#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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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...
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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...
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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...
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From brand image to purchase activation: 4 stumbling blocks in brand communication
Again and again, brand managers underestimate the simple fact that brands are first and foremost created in th...
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Personalized Campaigns: How and why they make all the difference
Faced with a rapidly transitioning media landscape and customers who are more selective in what they read and ...
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Brand Building Steps and Marketing in Key Emerging Markets – Part XII
Acquisition and Revitalization of Local Brands Welcome back to our series on the 25 strategies that will suppo...
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Lean Corporate Communications – Adding Value Through the Creative Value Chain
Adding value while minimizing waste. This is the prevailing maxim on lean management. Starting in the 1990s, t...
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How Artificial Intelligence revolutionizes Marketing
Artificial intelligence (AI) is designed to operate self-driving cars. It is developed to steer robo-journalis...
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CEO Positioning: How the Boss can Support Your Brand
When Forbes presented its latest annual list of the world´s 10 most powerful CEOs in December 2016, it was a....
