Prestige alone is no longer enough to impress younger generations of customers. Daimler and Virgil Abloh show how to reach millennials and Generation Z with “Project SUV”. By Lutz Dietzold. […]
Crises make people question what they are familiar with and put it under scrutiny. What is truly tenable? What can disappear? The coronavirus pandemic has resulted in the term »brand […]
Brand management as a driver of corporate success is something that the vast majority of companies grasp intuitively. But consistent brand experiences are still the exception, and the digitalisation of […]