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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.

Benedikt Streb

Partner

 
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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.

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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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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.

Paul Waldherr, Consultant bei BrandTrust

Paul Waldherr

Associate Consultant

 
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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.

Paul Waldherr, Consultant bei BrandTrust

Paul Waldherr

Associate Consultant

 
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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.