Icon Added Value has opened a second office in Germany in addition to the business’s country headquarters in Nuremberg. The new office, based in the Kaiserkai Hamburg, will be led by Andreas Ebeling and will offer Icon Added Value’s full portfolio of brand development and marketing insight services.
Ebeling will be supported by three colleagues; Marcus Arend, who moves with Ebeling from Nuremberg to Hamburg, and two new additions, Martin H. Eick and Christina Heinl, who will work primarily in the area of qualitative research. Read more…
Creating meaningful advertising is getting harder. These days there is a demand for more content and substance in advertising. Some brands are reverting to proven formula, offering hard cost or product benefits to compel sales. But others are leaning towards communicating more emotional brand experiences in a bid to hook viewers on a deeper level.
eBay, the online auction and shopping brand, has been using the latter strategy successfully for years. For example, their 2007 award winning “3, 2, 1…Mine!” campaign in Germany tapped right into the emotional heart of their brand experience. Read more…
On the 26th of November 2010, our colleagues at Icon Added Value held the 18th annual Congress in Nuremburg, Germany. The topics covered at this year’s event provided inspiration for attendees on many of the key areas of strategic brand management and development.
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Online is all the buzz. The almost never ending reservoir of information on the world wide web is amazing. The benefits of being able to connect with colleagues and experts in any field – virtually and immediately – are extraordinary. But personal contact and the face-to-face exchange of ideas are still irreplaceable. So we’re pleased to announce our 18th annual Icon Added Value Congress, held again in Nuremberg on the 26th of November 2010. And invite you to join us.
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The Swiss Energy Market will likely be opened up to small business and private customers by 2014. A big challenge for Axpo, a government energy provider. Axpo was established 10 years ago and mainly used as a holding company in German-speaking Switzerland. However, recognising the need to adapt to the changing landscape, Axpo embarked on a strategic corporate rebranding process in 2008, with one key focus: to be ready for the changes facing their market.
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Brand.
There are probably few words which have been more devalued, certainly in marketing circles. You hear it everywhere, all the time. Somehow everything’s a brand now, from Katie Price and Victoria Beckham to Comparethemeerkat.com and FC Bayern München. Read more…
A freezer can be a daunting place, looking inside to find it stuffed full of things suspended in time and competing for a place on your plate. Iglo felt the same way, but their’s is a much larger freezer!
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In 2001, Volvo Construction Equipment (VCE) was an unplanned collection of both Volvo and other acquired brands, including Zettelmeyer, Clark, Samsung Heavy Equipment and Champion.
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Ever wondered what it would be like to drive a train? How about an entire rail network?
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Audi is perhaps most famous for its ‘Vorsprung durch Technik’ – progress through technology. The Audi journey has always been about progress. From a well respected mass-market brand to a desired premium badge of success. And cutting edge technology has been a critical part of the story. From the obsessive engineering vision of the product planning and design functions in Germany to the temples of automotive excellence it has rolled out around the world.
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Icon Added Value has opened a second office in Germany in addition to the business’s country headquarters in Nuremberg. The new office, based in the Kaiserkai Hamburg, will be led by Andreas Ebeling and will offer Icon Added Value’s full portfolio of brand development and marketing insight services.
