Photo: istockphoto.com / Zinkevych
K&A publication in: planning&analysis
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.
K&A publication in: HEALTHCARE MARKETING
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.
K&A publication in: BRAUWELT
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?
Image: istockphoto.com / cerro_photography
K&A publication in: pharma relations
As digitalisation progresses, patients are becoming increasingly active players in the healthcare segment. In the case of OTC, the “patient” is already the person who makes the decisions when it comes to treating.
K&A publication in: new business
Why context thinking promises good solutions, especially in times of crisis.
Photo: istockphoto.com / VLG
K&A publication in: dmz
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.
Photo: istockphoto.com / www.fotogestoeber.de
K&A publication in: SG
Sustainability in confectionery can quickly become a shopworn product.
Composing: Arno Senoner auf Unsplash und baurka/Depositphotos
K&A publication in: Brauwelt
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?
Photo: ArtTim / istockphoto.com
K&A publication in: GETRÄNKEFACHGROSSHANDEL
How brands in the mineral water market gain more fascination through schema breaks and contextual appeal.
Shortcut marketing for family businesses! 12 simple rules on how small and medium-sized businesses can get their marketing strategies on the road to success in times of crisis with a small budget!
Whether doctors’ personas help as a communication strategy and how over-psychologisation can be avoided …
Image:: Youst / istock.com
K&A publication in: marke 41
What we stumble upon sticks as advertising for brands. What theorises additional triggering is bought more quickly.
Image: fleaz / www.istock.com
K&A publication in: planung&analyse
Communicate packs. They simplify our decisions and create additional incentives to buy.
Image: ShootOutLoud / istock.com
Branding is indispensable for long-term brand success. Communication helps when it triggers WOW and generates buying generates occasions to buy.
Photo: andrei_r / i.stock.com
Wanting to stand up to cancer. How oncologists are looking for new therapy options to better face poor prognoses.
Image: JDawnInk / istock.com
Quite a few marketers and creatives from agencies are exultantly blowing the same horn to get consumers in the mood for an additional benefit of an inclusive (brand) world: If you want good, if you trumpet good, then somehow good will happen to you!
Photo: WinzenT / istock.com
Pilsner is still the most drunk beer in 2023. But really popular? Why Pils needs more experience and contextual reframing.
Packaging and label design reinforce branding on the one hand, but on the other hand they offer many options for additional branding.
Foto: Dusan Stankovic / istock.com
K&A publication in: markenartikel
Diversity makes everyday life more complex. Companies therefore need to look carefully at how they integrate the issue of brand management.
Photo: innovatedcaptures / istockphoto.com
In order to achieve behavioural changes in widespread diseases such as diabetes, obesity & co, it takes more than just medication.
Hard candies have clearly lost relevance in consumer behaviour for a long time. Only clear differentiation and effective staging lead back to success.
Inflation, recession, less budget, less consumption. To break out of the mental price spiral as a brand, it helps to address specific benefits in specific everyday contexts.
Image: Oleg Sibiriakov / istockphoto.com
What will replace the light beer trend? What consumers expect from beer in the future. Insights from a study by K&A BrandResearch.
Photo: jenifoto / istock.com
Why milk alternatives are in and why real milk needs new consumption occasions.
K&A publication in: HEALTCARE MARKETING
Behavioral automations and key stimuli help context efficiency in the medical setting. Context communication also works in healthcare settings.
K&A publication in: Pharma Relations
Why longevity displaces death and the status quo bias ensures little provision for death.
Vague reasons for use do not make an exciting product a trend. Why Hard Seltzer doesn’t have it so easy …
Image: iStock.com/RyanJLane
Health care is becoming more female, and communication of illnesses and complaints between men and women often different.
We have too much of many things. No easy task for advertising to penetrate the memory of us consumers.
Image: Composing Ina Kerckhoff
Why marketing should sell first and then worry about Purpose – and not the other way around.
