The right market positioning is the foundation of every successful business. It defines how a brand positions itself in the eyes of its target audience, thereby setting it apart from its competitors. A well-thought-out positioning strategy is not just a marketing tool, but a strategic decision that influences every aspect of the business—from product development […]
A strong manufacturer brand is the foundation for the success of product brands in the digital age. Whether in consumer goods, technology, or B2B solutions, companies that strategically build and nurture their manufacturer brand generate higher customer loyalty, price tolerance, and market share in the long term. In this article, we explore what defines a […]
Brand architecture defines how a company positions its brands in relation to one another, what role each brand plays, and how resources are allocated across the brand portfolios. Any company that serves multiple products, target audiences, or markets needs a clear structural framework—otherwise, cannibalization, wasted budgets, and brand dilution will result. Brand architecture is not […]
In a fraction of a second, a brand name determines whether a company is perceived as trustworthy, innovative, or interchangeable. Together with a compelling tagline, it forms the foundation of all brand communication—even before a logo is designed, an advertising budget is planned, or a channel is launched. What Naming and Claiming Really Achieve Naming […]
The Cookies brand has become one of the most recognizable cannabis brands in the world in recent years. Under the leadership of Berner, the founder and CEO of Cookies, the brand has not only revolutionized the cannabis industry, but also created a unique concept that combines music, culture and community. The origin of cookies Cookies […]
4.9 / 5.0
average of the last 12 months. Survey after consultation – online, by telephone or on site.