Cathrin Duppel

Delighted to see our paper in print, in what seems to me is the “German HBR” - Stepping Up Your Brand Game in the Platform Age: How to Build a Commoditization SHIELD. It addresses the supposed threat that brands face, when selling on dominant platforms, which capture the customer's attention which previously belonged to the brand. SHIELD offers 6 strategic elements. The conclusion written by my co-author Abhinav Kishore (AK) is almost poetic ... "The ultimate goal is to cultivate a brand identity so compelling that it transcends platform boundaries, resonating directly with consumers and fostering a community of loyal customers. SHIELD is more than just a method to combat commoditization; it’s a strategic paradigm that redefines how brands operate and succeed in the digital age, ensuring they remain relevant, resonant and resilient amidst the shifting sands of digital commerce." https://lnkd.in/gXKMwvFb

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Even though the launch of TikTok Shop in Germany has been postponed, in the longer term, the platform surely won’t want to miss out on the German market. ➡ What this means for brands and retailers I discussed with Florian Kolf, #handelsblatt. Would you agree that TikTok Shop disrupts the traditional e-commerce model as inspiration now comes even before the desire to buy 🤔? #tiktokshop #eCommerce #PublicisSapient ⤵ Link in the comments.

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Today we present our first brand deep dive from PODEAN's 'The Marketplace Index™' report released last week. For context, this report analyses one million data points across 1,800 brands to score their Amazon presence in areas like retail, media, and content. Our first case study looks at the Beiersdorf and how NIVEA have created an exceptional Amazon presence in Australia, scoring top marks across our judging criteria. They achieved the second-highest score in the entire market, surpassing over 425 brands across 30 categories including key competitors such as L'Oréal, La Roche-Posay Laboratoire Dermatologique and GARNIER CLUB. Click through the images below to see how NIVEA delivered this solid performance and if you're interested to see how your brand scored, get your copy of The Marketplace Index™ here: https://lnkd.in/gDDDbKeC #podean #themarketplaceindex #marketplacemarketing #amazon #nivea #beiersdorf

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Leibniz goes VEGAN... Sort of! 😵‍💫😵‍💫😵‍💫 On a recent jaunt to Germany, my anticipation for discovering new treats led me to a surprising revelation. Leibniz introduces its new vegan cookie variant! But here’s the catch - it’s a mix of less dark chocolate and palm oil instead of butter, ingredients that are notably cheaper. 🤔🌿 Sounds great, right? Well, hold on to your vegan hats because there's a tiny disclaimer that might just crumble your cookie: “May contain: EGGS, MILK.” Oops! 😅 While we're all for embracing plant-based alternatives and riding the green wave, this move has us scratching our heads. 🤨 I'm totally here for innovation and giving the people what they want (or what we think they want?), but are they really serving the vegan community, or are they just buttering them up with a sprinkle of veganism, all while cutting costs on ingredients? Don't get me wrong; I'm not throwing shade at plant-based food. I love a good veggie meal as much as the next person! But when it comes to "veganizing" a classic, shouldn't they ensure it's the same quality, actually vegan, and not just a cheaper alternative? What are your thoughts? Is this a step in the right direction, or just a crumbly attempt at joining the vegan trend?

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The German economy is stuck in ZERO GROWTH in 2024 🇩🇪 This is exerting a huge amount of pressure on established business models and forcing companies to adapt their production structures. So, what do we do as marketers? When there is no potential for growth in the market, we double down: ⚙️ focus on the essentials that deliver above-average value, ⚙️ push the low-priority / low value projects off the back of the desk. How to decide which activity goes where? A short, sharp analysis of your customer base - one week turnaround - will show very clear opportunities for growth. If you're looking for insights to drive smarter, data-driven Sales and Marketing decisions, let's have a chat 💬 #B2BMarketing #GermanEconomy

