Blog & Inspiration

ON AN EXPEDITION

In 1950, the 14-year-old Åke Nordin from north Swedish Örnsköldsvik set off on a tour into the mountains. As he was not happy with the comfort of his rucksack, in the basement of his parents’ house he constructed his own model with an innovative wooden frame for better weight distribution. In doing so, he laid the cornerstone for his company, Fjällräven, which he founded officially in 1960 and which became one of the leading suppliers of outdoor equipment and clothing in Europe.

SNAPSHOT
Bogner has represented passion for sports and fashion for 80 years now. What began so modestly and with dedication by Willy Bogner senior and his wife Maria, developed into an international brand with the characteristic B zip over the course of the decades. With his success as skier, director and cameraman, who also produced racy skiing action scenes in four of the James Bond films, Willy Bogner junior and his Sônia have given the brand Bogner a face for many years. We met him in Munich for an interview and to review the history of the company.
ENGELHORN

We are in the year 1890. At this time, Mannheim only has 80,000 inhabitants. It is during this year that the cornerstone for a company over a century old is laid. With ‘engelhorn’, businessman Georg Engelhorn and the tailor Adam Sturm opened a shop for men’s and boy’s ready-to-wear clothing. In times where anyone who took pride in himself wore tailor-made, this plan was bold. But success proved him right. 125 years later, the fashion house has arrived in the digital age but also has remained what it always was: a regionally anchored traditional company. Together with Managing Director Fabian Engelhorn and Michael Stolte, Head of E-Commerce, we take a glance into the past and experience how its future is being shaped.

WONDERFUL CHANGE
Markets are changing rapidly. Companies have always had just one chance: they have to face these processes of change actively. Otherwise they will disappear. However, this is not achieved merely with one creative idea. Customers have to be focussed, technology has to be implemented and employees have to be integrated.
CHALLENGE OF CHANGE MANAGEMENT
The dynamics of a globalised and technological world requires maximum flexibility from organisations and companies. Consequentially, change management has lost its project character and has become an essential companion of trade and economy instead.
OBSERVER WITH A VOICE
Alan Rusbridger has been the Guardian’s editor-in-chief for 20 years. Under his leadership, the British paper covered the Wikileaks and Edward Snowden affair as well as the hacking scandal, which ultimately led to the closing of the News of the World newspaper. His last campaign helped put climate change on top of the agenda. Described as brave by many and as too influential by some, Alan Rusbridger talked to our London Bureau about courageous story-telling, disruptive challenges journalism is facing today, and his personal challenges after leaving office.
THE FUTURE IN MOTION
Realising dreams of mobility, that is the credo of Continental. As a company acting globally, it creates, develops, produces and markets indispensable technological solutions. Continental was founded as a public limited company in 1871 in Hannover under the name Continental-Caoutchouc und Gutta-Percha Compagnie. In the main plant in Hannover, soft rubber products, rubberised fabrics and solid tires for carriages and bicycles were manufactured. The first successes in development and production were celebrated: production of ‘pneumatic tyres’ without profile for cars began in 1898. Six years later, Continental was the first company in the world to develop ‘profile tyres’ for cars.
FOR US AND A LIGHTER FUTURE
The light metal aluminium is a reusable material which uses much less energy when it is recycled than it does when it is first extracted. In addition it can be re and upcycled as often as necessary without any loss of quality. With the initiative ‘R’cycle!’, the drugstore dm and Unilever raise awareness of the sustainable use of recyclable materials: hundreds of children’s bicycles are being made from empty deodorant cans. Peter Dekkers, Vice President, Customer Development at Unilever and Christoph Werner, dm Managing Director, responsible for the marketing and procurement department and Erich Harsch, Chairman of the dm Executive Board told us more about the social project.
TOMMY HILFIGER

Whoever wants to create fashion has to understand it – and above all has to understand life. As a teenager, designer Tommy Hilfiger already knew where his professional journey was going to take him. Even back then, a creative spirit was waiting inside him – a spirit whose absolute desire it was to design cool clothing. In 1969, he opened his first shop with two school friends in his home town Elmira near New York. There, he also sold flared trousers and fringed jackets of the sort he himself had purchased on his many shopping trips in the past. From then on, his success story ran its course. In 1992, Tommy Hilfiger finally became the first fashion company to be traded on the New York Stock Exchange. 

