Blog & Inspiration

A VOTRE SANTE!
Nicolas Feuillatte conveys with incomparable playfulness the lightness of being that is inherent to its champagne as well as the basic philosophy that true luxury is all about emotion and pleasure. The enchantingly elegant design and playful elements – such as the new augmented reality app that allows the owner of a bottle of Nicolas Feuillatte to also visually enter its world – do the rest in order to give the noble beverage a very special place in which people can enjoy this pleasure with all their senses.
BLACK GOLD
Charcoal has been a hot commodity ever since top chefs such as Yotam Ottolenghi, Gordon Ramsay and Jamie Oliver began cooking over open flame. “Live Fire” is the name of a trend that essentially elevates the classic BBQ in the privacy of a garden to the heights of an exclusive culinary experience. The London Log Company is the first to fuel the fire, and its founder Mark Parr built his entire empire on wood. Our London editor Nora Manthey spent a day in the woods with Parr to learn how to extract the black gold from the trees in the county of Kent.
BIG SHARKS LITTLE FISH
Claims that technology has taken the helm, that marketing has outlived itself and that brands have lost their previous crucial role to corporate strategy can be heard all around. Technology providers say that brands have long since been a thing of the past. A number of companies are saying that marketing has been phased out in general, with its tasks having instead been taken over by new silos such as “social media marketing”, “influencer marketing” and other current buzzword constructions. Nevertheless, the brand continues to be crucial to the success of companies and their strategy, according to the majority of entrepreneurs and executives. 
MIT LEIB UND SEELE
Heute wächst alles zusammen, das gilt insbesondere in der Kommunikation. So müssen beispielsweise die Inhalte der Webseiten mit denen der Kataloge übereinstimmen, und damit das gelingen kann, werden Unternehmen, Verbände und Agenturen von Database Publishing-Systemen unterstützt. Wie man sich die Arbeit mit einer solchen Lösung vorstellen kann und mit welchen Herausforderungen Unternehmen dabei rechnen müssen, erzählte uns Michael Lutz, Geschäftsführer bei Codeware, in einem Gespräch über neues Denken und schwäbische Gründlichkeit. 
SPARKS OF TRUTH
Caught between content-hungry consumers and the need for business efficiency, content management professionals of various disciplines and almost every industry vertical are unifying around a common best practice: single-source publishing. The following article explores this topic, its benefits and how organisations can realise the value of their content.
RAISING LIMITS
Design, innovation and groundbreaking technology. These terms are justified when thinking of the most recent collaboration between two British super brands. The joint project by the two top-performing brands is called Belstaff X McLaren, and with good reason, as we look forward to the latest masterpieces created through precision, engineering and authenticity. The collaboration not only incorporated McLaren’s motto “Everything for a Reason” by adapting the materials and design to the new 600LT, it also took many smaller details into consideration, leading to a unique collection through the added long-standing experience of Belstaff. Our editorial team was able to try out the new pieces during a test drive with the 600LT at the Hungaroring in Budapest.  
RELAXED IN THE FUTURE
As a pioneer of foot care in Germany, Hellmut Ruck GmbH faces growing demands in the field of product information management. The company has set itself the particular task of meeting rising customer demands with regard to the visualisation of products through various channels and has brought apollon on board as a digitalisation partner. 
CUSTOMER FOOTPRINT

Knowledge and data management today has become an essential managerial process necessary for creating, sharing, storing, using and managing the knowledge and information of any organisation. It is a collection of systematic approaches used to facilitate the flow of information and knowledge between the right people at the right time in the right format at the right cost, so they can act more efficiently and effectively to create value for the organisation and achieve a competitive advantage. Needless to say, no one would argue that data management or knowledge management does not need to be made an organisational priority. But there are technical and organisational complexities to consider and hurdles to overcome that can make it very difficult to realise the potential. We sat down with Katie Fabiszak, CMO of Riversand Technologies and 20-year data management industry veteran, to talk about the critical need for and potential roadblocks of harnessing an organisation’s data with the aid of today’s data management technologies.

