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30 January 2026, 2026
7 Growth dynamics for 2026: Will you become invisible or indispensable?
How will you navigate your way through 2026? We have thoroughly analysed the dynamics for this year. The result is a navigation system for all those who see brands not as an end in themselves or decoration, but as the most effective tool for corporate management and the strongest lever for growth.
Colin
Fernando
Partner
29 January 2026, FMCG Trends
FMCG Outlook 2026: Grow the Core
The FMCG industry enters 2026 under rising pressure from assortment optimisation, delisting risks, and the accelerating strength of private labels. Growth will no longer come from expanding portfolios, but from sharpening brand meaning, strengthening the core, mastering digital shelf visibility, and creating relevance through new consumer life contexts. Discover the four strategic trends shaping FMCG success in 2026.
Tabea Höllger
Partner
19 January 2026, Toy Industry
The power of play in an uncertain world
In times of crisis fatigue and constant performance pressure, one industry reminds us of something deeply human: the power of play. Often underestimated, the global toy market has become a blueprint for how brands can stay relevant, emotional, and loved by selling imagination, nostalgia, and connection. Discover why play is not a distraction from progress — but one of its strongest drivers.
Tabea Höllger
Partner
Meera Radhoe
Junior Trend Consultant
1 December 2025, Customer Experience
Strong communities: What brands can learn from sports clubs
How do sports clubs do it? How do they attract such enthusiastic fans? I have identified ten distinctive features that brands in other industries could learn from. Energise your communities with fresh ideas and take your community management to the next level!
Luisa Beinrucker
Associate Consultant
20 October 2025, Growth opportunity
How you can use longevity as an opportunity for growth
Longevity is more than just living a long life—it's a cultural shift. How brands can use longevity as a driver of growth and a source of meaning. Stephanie Streb presents a 5-point plan for the star brands of tomorrow.
Stephanie
Streb
Partner
6 October 2025, Brands Uncovered - Part 3
Hermès Uncovered: The Anatomy of an Immortal Luxury Brand
Hermès defies the luxury crisis and grows by an impressive 15 percent in 2024—thanks to brand management that elevates time, craftsmanship, and exclusivity to perfection. From a sixth-generation family business to controlled scarcity of iconic bags, Hermès defines luxury beyond trends and quarterly figures. Discover why Hermès doesn't just sell products, but a timeless vision of freedom and immortality.
Dr. Judith Scholz
Partner
1 October 2025, brand appeal
What makes the fitness brand Hyrox so successful?
Hyrox is one of the most sought-after brands among fitness enthusiasts worldwide. The Hamburg-based company has achieved this through impressive performance, clear boundaries, and a deep understanding of community. We show what other brands can learn from Hyrox.
Valentin Godo
Senior Associate Consultant
8 September 2025, Brands Uncovered - Part 2
MUTTI Uncovered: How the tomato can became a superstar
Canned tomatoes—interchangeable, cheap, mundane? Not at all! The family-owned company Mutti shows how even a supposed commodity can be turned into a desirable brand.
Tabea Höllger
Partner
25 August 2025, Brand future
Connecting the Dots: 10 fundamental developments reshaping society and the economy
Everyone can see it: our lives, our work, and our interactions with one another are changing—too much is happening right now, both politically and technologically. What lies ahead? I present 10 dynamics that the economy and society must adapt to. Attention, this is going to be deep.
Colin
Fernando
Partner
19 May 2025, Employer Branding
Urgently seeking skilled workers? This is what makes your company attractive and appealing
Why are some employers considered particularly attractive? Is it pure coincidence? Not at all: there is always a strategy behind it—one that is carefully developed and continuously maintained. We answer 5 frequently asked questions on this topic.
Nicole Pöhner
Senior Consultant
12 May 2025, Brands Uncovered - Part 1
ROLEX Uncovered: These are the patterns of success behind the superstar brand
Due to its ownership structure, Rolex is one of the most secretive brands in the world. In this white paper, we reveal some of the secrets behind its overwhelming success to this day.
