Best Trends

Issue 10

We live in a high-speed age. On the one hand, we see an enormous power of people coming together again, a bunch of new business opportunities and pioneering trends. On the other hand, there is this intangible feeling of insecurity. So, the tenth issue of our Innovation Update is about the power of communities, brand building in difficult times and the role of “Generation Silver” in our society and our working environment.

5 tips: Steering capably through the crisis

Consumer reticence and price increases hang like permanent clouds over the economy. Wolf Ingomar Faecks gives five tips on how brands should act now.

Crises as Relationship Builders

Emanuel Dennis reveals how companies set up their employer branding in a sustainable and credible way and what role an internal joint venture plays here.

Silver Society: Experience is Gold

Utilising the potential of the 55-plus generation for HR marketing: facts, challenges and opportunities.

Best Trends | How to become a love brand, Capri-Sun?

The market for fruit juice beverages in Germany is hard to conquer. This results in particular challenges in brand management and communication. Julia Straschil, Global Brand Director Capri-Sun, and Christoph Everke, Managing Partner Serviceplan Campaign in Munich, explain how they made the iconic brand fit for the future.

Looking for Tribes: How brands can use communities – and vice versa

"Community" is currently one of the biggest marketing buzzwords out there – and with good reason. Digital media use is becoming less and less purpose-driven and is shifting towards personal themes. Self-expression, idea exchange, connection and entertainment are much more important than in previous generations.

Looking "Beyond Now"

3 days, 2 stages, 1,500 attendees: DLD Conference attracted an international audience with its variety of topics. Our recap shows the highlights of the innovation conference.

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