Since its introduction in 1964, the Birkenstock sandal with its cork footbed and leather straps was considered sensible, but ultimately unfashionable footwear only donned by square family fathers, hospital personnel and anti-consumption hippies. When, in 2012, the tide turned, a hype erupted around the chunky shoe with its comfortable footbed. Since then, Birkenstock is found in all walks of life, in trendy city districts as well as on international catwalks. The latest highlight of a 245-year company history – but what are the foundations of Birkenstock’s recent success?
As a platform for digital asset management and content management, CELUM enables the centralized creation, management, distribution and monetization of content. The CELUM Marketplace also allows customers to add specific functions to their system to integrate seamlessly with third-party solutions. With MARMIND® Connect, a connector for MARMIND® is now available in the Marketplace for the first time. Upgrade your Digital Asset and Content Management with comprehensive Enterprise Marketing Management (EMM) that seamlessly integrates CELUM media assets into a central marketing plan. And that’s just for starters …
An interview with German Marketing Association President and co-author of the Marketing Tech Monitor study 2019
While the concept of digital transformation is now familiar to decision-makers, most companies are still hesitant or desperate when it comes to facing the challenge. A sobering conclusion drawn by Ralf Strauss, co-author of the Marketing Tech Monitor study 2019. In our interview, however, he also reveals which paths lead through the labyrinth of applications, agencies, data silos and walled garden solutions – step by step.
Big data, hybrid consumers, digitization, multi channel: markets have never been as fragmented as in recent years, navigating them never as complex. Move over, reach and market share. Especially when it comes to customer communication, the much-talked about “Lot Size One” is a challenge that is becoming increasingly real. Rather than yearning for the good old times of mass marketing, a new approach is needed – with an integrated and automated process that feeds, organizes and monitors a centralized plan drawing from a variety of systems and sources. What could such a process look like? And what support can MARMIND® Marketing Resource Management (MRM) provide? More in our article.
Rotkäppchen (the German name of the fairy tale heroine Red Riding Hood) sparkling wine is the ultimate success story of an East German brand that has managed to emerge strengthened after the many ups and downs of 125 years of corporate history. After a low point in 1990, when the fall of the Berlin Wall also brought the traditional GDR brand to the brink of collapse almost overnight, Rotkäppchen bubbled up again within a few years to become the most popular East German champagne brand. Today, they are the leading company in whole Germany. How did the Freyburg company do it? (more…)
More than Just Marketing: The 5 Pillars of Red Bull’s Success
Guerrilla marketing, sports sponsorship, content marketing. For over 30 years, Red Bull has been setting numerous milestones in marketing and branding and has become a blueprint for start-ups eager for marketing success. Why add another to the many articles that are already in circulation about Austria’s most famous brand? Rather than reproducing the usual details of the marketing genius that has made Red Bull one of the world’s most recognizable brands, we wanted to take a look at universal principles that give wings not only to the energy drink maker, but also to any startup that wants to rise to the top.
Ten years after its foundation, Californian start-up Beyond Meat drew a lot of attention in May by staging the most successful IPO in 2019. After the first quarterly figures exceeded the expectations of the analysts, despite losses, the manufacturer of vegan meat products’ shares shot up to three to four times their initial value. While the company has yet to prove that it can survive this unprecedented hype, Beyond Meat is the pioneer of a whole industry and disruptive in the best sense. What makes Beyond Meat so successful? And what principles does the company share with other successful start-ups?
A concept made popular in the mid-90s, Emotional Intelligence (EI) describes the ability to properly perceive, understand and influence one’s own and other’s feelings. It is now rated as a decisive personal success factor, with a bigger influence than purely cognitive and academic capabilities. The role of EI in successful collaboration between executives and their teams is deemed increasingly important. But how can employee emotional intelligence be determined, if possible even during application process? In addition to elaborate, empirically recognized tests, here are strategies to elicit meaningful information on the social skills of your (future) team members during interviews …
Part 2 of our reading list from marketing to business management. Because the annual number of business books and guides is huge, we present you books on the topics of marketing, service and corporate management, which were read by our team and found to be really worthwhile. Have fun discovering more old and new classics of business literature!
From marketing to business management, the annual number of business books and guides is huge. But which are really worth reading? To help you navigate the sea of business books, we will feature books on the subjects of marketing, service, innovation and management, all of them read and deemed recommendable by our Marmind team. Have fun discovering old and new classics of business literature.