Marketing Strategy

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 […]

Credit: Chris Redan / stock.adobe.com Rotkäppchen (the German name of the fairy tale heroine Red Riding Hood) sparkling wine is the ultimate success story of an East German brand that has managed to emerge strengthened after the many ups and downs of 125 years of corporate history. After a low point in 1990, when the

Credit: alexanderuhrin / stock.adobe.com Guerrilla marketing, sports sponsorship, content marketing. For over 30 years, Red Bull has been setting numerous milestones in marketing and branding and has become a blueprint for start-ups eager for marketing success. Why add another to the many articles that are already in circulation about Austria’s most famous brand? Rather than

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 order, and players such as Apple and Pandora used a pay per download or exclusive payment system. Twelve years later, Spotify’s streaming service was

Credit: Shutter B / stock.adobe.com What is it that makes some teams so effective while others struggle with inefficiencies, conflicts and a general lack of success? These are questions many companies and managers are constantly facing. With their large-scale project “Aristotle”, the online search giant Google decided to get behind the secret of successful teams

Credit: Michael Mulkens / stock.adobe.com Founded in 1986, the Washington DC burger chain was voted the most popular fast food restaurant in the US for the second consecutive year in 2018. In doing so, the company and their simple menu buck the trend towards luxury burgers as well as healthy eating. Since 2016, their expansion

Credit: Natalia / stock.adobe.com Marketing for Medium Sized Companies Fountain pens, pens or rollerball pens may be, in the eyes of many, things of the past, for which there is no more room in the world of smartphones, Alexa and speech recognition technology. But by tripling their turnover over the last ten years, long established

Credit: radub85 / stock.adobe.com Ups and downs With the company nearly 70 years old, Adidas is as robust and successful as ever before. While competitors such as Nike and Under Armour struggled with sales losses in the traditionally competitive US sportswear market, Adidas achieved an annual sales increase of 31%, continued to secure market share

Credit: chalermphon / stock.adobe.com Marketing Strategy In 2004, Nick Woodman offered his company’s first action camera for home use. Ten years later, the former niche product GoPro has become a hip accessory for the social media society; the company went public in 2014, with an evaluation of $2.95 B. We take a look at GoPro’s

Credit: magdal3na / stock.adobe.com Marketing Success Pure Gym’s first low cost gym outlets opened in four big UK cities. Their concept just came at the right time to a country affected by the financial crisis: 24/7 access, modern machines, skeleton staff and, instead of a membership, flexible monthly fees. Seven years later, Pure Gym is