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 […]

The race of the two presidential candidates of the Democrats in the US, Mr. Obama and Ms. Clinton, is becoming more and more dramatic. It receives extensive media coverage and surely has many interesting aspects. It even fits into our blog on strategy, since both candidates’ campaigns follow their particular strategies. Unfortunately, the further this […]

Since many, many years an amazing number of articles, books and studies discuss CRM systems and their importance or effects on corporate success. Furthermore companies did spent large amounts of capital for implementation, training and very often for consulting when introducing CRM systems. But sometimes the best CRM system is a very good value for […]

One of the basics to be successful in competition is to give the customer what he or she wants. Since this aspect is a basic it is very likely that your competitor will do the same. So what’s next? The answer is a little bit more complex and needs to stress factors like learning, training […]

I am back from my recent business trip to Istanbul. There is a saying in German which translated has the meaning of traveling would be equal to education. In this particular case I had to learn that companies still have a confusing understanding how to manage their customers. We have to keep in mind that […]

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 am quite happy. Since yesterday Germany is back. Back in the club of technology driven countries, where technological options and brands are the main drivers for progress.
What’s on? Yesterday the sale of the world famous iPhone did start in Germany. One of the leading German newspapers, the FAZ (Frankfurter Allgemeine Zeitung) addicted nearly an […]

How can brand presentations employ a web 2.0 approach? I have found a very interesting approach called FLOADED.
FLOADED is a new platform for professionally made short movies that have been sponsored by commercial partners. One can find this platform under www.floaded.com.
FLOADED stands for Loaded Film entertainment and consists of short movies; brands and specific products […]

well, before I start I have to explain that the term “second” here is equivalent to “another”. To be more specific, it is the bank’s second major strategic move to enter the lower retail banking market. One of German leading financial institutions, the Deutsche Bank, has started its associated company “Norisbank” to enter the German market […]