THE PSYCHOLOGY OF DATA SCIENCE
In marketing, research, or product development, data science is a fixed component in various aspects of our economy. While a couple of years ago, the creation of insights by using data led to a competitive advantage, it has become a requirement to stay competitive, and most companies apply it. However, only a few make use of the powerful combination of psychology and data science.
OASIS OF WELLBEING
A professional website forms the foundation stone for the successful future presence of stationary furniture stores. In addition to the opportunity to present goods in interiors stores, sooner or later there must also be the possibility to order goods online. The internet offers the way of showcasing products and is today the first port of call for potential customers.
GUARDIAN OF THE RECIPE
Who isn’t familiar with the imposing stag featured on the green bottle? While the herbal liqueur was deemed suited for celebrating a successful day of hunting or as a nightcap in the 1990s, Jägermeister has become one of the most popular herbal liqueurs today, and the only German premium spirit beverage to have achieved worldwide fame. The long-standing German distillery has grown into a global brand, becoming one of the greatest brand management successes in history.
CAST IN A PERFECT LIGHT
Light is culture. Light supports architecture and sharpens perception. With the appropriate lighting solutions, Swiss lighting specialist RIBAG is creating moods in which people feel comfortable, work more efficiently and can relax in peace. The new brand presence with an online shop is not only appealing for its design, but also and particularly for its sophisticated functionality.
SAFE AND SECURE
Ein Kriterienkatalog mit über einhundert Seiten Fragen. In Folge über einhundert Seiten Konzept und ein höchst anspruchsvoller Prüfungs- und Zertifizierungsprozess. Am Ende wurde der Consultix GmbH bereits zum zweiten Mal das Europäische Datenschutz-Gütesiegel European Privacy Seal (EuroPriSe) für ihre Digital Marketing-Software ProCampaign verliehen.
AUF AUGENHÖHE

Tiefgreifende Beziehungen zu den eigenen Kunden aufzubauen muss heute mehr denn je im Mittelpunkt der Unternehmenskommunikation stehen. Vielen Unternehmen ist dies bewusst, und die meisten sehen im Content Marketing das Mittel, um aus dem Kunden nicht nur einen Transaktionspartner, sondern einen Gesprächspartner auf Augenhöhe zu machen.

GEMEINSAM STARK
Der Dalai Lama sagte einmal, dass wir, wenn wir sprechen, nur das wiederholen, was wir schon wissen. Wenn wir aber zuhören, kann man unter Umständen etwas Neues lernen. Zuhören an erster Stelle des Software-Entwicklungsprozesses hört sich zunächst eher seltsam an, lohnt sich aber für alle Beteiligten. Denn das Zuhören spielt gerade bei der erfolgreichen Abwicklung von Projekten eine wichtige Rolle.
FOOD DELIVERY IN THE FUTURE

In 15 March 1948, Migros in Zurich opened the first self-service shop in Switzerland. Its founder: Gottlieb Duttweiler. He had a sales organisation without the middle man in mind - a direct ‘bridge from the manufacturer to the consumer’. Today, the company is the largest retailer in Switzerland and is one of the 500 largest companies in the world. But what will our consumer behaviour look like in the future? What requirements do retail businesses - particularly in the food industry - have to meet? We spoke to Herbert Bolliger, President of the executive board Migros-Genossenschafts-Bund about the topic of food delivery in the digital era.

ALL-ROUND SUCCESS
Today’s hyperconnected consumers have more choices than ever, and their expectations of brands have increased accordingly. Buyers use multiple sales channels and expect to be able to travel through them seamlessly, which means that all customer touch points must offer accurate, timely and consistent product information. Meeting these expectations has been a challenge not only for retailers, who sell to these highly empowered consumers, but also for manufacturers, whose role has expanded from supplying basic product descriptions to being responsible for creating rich, market-facing content.
CULT STATUS
The small red logo makes the hearts of people across the globe beat that little bit faster. Although very discreet, admirers can always spot it from afar. Leica has been all about German engineering artistry, superlative quality and unbeatable products for more than 100 years now. They have been shaping and revolutionising the history of photography since the beginning of the 20th Century. You are now entering an entirely new market with Leica Eyecare. Marius Eschweiler, Global Director Business Development at Leica Camera AG, spoke to us about this major development.
GLOBAL CONNECTION
From connected computers to intelligent digitalised habitats – the Internet of Things represents an enormous innovation boost. Smart, networked objects are finding their way into every industry, not only changing our private everyday lives and consumer habits, but also taking over factory floors. New thought and business models are in demand.
LEADING THROUGH INFORMATION
In the digital world, consumers turn to e-commerce sites and internet applications when searching for products, querying product information and, ultimately, making purchase decisions. If they can’t find what they’re looking for, they move on. With 1WorldSync, companies can provide relevant product information and top-quality digital content at the right moment in the customer’s decision-making process, while at the same time reducing data-collection costs. This makes consumers less likely to encounter errors during their product search; retailers and manufacturers can also focus on their business and their innovations, rather than waste their time collecting and checking product data.