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#TEMU HAS 33mil+ #MAU in #GERMANY Why TEMU is so successful in biting significantly into EU's e-commerce? 😮 For many this have been "Phew!" response when TEMU as Chinese new player started to enter European markets one by one. Ehm, maybe "to enter" should be rather exchanged for "to colonize", because in two years time it managed to amass 33 million monthly active users. Yes, go one sentence back and read it again: 33 million monthly active users on 67mil adult population of this country. how is this even possible? 💰 Many make an easy escape from this discussion by trying to blame it on super cheap, super low quality good manufactured in CN that often don't meet the "usualities" of western markets. As much as some aspects of that answer are true, the true power of TEMU comes from something different. ⌛ If you ever opened the TEMU App you would learn that before you ever get to the actual goods you have 2-3 gamification gimmicks under your belt. (with spins, animated coupons unboxing or other forms) These are overlaying the whole screen in semitransparent way. making you feel these are just translucent curtains you cake wave anytime away. But by the time you can get your hands on the actual product catalogue you already have some countdown time with hefty(-looking) discount or another poking to finish the purchase first place. Very often the actual shopping is more to please the bar for your discount rather than mindfully shop for another item. 🛍 And then comes the other TEMU trick of you are not really buying from TEMU, so are being sold from them. You have next to none chance to influence which items you will be exposed to, no real category search, not even talking brands or product titles. Just feed of the offers that are super-curated base on what you have clicked on (or purchased) before. After few visits TEMU turns for you into very narrow selection of things they are ready to send you, not that you researched for. 📈 Many are surprised by the "sudden: success of this method, where seller basically dictates what you can even think of and people still rush to buy it (even though they never declared need to buy such a item first place). well, this concept is working really well for Lidl (and few other retailers), who have week-long-nonfood aisle where they fully curate the things for you and people still storm the stores to buy that good out. 👺 If you were laughing or belittling Chinese shops, time to wake up from that dream. Before it becomes walking nightmare for you. #temu #strategy #success #germany #uk #us #ecommerce #china #lidl #nonfood #marketplace #goods

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Whether it's #media like The Economist now calling Germany "desperate, " or Handelsblatt with a special issue on 60 ideas about how to get Germany back on track. Whether it's individuals like Stefan Schaible, #CEO of Roland Berger in #Handelsblatt, calling for suspending the #debtbrake to avoid a "horror scenario," founders Josef Brunner, Sarna Röser and Frank Dopheide with their initiative Unternehmer in Bewegung, Verena Pausder's Startup-Verband's "#Innovation #Agenda for World Class made in Germany" or Magdalena Oehl's and Gülsah Wilke's book with Fabian Kienbaum, Sebastian Dettmers, Hauke Schwiezer and others on how Germany needs to reinvent itself, or Ex-#Nato strategist Stefanie Dr. Babst in her relentless effort for Ukraine: There are #ideas galore from every corner of the #democratic #spectrum about what needs to be done to get #Germany out of its downward spiral. It just appears that key decision makers who've sworn an oath of office that they will devote their strength to the welfare of the German people and protect it from harm are simply not listening. We need a new #mindset. Everybody needs to chip in, collaborate and get going. If not now, when then? It's already 5 past 12.... https://lnkd.in/eUNEp9Cu https://lnkd.in/eQhDCu2G https://lnkd.in/eEVaP2fN https://lnkd.in/e83kXmxW https://lnkd.in/ejc6fz9d

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Marriage at risk⚠️ A True story: Sarah and Youssef's struggle for peace and well-being A True Story: Sara and Youssef's Struggle to Find Peace As a well-being consultant, it pains me to share the heartbreaking story of Sara and Youssef, a young couple whose once-blissful marriage has become a daily battle. Despite their professional success, they find themselves struggling to live in peace, their heated arguments leaving Sara in tears throughout the night and Youssef feeling increasingly isolated during the day. The once-adoring couple has become strangers, each retreating into their own worlds, unable to find common ground or the will to compromise. The weight of their conflict started to impact their social and emotional well-being. The constant arguing and lack of harmony have eroded their once-strong support network, as friends and family find it increasingly difficult to interact with the couple. The emotional strain has also taken a significant toll, leaving them both feeling drained, anxious, and disconnected from the very partner they had vowed to cherish. In the face of such profound turmoil and if you are in Sara or in Youssef’s shoes, let’s explore a couple of effective strategies to help you overcome these challenges, and safeguard your emotional and social well-being: 💜 The 1st step is to seek professional help, whether through couples counseling or individual therapy, to address the underlying issues driving your conflicts. By learning to communicate in a healthier manner and develop empathy for one other's perspectives, both of you can begin to rebuild the foundation of your relationship. 💚 Additionally, it is crucial for you to prioritize self-care. This could involve engaging in activities that bring you both joy, such as pursuing hobbies or spending time with supportive loved ones. by taking these steps, and nurturing your individual well-being, both of you will be better equipped to navigate the challenges of your marriage and maintain a sense of balance and resilience. #WorkLifeBalance #ProfessionalRelationships #CoupleTherapy #EmotionalIntelligence #WellbeingStrategies #wellbeingjourney #mentalwellbeing #mentalstrength #qualityoflife #PersonalDevelopment #Lifelessons

