Sharpening a brand in generational change

HBM case study “How important is packaging?”: For a natural cosmetics manufacturer, the next generation is pushing for power and wants to make the brand more modern. Should the owner of the family business agree – or does she scare off her existing customers?
 
This fictionalized case study on the power of the brand in a new generation of a family-owned company is supplemented by three expert assessments – it answers: Mr. Michael Linder, Dr. Matthias Hüsgen and Prof. Dr. Mark K. Binz to the question:”Should Christa Wohlinger agree to the brand sharpening – or does it risk too much?
 
The article release is only available in German.
 
Die Münchner Markenberatung Blackeight über die Wichtigkeit von Produktverpackungen im Harvard Business Manager.
 

Die Markenberatung Blackeight über die Wichtigkeit von Produktverpackungen im Harvard Business Manager.

Concentr8 – Issue 2: In a blaze of glory

The new issue of Concentr8
 
Brand partnerships are offering a wide range of opportunities from redefining to sharpening and strengthening the brand. This trend has been especially noticeable among luxury brands in recent years. Luxury brands are quite sensitive entities and their success is highly dependent on their symbolic value. Therefore, maximum precision is necessary when planning and executing a collaboration between two luxury brands. Like this, serious consequences such as dilution of the brand’s core or other damages to the image can be avoided.
 
Please find more on that topic in the new issue of Blackeight’s publication Concentr8.
(only available in German)
 
Markenpartnerschaften bieten eine Vielzahl an Möglichkeiten, Marken neu aufzuladen, zu schärfen und nachhaltig zu stärken – ein Trend, der vor allem bei Luxusmarken in den vergangenen Jahren in unterschiedlicher Ausprägung zu sehen ist.
 
Markenpartnerschaften bieten eine Vielzahl an Möglichkeiten, Marken neu aufzuladen, zu schärfen und nachhaltig zu stärken.
 

Markenpartnerschaften bieten eine Vielzahl an Möglichkeiten, Marken neu aufzuladen, zu schärfen und nachhaltig zu stärken. Mehr erfahren sie dazu in der zweiten Ausgabe unserer Concentr8.

Brand Driven Change – the brand leads the way

There’s been a great deal written – and a lot of talk, about brand and change management. The two Change specialists, Sabine Grözinger of Arbach Consulting and Dr. Matthias Hüsgen of Blackeight, explore Change topics in an interview with ManagementRadio.

 

The article is only available in German. To read the complete article please change the language in the main menu.


The ultimate in luxury = the ultimate in success

For brand management of luxury brands to be successful one needs to have a sure instinct and great experience in managing marketing and sales.

 

The article is only available in German. To read the complete article please change the language in the main menu.

LuxusHoch2_ErfolgHoch2_wp

 

 


Concentr8 – Issue 1: Brand Driven Change

Change is all-around and always present.

In order for change to have the desired effect, precise planning, realistic project development and most of all, clear objectives are needed. When companies want – or are forced – to change, the change ought to be brought about in a focused and centralised way following a single guiding principle: the brand.

We’d like to introduce you to our extensive experience of brand driven change with this first edition of Concentr8.

(only available in German)


Luxury: Brand strengthening through partnerships

Partnerships between luxury brands create many new advantages, such as transferring an image or entering new markets. But beware: any cooperation must be well thought out!

The article is only available in German. To read the complete article please change the language in the main menu.

Luxus: Marken mit Partnerschaften stärken


Cooperation is key

»What customers seek from consultation has changed dramatically in recent years. In order to address and meet these demands, various specialists are coming together to form new expert groups« says Dr. Matthias Hüsgen.

 

The article is only available in German. To read the complete article please change the language in the main menu.