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Branded House vs. House of Brands: Why brand strategists and residential architects are asking themselves similar questions

“Branded House” or “House of Brands” — this strategic decision has far-reaching consequences for companies. With the “Branded House,” everything operates under a strong, consistent umbrella brand, which creates synergies and maximizes recognition value. On the other hand, the “House of Brands” enables every brand in the portfolio to develop an independent identity and address specific target groups. As is often the case, there is no “single right way to go” and hybrid forms of both approaches are an additional alternative. Our experts share valuable insights into what should be considered when making adjustments within the brand architecture.

A New Path to Understanding Consumer Behaviour: The Role of AI in Redefining Market Research

This article explores the transformative potential of artificial intelligence (AI) in redefining market research. By simulating consumer reactions and creating detailed perceptual maps, AI technologies provide deeper insights into consumer behaviour and emotional recognition, offering innovative solutions to industry challenges.

Purpose – Trend or strategic, competitive advantage?

When browsing through company websites, it is increasingly common to find a section on dedicated to the purpose (corporate purpose). Is this merely a trend or a strategic competitive advantage? We believe it is the latter, and research results from our latest study confirm this. Purpose plays a decisive role that goes far beyond a marketing trend and extends into internal orientation and consumer behaviour.

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Branded House vs. House of Brands: Why brand strategists and residential architects are asking themselves similar questions

“Branded House” or “House of Brands” — this strategic decision has far-reaching consequences for companies. With the “Branded House,” everything operates under a strong, consistent umbrella brand, which creates synergies and maximizes recognition value. On the other hand, the “House of Brands” enables every brand in the portfolio to develop an independent identity and address specific target groups. As is often the case, there is no “single right way to go” and hybrid forms of both approaches are an additional alternative. Our experts share valuable insights into what should be considered when making adjustments within the brand architecture.

A New Path to Understanding Consumer Behaviour: The Role of AI in Redefining Market Research

This article explores the transformative potential of artificial intelligence (AI) in redefining market research. By simulating consumer reactions and creating detailed perceptual maps, AI technologies provide deeper insights into consumer behaviour and emotional recognition, offering innovative solutions to industry challenges.

Purpose – Trend or strategic, competitive advantage?

When browsing through company websites, it is increasingly common to find a section on dedicated to the purpose (corporate purpose). Is this merely a trend or a strategic competitive advantage? We believe it is the latter, and research results from our latest study confirm this. Purpose plays a decisive role that goes far beyond a marketing trend and extends into internal orientation and consumer behaviour.

The fascination of guerrilla marketing

This article explores the world of guerrilla marketing, a creative and cost-effective strategy that is making a splash in the marketing landscape. We present various forms of guerrilla marketing, from ambient to mosquito marketing, and discuss their benefits and risks. Guerrilla marketing is emerging as a dynamic approach that has the potential to generate maximum impact with a minimum budget and to strengthen customer loyalty in an innovative way.

Generative AI: The future of work and customer dialogue — A comprehensive look

Generative AI is revolutionising the business world by dramatically increasing efficiency and redesigning the customer experience. This article examines the deep integration of generative AI in corporate strategies, highlights the significant productivity gains based on current studies, and shows how empathetic AI Companions are redefining customer proximity. We are at the beginning of an era in which AI not only supports, but also acts as an essential partner in the value chain.