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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
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9 March 2026,
Superstar Brands in the Age of Artificial Intelligence
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
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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.
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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.
Tabea Höllger
Partner
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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
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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