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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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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.
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27 February 2026, Brand management
Gold isn't enough: The branding strategy behind the 2026 Winter Olympics
Using three examples, this article illustrates how historical values are being reinterpreted, which narratives resonate today, and the strategic opportunity that lies in using the Olympics not only as a sponsorship platform but also as a sounding board for contemporary brand management.
Luisa Beinrucker
Associate Consultant
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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