Entries by Florian Haller

Successful internationalization of brands – It’s all about the right start!

Despite the protectionist demeanor in Washington D.C., German companies have realized record investments abroad in 2017, according to the German Chambers of Commerce and Industry (DIHK). The degree to which a company is prepared to adapt to local market requirements decides which path for the market entry is chosen. Following, we briefly present the four most important strategies.

My mega trend is “Changelocity”

By this I mean the connection of change and velocity and thus the enormous and rapidly increasing speed of change, which has covered practically all our areas of life. Whether we are looking at politics in Germany and the world, our working environment, the media or marketing, everywhere we are exposed to an increasing – […]

Brexit will force Europe to redefine its role

I must admit that I am biased. To me, the concept of a united Europe is the most beautiful vision to have been developed after World War II. The EU is the means of making this vision a reality where we can enjoy free trade, borderless mobility, pan-European education programmes and standards such as Erasmus […]

Five marketing trends for the year 2017

Digitalisation has revolutionised the world of media and communication. Will there soon be a period of rest from it all? No, it’s going to continue racing on just like it has, since digitalisation – as a driving force – has brought about several exciting developments. These five trends will keep us on our toes in […]

Why many brands need to get to know their customers again

Honestly, would you believe any entrepreneur who boasted: “We know our customers better than ever, because of digitization! We have a huge database full of customer data which reveals their wishes. We fulfill these wishes immediately and make our customers happy – and they reward us for it with their purchasing power and strong loyalty”. […]

What brands should consider: 10 rules for content marketing

“Communication without content marketing has no future” Buzzword or not – the need for content is greater than ever. In these times of the Internet as a platform, the power is shifting to the consumer. It used to be the other way around. Today, I can simply click everything away or use Adblocker. The consequence: […]

Europe ensures the success of our brands

I will get straight to the point; I’m a big fan of the EU. It annoys me when economists complain about bureaucratic pettiness and sluggishness in Brussels and Strasbourg. Of course, there are many things to improve and one might well wonder about regulations such as 1677/88 / EEC, which dictates the degree of curvature […]

Our biggest challenge is the customer

Be honest – would you believe an entrepreneur who boasted to you: “We know our customers better than ever, thanks to digitalization and the Internet! You have given us a customer data paradise, which reveals customer demands which we can promptly meet. We make our customers happy – and they reward us with their purchasing […]