Strategy

Post Covid Industry Best Practice in Retail & Online

The Covid-19 pandemic is devastating for those with pre-existing conditions. But it also mobilises the best in all others: unforeseen creativity, outstanding personal engagement, true loyalty and support among many more qualities.

There is no way around acknowledging that the situation is grim wherever you look and listen across the brand and retail industry, in parts even online. But if we pay close attention, we can also observe new brand industry best practice emerging.

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How Patagonia built a most Sustainable Fashion Brand

This story is about earth beauty and why engaging in sustainable fashion makes for beautiful brands. It’s not a romance story, we are talking serious brand strategy business!

We have 2020, pre COVID 19, online and multichannel have long become your daily bread and butter, and building sustainable fashion brands is the next big brand strategy priority. (more…)

How to Drive International Expansion Without Escalating Complexity

Customise or standardise? That’s perhaps the most important question a brand at the beginning of its international expansion has to answer.

Depending on who you ask, you will get very different answers. If you ask your brand and marketing management, they will vote for as much standardisation as possible. If you ask your sales force, the answer will be quite the opposite.

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Brand Sales and Distribution 2020: New Ways to International Sales Growth

International Sales Growth remains mostly dynamic in 2019. But as financial reports show, growth rates have decreased for many. Be it in the US or in Europe, especially domestic-bound retailers and brands stumble.

Global expansion in sales and distribution competence has become a lifesaving strategy feature, but allow me a personal question first:

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Good Workmanship & Best Practice Management Are Key to Growth

The speed of global brand growth has been slowing down. While fast-movers pay a high price for restructuring, successful brands continue to grow with brand best practice management.

Whether Tommy Hilfiger wins over Zalando buyers with a digital showroom, Rapha thrives thanks to their tight-knit membership community, or Lululemon enters new markets on grassroots values – brand best practice management enables brands to outgrow competitors. (more…)

Strategic Brand Management at its Best

Shoppers love unique products and great brand stories. If on top you sell upcycled products, are a niche company from a small country, that makes all the ingredients for a great brand story. For us that delivers great learning on strategic brand management.

If someone had told you in 1993 that someone would manage to turn truck tarps into it bags in Seoul by 2019, and create a best practice brand development story in the process, you may have questioned their judgement.

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How to Manage Successful Brand Post-Merger Integration

Far over 100 lifestyle brands are taken over every year. While a majority of post-merger integrations fail, here’s what the successful ones have in common.

As a seasoned CEO and experienced retail executive I’ve been part of my fair share of successful (and less successful) post-merger integrations. In my current role, I advise family businesses and financial investors on growing their brands, organically or via acquisition. Although the backgrounds of individual companies, the company cultures as well as the strategic reasons for takeovers differed widely, clear patterns emerge for both successful and unsuccessful cases.

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Brand Growth Strategy for CEOs & Strategic Planners

How’s your brand growth strategy going so far? Now’s a good time to take stock and prepare for the upcoming planning season! This collection of excellent posts offers some brand growth strategy inspiration for you.

With the first quarter safely under the belt, are you happy with what you’ve achieved and on track to exceed your strategic and financial goals this year? The next round of financial planning starts in six months. That makes now the perfect moment to prepare by reviewing and tweaking next year’s strategy ahead of time!

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