Klaus-Dieter Koch
Managing Partner
2 September 2024, Brand performance
Wake up before the AI knockout! Five hacks for brand management.
I'm a fan of artificial intelligence. That's why I ask myself: when will brands finally wake up? When will they realise what's coming? These are my five AI hacks for brand managers so that they don't experience an AI knockout.
BrandTrust
12 August 2024, Tourism brands
4 Recommendations: What Gen Z Expects from Tourism Brands
A deep engagement with Gen Z is essential for the tourism industry. Their preferences and decisions will shape the future of vacation and travel offerings, as well as the way tourism brands interact with guests. Those who do not understand their brand and product risk falling into unconvincing and ineffective actionism across all channels. In collaboration with the Dutch trend consultancy TrendsActive, we have developed 4 recommendations for a tourism industry with a future.
Colin
Fernando
Partner
BrandTrust
Kees Elands
Founder and CEO of TrendsActive
5 August 2024, Brand communication
Content in the AI hype: we need precision, humanity - and the brand
Does AI threaten content quality? Not if we use sharp thinking, humanity and the brand as a basis. Convenience and blind faith in technology are dangerous. We have to be strict with ourselves.
Doris Eichmeier
Content Managerin
23 July 2024, Outdoor industry
Rise & fall: is the outdoor industry in need of a redefinition?
The outdoor industry is currently facing completely new challenges. Supply and demand are completely out of balance. According to a recent survey, global spending on sports equipment has fallen by 40%. The purchasing boom of the coronavirus years has led to a certain degree of market saturation. We show 3 ways out of the crisis.
Jürgen Gietl
Managing Partner
Thomas Weiss
Executive
Consultant
27 May 2024, Brand extension
No game without a goal: Playmobil lacks vision
The point of sale (PoS) is one of the most contested and difficult touchpoints for brands. How do companies manage to excel there? Supported by current neuro-research, we now know: It only works with a lot of patience. Or, to put it another way: consistency is more important at the PoS than volume.
BrandTrust
18 April 2024, Interview
Colin Fernando: "Brand positioning needs more attention than before"
The British royal family is probably the most famous family business in the world - and one of the best-known brands. What can other family businesses learn from them? What should they bear in mind when it comes to brand management in order to be successful? That's what this article is about.
Eva
Stockhausen
Senior Marketing Manager
26 February 2024, Retail brands
Please don't be so pushy! At the PoS, consistency works better than volume
Der Point of Sale (PoS) ist einer der meistumkämpften und schwierigsten Touchpoints für Marken. Wie gelingt es Unternehmen, dort zu brillieren? Unterstützt durch aktuelle Neuroforschung wissen wir jetzt: Das gelingt nur mit viel Geduld. Oder, anders ausgedrückt: Konsistenz ist am PoS wichtiger als Lautstärke.
BrandTrust
12 February 2024, Brand management
Family business: The entrepreneurial family must be part of brand management
The British royal family is probably the most famous family business in the world - and one of the best-known brands. What can other family businesses learn from them? What should they bear in mind when it comes to brand management in order to be successful? That's what this article is about.
Bastian Schneider
Executive Consultant
20 November 2023, Pricing
Pricing: How to enforce your prices
In pricing, it is not just the functional facts that count, but also feelings. For this reason: when emotions are involved, people perceive an offer as exceptional and are willing to pay more. Successful pricing therefore requires the systematic use of emotions. We show how this works.
Sebastian Schäfer
Partner
Klaus-Dieter Koch
Managing Partner
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Best of Consulting 2025 – 1st place for BrandTrust
We are among the best consulting firms in Germany: We have been honored by WirtschaftsWoche with the "Best of Consulting Mittelstand 2025" award – taking first place in the Marketing category. We were particularly convincing in the areas of client satisfaction and effectiveness of results.
We are delighted to receive this award and would like to thank our clients and partners for their trust, as well as our fantastic team.