Credit: Blue Planet Studio / stock.adobe.com The quality of marketing planning often determines the success or failure of a product; sometimes, even, the future of a company. To give your marketing...
Rimowa products are often referred to as “Porsche among suitcases”. And with good reason: their smallest hand luggage sized model now costs about 400 Euro. For an aluminium version, modeled after the...
Credit: stockfour / Shutterstock.com Big data, hybrid consumers, digitization, multi-channel: markets have never been as fragmented as in recent years, navigating them never as complex. Move over,...
Ottakringer: How a Traditional Viennese Brewery Is Fuelling Austria’s Craft Beer Craze
Apr 7 , 2021
In the competitive Austrian beer market, the independent Ottakringer brewery has been the number 3 for years, successfully defying the hegemony of international brewing groups. In addition to being...
Credit: BalkansCat / Shutterstock.com Sexy and provocative. Comfortable and high-quality. Innovative and modern. In its 105-year history, the Palmers brand has been reinvented several times. Since...
Marketing in Magenta: 4 Winning Strategies by Brand of the Year Deutsche Telekom
Dec 11 , 2020
Photo credit: Photos by D / Shutterstock.com The Red Dot Award jury’s statement hails Deutsche Telekom for creating a simple, puristic brand that has been consistently reinvented and developed. It...
Credit: saiko3p / Shutterstock.com Anyone who has ever spent a winter holiday in the mountains has more than likely come across the name Doppelmayr. With a market share of 60%, the former cable car...
Sustainable Success: What We Can Learn from dm, Germany’s Top Drugstore Chain
Aug 4 , 2020
Sustainable Success: What we can learn from Germany's top drugstore chain Here I can be myself, here I like to shop. An extremely successful slogan, inseparably linked to German drugstore chain dm....
Hitting It Home: 4 Winning Principles behind German DIY Retailer Hornbach’s Marketing
Jul 20 , 2020
Credit: 360b / Shutterstock.com The home improvement market in the German-speaking world is crowded and full of fierce competition. The regular winner of the raging marketing battles is Hornbach....