How can we ensure that innovations work in everyday life? Florian Klaus and Anja Postler show how we use the creative potential of the target group to generate ideas and apply context-related methods. How innovation thinking creates new solutions.
Category: Fachpublikation
Branding alert for OTC brands? Why awareness is becoming more important
People are increasingly buying their health products independently without advice in drugstores and supermarkets or online. As a result, brand awareness, memorability and association with health issues are becoming more strategically relevant in OTC marketing.
Consumer trends and drinking contexts.
Identifying potential trends with sustainable lasting effect comes very close to the search for the Holy Grail:
How can we say with certainty what consumers will want to drink tomorrow?
Crisis, recession, brand?
Why context thinking promises good solutions, especially in times of crisis.
Successful branding from the chiller cabinet
Consumer trends such as regionality, craftsmanship and sustainability are all the more effective for dairy brands if they are communicated to consumers in a targeted manner and are also recognised by them.
Brands in times of crisis – and still successful?
Breweries were hit hard during the pandemic. Tough times for brewers – but even tougher times for beer brands with declining per capita consumption and overcapacities. So what is to be done? How can this be countered?