Brand Transformation: Interview with Dr. Niklas Schaffmeister, Managing Partner, Globeone Cologne
How can companies survive in global brand competition? Brand management expert Dr. Niklas Schaffmeister explai...
-
-
World Economic Forum 2019
As top opinion leaders are meeting in the Swiss mountain resort of Davos, also controversial topics come to th...
-
The future of corporate communications
Our report from the Innovation Day in Munich and Kommunikationskongress in Berlin. ...
-
The mobile revolution in emerging markets
Think Mobile: The „great migration“ from traditional PCs to mobile devices has created a completel...
-
Digital Emerging Markets: The Era of Tweets, Likes and Uploads
People in international growth markets usually tweet, like, upload and share information much more intensively...
-
Branded House or House of Brands: The role of the corporate brand in international brand building
Increasing competition, escalating advertising costs and rapidly growing product categories are confronting ma...
-
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...
-
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...
-
Market-driven positioning: Only the best value proposition guarantees success
Insiders have known it all along: When foreign companies succeed in growth markets, half of the success factor...
-
Global, hybrid or local: Four decision factors for the right degree of adaptation to the target market
The successful positioning of a brand is part of the high art of marketing. Based on complex factors, a concep...
