer im Oktober 2015 sein Kunststoffgeschäft ausgliederte, entstand ein neuer Chemieriese mit 16.000 Mit...
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EINE ZUKUNFTSORIENTIERTE KOMMUNIKATIONSSTRUKTUR FÜR EINEN FÜHRENDEN FINANZDIENSTLEISTER
Die SIX ist ein internationaler Dienstleister für die Finanzindustrie und betreibt die Finanzinfrastruktur de...
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AUFBAU DER RICHTIGEN MARKENBILDUNGSPLATTFORM EINES WEGWEISENDEN TECHNOLOGIEFÜHRERS
ABB hatte kürzlich einen Prozess zur Neupositionierung der Marke durchlaufen und damit den Grundstein für di...
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#DieselGate – Loss of confidence in Germany, but image recovery in the US and China
The diesel scandal has a considerable impact on German car brands. In Germany, it has led to a significant los...
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Consumers have doubts about Germany’s innovation strength
Germans do not have much confidence in their own country with regard to the industries of the future. Only one...
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Foreign sells: Why the country-of-origin effect is an important brand lever
Colorful advertisements, television ads and tourism: foreign influences in the major growth markets are gettin...
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New study: Image of German Brands 2018
In the past two years, Germany has defended its leading position as the leading country of origin of high-qual...
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Drawing strength from the DNA of the target market: how local myths offer additional impetus for brands
Without a deep understanding of local culture and myths, hardly anything works in the major growth markets, ev...