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🤩 I did it again - embarking on the #AI journey! 🚢 Inspired by a recent post of Dr. Steffen Schmidt, I tried out LinkedIn Rewind 2024 myself and are truly amazed about the outcome. Yeah, and it was directly created in English. Thus, I didn't transfer it back to German. 😉 Enjoy the read plus stay tuned for 2025! Most probably back to German then. Powered by Coauthor.studio AI starting with the next sentence. -------- Here's my 2024 LinkedIn Rewind, by Coauthor.studio: 2024: The year I learned that market research isn't just about data - it's about understanding human complexity. As I approach my 25-year milestone in this industry, this year proved that transformation isn't a linear path, but a series of adaptations, challenges, and unexpected lessons. Some highlights that really capture the essence of our journey: 🤌 Navigating our team through an incredibly demanding second half of the year, proving that resilience is our true competitive advantage. 🤌 Leading discussions on AI integration in market research - not as a replacement for human insight, but as a powerful tool to enhance our understanding. 🤌 Reaching 1,500 LinkedIn followers - a testament to the power of authentic professional storytelling. My most impactful posts this year reflected this nuanced journey: "Horizont Werbewirkungsgipfel Insights" - Exploring the necessity of deep transformation in advertising effectiveness. The core insight? Technological change is inevitable, but human interpretation remains crucial. https://lnkd.in/dAmGvkJh "Reflecting on Personal and Professional Challenges" - Sharing our family's journey with our beloved Labrador Ajk's health challenge. A powerful reminder that staying positive isn't just a professional skill, but a life philosophy. https://lnkd.in/dMxnfZkX "LinkedIn Milestone" - Celebrating reaching 1,500 followers, not as a vanity metric, but as a community of shared learning and growth. https://lnkd.in/dW_D2y98 Looking ahead to 2025: We'll continue pushing market research boundaries, remembering that behind every data point is a human story waiting to be understood. To my incredible team at Facit Research GmbH & Co. KG, my supporting colleagues at Mediaplus Group and my professional network: thank you for making this journey of continuous learning possible. Here's to understanding complexity, one insight at a time. #MarketResearch #Leadership #WorkLifeBalance #AIinMarketResearch #LinkedInRewind #Coauthor #2024wrapped -- Get your 2024 LinkedIn Rewind! Go to Coauthor.studio

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A SEMIOTIC SQUARE acts as a strategic map for a category or brand Done well, it describes both the current state of play AND where a category is heading This is no mean feat But it can be done 🙂 SemioCentral Rob Drent #semiotics #branding #marketing #marketresearch #marketingresearch #marktonderzoek #insight #culturalinsight #marketingintelligence

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Marketing is going back to the future! 💥🚘 💥    The top 10 skills that marketing professionals in Germany are prioritising in 2024 have a remarkably ‘classic’ look…     The top priority is not gen AI or channel mix (although they do both feature in the top 10). Instead, creative content takes the top spot – and with good reason: 49% of the increase in sales through advertising can be attributed to the quality of the content.    Follow the link for the full findings of our State of Marketing Germany 2024 report. 🔽    Many thanks to my co-authors at McKinsey, Kai Vollhardt, Tjark Freundt, Thomas Bauer, Markus Berger-de León, Dr. Jerome Alexander Koenigsfeld, Dr. Caroline Meder, and Marco Aukofer, and – at absatzwirtschaft – Christa Catharina Müller.  #StateOfMarketing #Growth #Marketing #Sales    

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We love research - oh yes we do - finding trends is what we pursue! 🔉 😍 🎉 What originally started as a gag turned into the official moweb Marktforschung soundtrack "We Love Research". Many thanks to the amazingly talented team Rachel Philipp, Carl Prit and Michael Kleinert for making this possible. ❤️ Thank you of course for attending our 20 year anniversary! 🙏 If you missed it, I'm sorry, but I hope to see you next time! 😉 #weloveresearch #mowebresearch #marketresearch

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Yes, #PrivateLabel continued to outperform Branded products in 2023. But there are signs of a slowdown with PL share flattening in the US and slowing in Europe. For the full analysis of #FMCG industry trends and changing channel dynamics watch our latest #webinar led by Thomas Smith. Click the link below to access 👇 https://lnkd.in/eKd6rCEm Worldpanel by Kantar

