Marketing Strategy

For 20 years, we have been digitalizing marketing processes in large and medium-sized companies. And in that time, we have noticed that the reasons why marketing teams are not as efficient as they’d like to be are almost always the same. One classic example is spreadsheet overload. We compiled a list of the seven most […]

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 the undisputed market leader around Vienna, Ottakringer has grown from a down-to-earth brewery to an innovative event brand and a “creative beer hub” over recent years,

Credit: Elnur / stock.adobe.com Okay, okay. Not many marketers would have sketched out their new marketing plan on a piece of parchment when the crisis hit. But you need to do far more than store marketing plans on SharePoint to become a trailblazer in digitalization. Real digital transformation means going far beyond simply introducing a

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 “Restenkönig“ (literally translating as Surplus King) was founded in Innsbruck in 1915, only the crown in the striking green logo has remained the same. Innovative marketing and a good

Photo credit: Photos by D / Shutterstock.com 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 ready to meet the zeitgeist while remaining true to itself. The “Brand of the Year 2019” award

Credit: photon_photo / stock.adobe.com Many marketers have been working from home for a few weeks now. And while remote work definitely has its advantages, it also comes with a whole set of issues, especially if you are trying to navigate a crisis. We highlight how using campaign planning software can help marketers get through these

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 construction pioneers not only lead the industry in numbers, but the Doppelmayr/Garaventa Group is also considered a spearhead of innovation within

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. 45 years after its foundation, the company has a network of 3,500 stores in 13 countries with almost 60,000 employees. And despite stiff

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. While its competition focuses largely on efficiency and prices, Hornbach relies on the appeal of a brand with a distinctive profile and quirky commercials. Its success

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 only donned by square family fathers, hospital personnel and anti-consumption hippies. When, in 2012, the tide turned, a hype erupted around the chunky shoe with its comfortable footbed. Since