MARKE STEINER

“If it bleeds, it leads”: If there was ever any doubt that a blood-soaked headline automatically means a larger audience of readers, listeners or viewers, a study conducted by...

“Zalando replaces more than 200 marketing jobs with AI”. You might well remember that striking headline from just three years ago. The news that the global fashion platform...

Are your customers always loyal to you? Do your customers recommend you to others? Have you always been loyal to your customers? Equally importantly, can you transform a negative...

Imagine you want to build or renovate a house, but you can’t find a builder, an architect or a handyman. Well, you’d be in precisely the same situation as the real estate...

Given the unmistakable conclusions drawn by major studies and surveys in recent years, you don’t have to be a fortune teller to make the following prediction: sustainability is...

Ever had the feeling that people have simply forgotten about you? What can be an unpleasant feeling for a private person is a marketing disaster for a company. If you are no...

According to a McKinsey study, 78 per cent of U.S. consumers and 65 per cent of German consumers have switched stores, brands or the way they shop because of the pandemic in 2020....

Before a new season or major tournament gets underway, elite athletes always say pretty much the same thing whenever a journalist asks how they rate their chances of success:...

There are winners and losers in every crisis. And right now, the Covid-19 pandemic is providing an object lesson in separating the wheat from the chaff. If you want to see this...

Elon Musk, the main focus of my blog on brand capitalisation, is a perfect fit for my latest topic. The news hit just a few days ago: With an estimated personal fortune of $188...

Imagine two car companies. Company A sold eleven million new vehicles around the world last year and its sales figures are rising year on year. Company B sold 367,500 cars in the...

An extraordinary year is drawing to a close: 2020 will most likely be remembered by us all as the historic year when Covid-19 struck the world. A year that became a real test of...

Question. Who are you more likely to trust? Company A, which tries to lure you into their stores with unbeatably low prices in the middle of the pandemic (assuming the area you...

I would like to start this blog by inviting you, dear reader, to help me conduct a little experiment. Do you think you can guess a brand from just three little words? Let’s give...

Have you ever heard of Singles’ Day? It was initiated at the University of Nanjing in China, which in 1993 chose 11 November (each number 1 symbolises a single) as the day when...

“Das ist die perfekte Welle. Das ist der perfekte Tag. Lass dich einfach von ihr tragen. Denk am besten gar nicht nach.” (“This is the perfect wave. This is the perfect day....

“If you want to build a ship, don’t drum up the men to gather wood, divide the work, and give orders. Instead, teach them to yearn for the vast and endless sea”: Antoine de...

I know, it‘s not the done thing. But I have to do it. I have to ask you a somewhat political, but above all deeply personal question. A question that makes it clear to me where...

Announcement: "Dear passengers, I would like to welcome you aboard the transformation express en route to corporate success. We are delighted that you have chosen to join us on...

Consider the following: You know you need to get away from familiar surroundings and explore new horizons. You know that same routine day in, day out has started to paralyze you...

Any group contains outstanding performers. Some always exceed expectations and a select few rise above everyone else. This is particularly evident where performance is measurable...

Underexposed film “You press the button, we’ll do the rest.” That was the advertising slogan used by company founder George Eastman in 1888 to promote his first Kodak...

Speechless “Just between the two of us, when I see ESG, I sometimes think to myself: Elites See Green,” confessed the smiling, full-time project manager for a prominent German...

Let’s start with a little experiment: Close your eyes (but not until you’ve finished this paragraph) and imagine a serious personal and/or professional crisis. Then, in your...

At the end of March, as the corona crisis was nearing its peak, the managing director of a medium-sized Berlin real estate agency had what he thought was a brilliant idea. He...

A flash poll of 50 investor relations (IR) managers working for listed real estate companies in  Germany revealed that almost 30 had not yet addressed Covid-19 in any of their IR...