Credit: stockfour / Shutterstock.com Big data, hybrid consumers, digitization, multi-channel: markets have never been as fragmented as in recent years, navigating them never as complex. Move over,
Ottakringer: How a Traditional Viennese Brewery Is Fuelling Austria’s Craft Beer Craze
Apr 7 2021
In the competitive Austrian beer market, the independent Ottakringer brewery has been the number 3 for years, successfully defying the hegemony of international brewing groups. In addition to being
Credit: BalkansCat / Shutterstock.com Sexy and provocative. Comfortable and high-quality. Innovative and modern. In its 105-year history, the Palmers brand has been reinvented several times. Since
Marketing in Magenta: 4 Winning Strategies by Brand of the Year Deutsche Telekom
Dec 11 2020
The Red Dot Award jury’s statement hails Deutsche Telekom for creating a simple, puristic brand that has been consistently reinvented and developed. It manages to remain relevant for all ages, always
Credit: saiko3p / Shutterstock.com Anyone who has ever spent a winter holiday in the mountains has more than likely come across the name Doppelmayr. With a market share of 60%, the former cable car
Sustainable Success: What We Can Learn from dm, Germany’s Top Drugstore Chain
Aug 4 2020
Sustainable Success: What we can learn from Germany's top drugstore chain Here I can be myself, here I like to shop. An extremely successful slogan, inseparably linked to German drugstore chain dm.
Hitting It Home: 4 Winning Principles behind German DIY Retailer Hornbach’s Marketing
Jul 20 2020
Credit: 360b / Shutterstock.com The home improvement market in the German-speaking world is crowded and full of fierce competition. The regular winner of the raging marketing battles is Hornbach.
Credit: AUFORT Jérome / stock.adobe.com Construction workers, cowboys and knights. When the German company Brandstätter launched its first Playmobil figures in 1974, the success was just as modest as
Orthopaedic goes Catwalk: 4 Reasons for the Improbable Breakthrough of Birkenstock
Mar 4 2020
Credit: olgaarkhipenko / stock.adobe.com Since its introduction in 1964, the Birkenstock sandal with its cork footbed and leather straps was considered sensible, but ultimately unfashionable footwear
Credit: yalcinsonat / stock.adobe.com When Spotify was founded in Stockholm in 2006, things looked grim for the music streaming market. Filesharing sites such as Napster had been shut down by court