The "Brand Builder" Action Sports includes twelve brands from sports, lifestyle and outdoor in its portfolio. Managing Director Volker Mettke explains, among other things, why you can lose a brand through good work.
Because Facebook does not resolutely oppose hatred and discrimination, more and more brands in the sports and outdoor world are boycotting the social giant. The campaign has not missed its mark: Facebook vows to improve, but first talks ended disappointingly.
In the ISPO.com interview Christoph Engl explains why brand identity plays a central role especially in the corona crisis and what brand managers from all sports and outdoor disciplines can learn from mountaineering.
Many have stopped communication in the Corona crisis, Bauerfeind has not. The German specialist for orthopedic products is using the difficult situation to stay in active contact with retailers, partners, and consumers.
