Brand management is an important tool when it comes to segment markets and to leverage positive perceptions (of a specific brand). But sometimes brand management can confuse customers and your company will receive very negative feedbacks. To illustrate this statement I have a brief example from the car industry.

General Motors (GM) operates the brand Chevrolet […]

This is a toaster with a design made by Porsche. It’s sort of weird, but this device was object of a question during the Porsche’s Annual General Meeting, the world famous German sports car maker. A couple of days ago the Annual General Meeting of Porsche took place. It was a good example that understanding […]

That is an unusual headline, isn’t it? To be honest, the fundamental sentence was “pimp up my car” and all those measures that take place, when people bring their old, rusty cars to a particular TV show. However, this post has a strong link to the car industry; too…therefore I choose this headline.
Environmental issues have […]

I had an Auris experience yesterday which made me revisit my old post about the Auris advertising campaign in Germany in February. My little experience is definitely not representative for what is going on on Germany’s roads, since I haven’t been using my car very much over the last couple of months. However, yesterday’s strike […]

As one can notice in terms of missing new posts, we have been on vacation for the last weeks. During out stay in Canada, we “had the opportunity” (of course!) to enjoy commercials. One was really worth to keep in mind.
It’s a commercial from Subaru for the car Impreza WRX 2008. Four German engineers drive […]

The breaking news today is that DaimlerChrysler is going to sell about 80 % of Chrysler to private equity fund Cerberus. The price of 5.5 bn Euros is far less than what former Daimler Benz AG invested for its ‘merger among equals’ with Chrysler years ago. My first reaction to this news was some sort […]

Only yesterday I wrote about my doubts what strategic reasons Porsche might have for their VW takeover bid. Today German news service Czerwensky intern provided an interesting explanation:
There are rumours that Cerberus Capital Management, a billion Dollar hedge fund, considers to take over VW.
Well this actually would be a good reason for Porsche and even […]

OK, Porsche’s announcement to increase its share in VW is not really new any more. However, I have spent the last few days thinking about the strategic rationale behind that (among other things, of course). And still, I did not make up my mind. I am not sure if this is a smart or dumb […]

I would like to confirm Dagmar’s post. This is not an advertising campaign; it is more a real flood….
On Friday I had a business meeting in the Frankfurt Airport Center (FAC), which is next to Frankfurt International Airport. Before I forget this…this Airport does a great job in terms of customer service and security issues: […]

As announced, Toyotas huge advertising campaign for its new Auris model was launched in Germany. What I can say by now just from my daily commute to work – it is almost impossible not to notice this campaign. It is virtually everywhere. My best guess is that about every third or fourth billboard shows some […]