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𝗔𝘄𝗮𝗿𝗲𝗻𝗲𝘀𝘀 𝗶𝘀 𝗼𝗻𝗹𝘆 𝘁𝗵𝗲 𝘀𝘁𝗮𝗿𝘁 🧠, 𝗯𝘂𝘁 𝗽𝗿𝗲𝗳𝗲𝗿𝗲𝗻𝗰𝗲 𝗶𝘀 𝘄𝗵𝗲𝗿𝗲 𝘁𝗵𝗲 𝗿𝗲𝗮𝗹 𝗹𝗼𝘆𝗮𝗹𝘁𝘆 𝗳𝗼𝗿𝗺𝘀. It’s fascinating to see how brands like Four’N Twenty dominate awareness (85%), yet their true edge is in converting that into preference (34%). A reminder that brand success is built on more than just recognition – it’s about creating meaningful connections that drive consumer choices. This is a principle I keep in mind every day at Brand Health: How can we help brands move beyond being known to being chosen? 🔑 #BrandStrategy

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In February it will be 6 years since I had a 𝗯𝘂𝗿𝗻𝗼𝘂𝘁. With some distance Business Insider has asked me to talk about my experience in consulting, my burnout and the new company I started: WirDämmenDeinHaus.com You can find the link in the first comment.  (I’m also happy to share the pdf, in case you cannot access it.) My ask to you:  𝗣𝗹𝗲𝗮𝘀𝗲 𝘀𝗵𝗮𝗿𝗲 𝘁𝗵𝗶𝘀 𝗽𝗼𝘀𝘁 𝗼𝗿 𝘁𝗵𝗲 𝗮𝗿𝘁𝗶𝗰𝗹𝗲 𝘄𝗶𝘁𝗵 𝗮𝗻𝘆𝗼𝗻𝗲 𝗳𝗿𝗼𝗺 𝘆𝗼𝘂𝗿 𝗻𝗲𝘁𝘄𝗼𝗿𝗸, 𝘄𝗵𝗼 𝗺𝗶𝗴𝗵𝘁 𝗯𝗲𝗻𝗲𝗳𝗶𝘁 𝗳𝗿𝗼𝗺 𝗶𝘁. Having talked to many people that suffered a burnout, my observation is that it can be tremendously helpful to get a nudge from people that care about you. It is a common burnout symptom to “try to keep pushing through” and “take care of one self, after X, Y, Z is finished” -> this often significantly prolongs the healing process. Be there for the people you care about and encourage them to take care of themselves now and not when it’s too late. I’m also here for anyone that wants to talk 1:1 about their experience or ask questions. Please feel free to reach out. Happy holidays to all of you!

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Strategic decision-making in action: Why we will NOT prevent cheating in our matcha business! I run a matcha business in Switzerland. We are selling a premium brand: Highest quality ceremonial matcha that is available. Organic certification planned for Q4 this year. . High price. . Premium labeling. . For connoisseurs who value quality and best taste. We sell it in boxes: 1 or 3 or 5 per box. We are offering 20% for your first order, no matter which box. We have figured out that some customers use a specific email provider that allows them to generate aliases. They use a new alias for each order. And with that they get 20% for each order. And the people who use this provider most often are.....students. We know it. And we could do something to prevent it. But we decided NOT to do anything. Because... 1. at this stage of our business we want to grow and spread over Switzerland. We prioritize growth over monetization. 2. we know that matcha is popular amongst students, so we need to target them somehow. 3. we know that students don't have much money. And that they therefore put lots of efforts into finding ways to get what they want for cheaper. 4. we must keep our premium positioning but need to find ways to make it affordable for low-income high-potential target groups like students. We need to play with the price without dropping it. Decisions: . Let cheaters cheat. . Turn our addicts into advocates (reaching out to them soon). . Reduce or drop shipping costs. At a time when everything gets more expensive (for our matcha business, too!!) we will shine with keeping our prices, dropping the shipping costs, and supporting our addicts with free offers in an advocacy program. Are we 100% sure about our moves? No. But strategic decisions are not about being sure. They are about making bets based on the data & information at hand, your vision, and your goals. 🔥 Roast us: What would you do differently? Or what else should we do/consider? #productStrategy #buildingInPublic

