Jeep

Why is the brand called that? Today: Jeep

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The original American brand, which is now mostly in Italian-French hands, has long been synonymous with off-road vehicles. The story goes back to the 1940s. But where does the name Jeep...
Tesla brand name story

Why is the brand called that? Today: Tesla

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We will probably never know whether it was really Elon Musk alone who chose the name Tesla, or whether the founder's Martin Eberhard and Marc Tarpenning or other people...
dove soap

The story behind the Dove brand name

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The people of Hamburg know that the Dove is a branch of the Elbe. There is also a river by that name in Suffolk, England, and a lunar crater named...
marketing reboot

Why we need a marketing reboot?

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In his first Talking Head column for HORIZONT, ​​avant-garde CEO Marc Schumacher analyzes the marketing crisis in the digital age.
digital advertising and co2

Digital advertising and CO2 – the solution to (almost) all problems

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Digital advertising and CO2 - the solution to (almost) all problems.
grandma team

Grandma’s team is not my team

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Why do successors need their own circle of experts.? As a successor, I can continue to work with my grandmother's circle of friends one-to-one, I thought...
CUSTOMER CENTRICITY

Customer centricity in B2B: is your customer king?

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Customer centricity is not a new concept, but focusing on the customer is difficult, especially in B2B companies. Here you can find out how customer centricity works in B2B marketing.
b2b

Why a cultural change is needed in B2B companies (and how to do it)

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Individual, personalized, and tailor-made communication is the be-all and end-all for customer centricity. How can B2B companies ideally proceed and overcome the hurdles that they often set themselves?
Metaverse-Projects

Entry into the Metaverse and route to innovative showrooms and events

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Meeting in virtual space - this is not only relevant in gaming. Metaverse projects are also becoming more and more popular in the professional field. However, the fear of technology is...
metaverse

Does the Metaverse mark a turning point for B2B sales?

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The metaverse is on everyone's lips in B2C marketing. According to a recent study, more and more business purchases are being made via virtual channels, including the metaverse. For many employees...

ARTICLES

The story behind the Barbie brand name.

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What does an American Barbie doll have to do with the German "Bild" newspaper? Well, in the first issue of "Bild" in June...

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