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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„America First“ puts German brands under pressure
In the past two years, Germany has defended its leading position as the leading country of origin of high-qual...
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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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„Made in Germany“,defends its leading position
In the past two years, Germany has defended its position as the leading country of origin of high-quality bran...
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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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New study: Swiss Power – Image of Swiss Brands 2018
The strength of the “Swiss Made” brand is waning. This is the key message deduced from a survey conducted ...
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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...
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Culture drives consumption: Why cultural values are important in brand building
The rapid changes of our time lead to conflicts between cultural traditions and new ways of life. Career advan...
