Globeone „Purpose Readiness“ Studie – Großteil deutscher Unternehmen nicht „Purpose Ready“
Wie können Unternehmen im globalen Markenwettbewerb bestehen? Der Markenmanagement-Experte Dr. Niklas Schaffm...
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Digital Leadership: Four principles of digital brand building
For many companies in growth markets, social media have replaced television as the most important communicatio...
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Brand Schizophrenia: How to avoid split identities in target markets
The more international brands invest in the target countries of their expansion and are perceived as local pro...
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How to win new customers with experiential marketing strategy
Young growth markets are on the move and the battle for the ’share of voice‘ is fiercly fought. He...
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Divide and conquer: Flooding product categories to market leadership
An increasing number of companies relies on a strategy known as „category flooding“ in the major g...
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Shortcut into high-speed markets : The acquisition and revitalization of local brands
Anyone expanding into new markets when building up an international brand is entering a high-speed environment...
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Why geography matters in brand building: Expansion by regions and city clusters
The major growth markets are more like continents than individual countries. Hundreds of languages, regional t...
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Catching the second wave of brand loyalty: Customer loyalty as a special challenge
The dynamics in major growth markets can hardly be surpassed. Many things change at the same time. Internation...
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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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#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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