GAME CHANGER
What makes a decision a good one? Can this be computed on a purely rational basis? What role does luck have to play in this? Stephan Kalhamer is a mathematician – and a professional poker player. He coaches top managers and teaches them what risk management means in very specific terms: He describes the optimal situation in the game of poker – and in everyday business life: ‘The mathematics have to be on my side; then there is no more luck, and my wager works for me’. He tells us what constitutes smart negotiating, and why poker is not a dubious gamble but rather a mental exercise for strategists.
PULLING TOGETHER
Information is the be-all and end-all of a company’s process management. Information needs to be transferred at the right point in time in the appropriate quality and right format to the correct recipient, all while occurring in the right location. It is no wonder then that information logistics projects are challenging. They take longer when organised poorly, ending up more expensive than planned. Digitalisation in particular requires central, optimised and automated processes. Companies must now face this challenge and plan their PIM/MDM projects in a rational manner. We asked the specialists Marc Hölzle, Principal Technical Consultant, and Michael Mezger, Principal Business Consultant, from the consulting firm parsionate in Stuttgart about what advice they have for companies to successfully plan and implement a project. 
BLÄTTERWERK
Er ist das älteste aller Kommunikationsmedien für Produktinformationen und trotz der unvergleichlichen Entwicklung des Internets und den damit einhergehenden disruptiven Veränderungen für Unternehmen noch immer putzmunter. Oft totgesagt, aber immer wieder auferstanden, findet der Katalog nach wie vor seinen Platz im Marketingmix unterschiedlichster Unternehmen. Jochen Janke beschäftigt sich seit 20 Jahren mit Katalogen und spricht mit uns über den Wandel und die Zukunft des Mediums.
GAME OF LIFE

Absolutely incredible: the overwhelming majority of lottery players still purchase lottery tickets at kiosks or convenience stores. And this despite the fact that the market potential for online lottery sales runs into the billions and the willingness among players to switch to online offerings is steadily growing. We talk to the Chair of the Board of Lotto24 AG, Petra von Strombeck, about this virtually untouched market, the pioneering role that the company is assuming and the blessings of money in general.  

HIGH-SPEED

One of the enterprises shaping the digital future is the Düsseldorf-based communications group Vodafone. The group has long expanded its efforts beyond the topic of mobile telephony; through strategic acquisitions, joint ventures and partnerships, in recent years Vodafone has become a solid 360° provider for digitalisation.

RELY ON THE RIGHT STRATEGY
As the global market leader for locking systems, hinges and sealings, Emka has an enormous range of products, which presents a unique challenge in terms of product information management due to its worldwide subsidiaries and customers. New forms of product presentation are creating additional pressure, while implementing a PIM system suitable for this situation holds its own particular obstacles and tasks. We spoke about this with Markus Panofen, Head of Digital Marketing at Emka.

 

SET SAIL
Transformation and automation go together like sails and wind. What use is the greatest transformation strategy and the most amazing digital transformation project if the existing knowledge base and wealth of experience are not tapped into in time and sustainably converted into value? This hugely complex task can only be accomplished with automation, because even with the most experienced rowers, a sailing ship cannot sail as fast as with the power of the wind.
WHAT COULD A DATA DRIVEN BUSINESS MEAN FOR YOUR COMPANY?
Data, Data, Data – companies gather, collect, evaluate and reutilise data no matter where you look. This is common knowledge, as is the fact that a successful Data Driven Business enables new business models while simultaneously supporting traditional business. Companies require a more stringent approach in order to successfully capitalise on the opportunities provided by increasing digitalisation.
THE POWER OF PRINT
Commissioned by the Creatura industry initiative, the Multisense Institut für sensorisches Marketing (Multisense Institute for Sensory Marketing) analysed more than 300 international studies on the impact of print advertising and print enhancement, on whose basis it drafted practical recommendations for the use of print in the digital age.
FLIEßENDE ÜBERGÄNGE
Bei der Wasser- und Farbanalytik steht Qualität stets an erster Stelle. Um auch die Customer Journeys präziser und effizienter zu gestalten, setzt der Analytik-Spezialist Tintometer im Marketing auf eine medienübergreifende Lösung, die mit der Omnichannel-Box der Agentur infolox umgesetzt wurde.
ROAD TO RECOGNITION
How is digitalisation changing B2B sales, and what opportunities is this generating for sales organisations? B2B sales are profoundly changing as a result of the constant development of new digital technologies. The changes are affecting all sectors equally, regardless of whether industry, high-tech and software companies or the service sector.
EVOLUTION 2.0
SMEs have a difficult time developing a long-term vision under the auspices of digitalisation. Will anyone still be able to make money in 5 years, and if so, how? How can a supervisory board and senior management approach the task of answering existential questions? Based on practical experience, Jörg Henseleit shows how SMEs should proceed.
THE TWELFTH MAN
Every company, no matter their sector, must think about how to reach new and existing customers today and in future constantly. User-Generated Content will always be part of the answer to this question. Video content in particular is playing an increasingly important role - currently nearly 300 hours of new video material are being uploaded every hour of every day of every week. My children, like everyone else in their age group, first turn to relevant forums to see how they can solve a problem or which product they may want to buy. They ask questions there and wait for the answers before talking to me, their father. All this user-generated content establishes trust among consumers, a familiarity almost, that no banner, video clip or other professional marketing channel is able to create.