Yes and no. Yes, because what the modern understanding of brands could assume for a long time, namely that their success is shown by the fact that a target group recognises them by their product characteristics, is no longer valid on its own. No, because it is at least as relevant that target groups differentiate in a much more sustainable way. Today, customers are no longer mainly interested in distinguishing themselves through a brand; the offers are too similar for that and the customer is much better informed. Purchase decisions therefore depend on more than a brand promise, they depend on the brand delivering what it promises.

Experiences strengthen the brand if they are related to it. Only identity has become obsolete. And experience will follow. That’s why we check the enthusiasm for experiences and always think about the necessary feedback to the brand. So that it doesn’t get lost in the fair of possibilities. At SCHMIDHUBER, we call this renitence: we notice trends and stick to using the existing possibilities to turn them into opportunities. With common sense. With experience and passion. Honestly.