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1 April 2026, Brand Analysis
Apple Turns 50: Four Strategic Questions That Will Shape the Next 50 Years
Apple is celebrating its 50th anniversary—as the world’s most valuable brand. But it is precisely at the peak of its success that it is worth taking a critical look ahead: How long can a brand defy market forces? What happens when luxury becomes the norm? Is incremental innovation still enough? And can Apple keep up in the age of AI? Four uncomfortable questions that Apple—and every ambitious brand—should be asking itself right now.
Colin
Fernando
Partner
9 March 2026,
Why Rolex doesn't just make watches—it also defines the future of luxury
Not every strong brand is a star—and not every star brand remains one. A select few brands maintain an exceptional position over decades by not fighting change, but mastering it. We call these brands “superstar brands.” Rolex is one of the most striking examples. This article explains why Rolex’s brand logic in particular offers the ideal conditions for leveraging artificial intelligence as a tool for control, quality, and long-term desirability.
Klaus-Dieter Koch
Managing Partner
8 February 2026, Customer Experience
How brands become part of our world, rather than just existing within it
Using the examples of Lululemon, Red Bull, and Aimé Leon Dore and their specific success strategies, this article illustrates how brands can become deeply embedded in the daily lives of their target audiences through shared spaces and lifestyle integration. Learn from concrete examples and actionable recommendations how to integrate your brand into your target audience’s daily lives and thereby increase its relevance.
Martina Handra
Associate Consultant
Valentin Godo
Senior Associate Consultant
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
22 January 2026, Financial Trends 2026
Differentiation Is Key. On Growth, Margins—and Risk Resilience.
The financial sector is facing a year of dramatic upheaval and opportunity. We’re already seeing this in our industry studies and client projects, and the trend is only intensifying: those who make the most of the coming years will emerge as winners.
Sebastian Schäfer
Partner
21 January 2026, Exhibition industry
Back to Our Strengths: 5 Areas of Focus for Trade Shows to Stay Future-Ready
In 2026, the trade show industry will be under pressure: budgets are being scrutinized more closely, expectations are rising, and the risk of becoming interchangeable looms large. This white paper explains why the trade show business model is changing and identifies the five key areas that will determine whether a trade show is viewed as a cost center—or as indispensable. A concise guide for trade show organizers who want to clearly differentiate their event and ensure its long-term success.
Colin
Fernando
Partner
Shalina
Schroeter
Executive Consultant
Valentin Godo
Senior Associate Consultant
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
25 February 2025, Economic power
Employer branding is a powerful growth driver—not just AI and digitalization
What increases efficiency and productivity in times of crisis? Currently, many companies are relying on the power of AI and digitalization. However, we believe that this is not enough. Equally important is the energy of employees, which can be unleashed through employer branding.
Valentin Godo
Senior Associate Consultant
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
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Best of Consulting 2025 – 1st place for BrandTrust
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