Insights
Article
28 September 2026, Mainstream
The 7 Laws of the Mainstream: How Brands Become Unassailable.
Everyone knows Coca-Cola, yet the company still spends billions on advertising every year. Why? Because brand awareness does not guarantee market leadership. Seven laws determine whether a mainstream brand becomes unassailable or remains interchangeable. Discover what Coca-Cola, Nike, IKEA and Netflix get right—and what you can learn from them for your own brand.
Article
23 September 2026, Growth
Hidden Growth Levers: Five Leadership Priorities That Determine Growth
Few companies fail because they have the wrong strategy. They fail because they do not execute the right strategy consistently. Five factors determine whether good plans translate into real growth: clear communication of strategy, cultural change, trust, employees’ emotional commitment, and category dominance.
Jürgen Gietl
Managing Partner
Study
White paper for banks
Achieving the rejuvenation of your bank with the double lever
Cooperative banks are under pressure: declining membership numbers, competition from FinTech and increasing regulation. Our white paper shows that with clear positioning and membership as a USP, cooperative banks can grow again and remain fit for the future.
Sebastian Schäfer
Partner
Article
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
Article
Premium
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
Article
Premium
3 March 2026, Brands Uncovered - Part 5
Château Pétrus is one of the most expensive wines in the world—yet its price is the result, not the cause, of its success. With 11.4 hectares, an annual production of around 30,000 bottles, no second wine, no advertising, and no public presence, the brand consistently defies the logic of modern expansion. Pétrus does not sell wine in the traditional sense, but rather has been building its significance over decades—and in doing so has become a cultural superstar brand.
Château Pétrus zählt zu den teuersten Weinen der Welt – doch der Preis ist Ergebnis, nicht Ursache seines Erfolgs. Mit 11,4 Hektar, rund 30.000 Flaschen jährlich, ohne Zweitwein, ohne Werbung und ohne öffentliche Präsenz entzieht sich die Marke konsequent der Logik moderner Expansion. Pétrus verkauft keinen Wein im klassischen Sinne, sondern verteilt über Jahrzehnte hinweg Bedeutung – und wird genau so zur kulturellen Superstar Brand.