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Diversity & Inclusion in Advertising: Key Success Factors #DEI in advertising is not simply the right thing to do to reflect society correctly; it is also the right thing to do for your 🔸 BRAND 🔸, as it can yield both immediate and long-term demonstrated benefits. Here’s WHY and HOW, based on the new Ipsos white paper published by my colleagues Aurelie Jacquemin and Jill Urlage: 📺 WHY invest in DEI in Advertising? DEI plays a critical role in bridging the representation gap, fostering better audience connection and amplifying advertising impact: -> For example, in the US, there’s a 12% difference in representation for people with disabilities and a 6% difference for Seniors aged 65+ and LGBTQ+ individuals compared to the general population. -> Across 29 countries, 26% of people felt the media should be primarily responsible for taking actions to reduce inequalities; second behind the government at 67%  (source Ipsos Equalities Index 2024 survey). -> The Ipsos meta-analysis of thousands of ads tested show that ads scoring high on the DEI metric also score 56% higher than low performers on the Creative Effect Index, Ipsos’ composite effect metric validated to end in-market sales lift outcomes. A similar effect is seen on the long-term brand relationship. 🏆 HOW to do it right? ✅ Portray individuals in a positive, inclusive, and non-stereotypical manner ✅ To create a more empathetic ad experience ✅ Creativity is also key: the sweet spot lies at the intersection of a brand’s core values, creative expression, and a deep understanding of the target audience ✅ Brands who have done it right: Orange with the French Soccer Team (awarded at Cannes’ Lions) https://lnkd.in/ejmhdtDY, Sephora’s “We belong to something beautiful” https://lnkd.in/eyvAgqcT or Sanofi’s Aspercreme “AsperQueens” https://lnkd.in/eHS8AMMQ #DEI #Advertising #BrandSuccess #Empathy #Creativity #Context Sophie Congal Marion GUITTON Barbara Garau Yves Bardon Cécile Badouard Frank Brezout

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No longer brand new, but still highly topical (please note): 𝗧𝗵𝗲 𝟵𝟱:𝟱 𝗿𝘂𝗹𝗲 𝗶𝘀 𝘁𝗵𝗲 𝗻𝗲𝘄 𝟲𝟬:𝟰𝟬 𝗿𝘂𝗹𝗲 𝗕𝟮𝗕 𝗺𝗮𝗿𝗸𝗲𝘁𝗲𝗿𝘀 𝘀𝗵𝗼𝘂𝗹𝗱𝗻’𝘁 𝗯𝗲 𝘀𝗽𝗲𝗻𝗱𝗶𝗻𝗴 𝘁𝗶𝗺𝗲 𝗮𝗻𝗱 𝗺𝗼𝗻𝗲𝘆 𝗰𝗼𝗻𝘃𝗶𝗻𝗰𝗶𝗻𝗴 𝗼𝘂𝘁-𝗼𝗳-𝗺𝗮𝗿𝗸𝗲𝘁 𝗯𝘂𝘆𝗲𝗿𝘀 𝘁𝗼 𝗰𝗼𝗻𝘀𝗶𝗱𝗲𝗿 𝗮 𝗽𝘂𝗿𝗰𝗵𝗮𝘀𝗲 𝗯𝘂𝘁 𝗶𝗻𝘀𝘁𝗲𝗮𝗱 𝗶𝗻𝘃𝗲𝘀𝘁 𝗶𝗻 𝗺𝗮𝗸𝗶𝗻𝗴 𝗲𝘃𝗲𝗿𝘆 𝗯𝘂𝘆𝗲𝗿 𝗿𝗲𝗺𝗲𝗺𝗯𝗲𝗿 𝘁𝗵𝗲𝗶𝗿 𝗯𝗿𝗮𝗻𝗱 𝗻𝗲𝘅𝘁 𝘁𝗶𝗺𝗲 𝘁𝗵𝗲𝘆 𝗻𝗲𝗲𝗱 𝗶𝘁𝘀 𝗽𝗿𝗼𝗱𝘂𝗰𝘁. «According to Professor John Dawes of the Ehrenberg-Bass Institute, only 5% of B2B buyers are in-market to buy right now. That means 95% of the buyers that you reach are out-of-market and won’t buy for months or even years. And, contrary to popular belief, you cannot persuade the buyer to go in-market because they already have what you’re selling and won’t need a newer version any time soon. «Effective marketing increases future sales in future buying situations. How? By increasing the probability that the brand comes to mind when the buyer goes in-market. Simply put, the brand that gets remembered is the brand that gets bought. You can’t push buyers down a funnel, but you can, to quote Professor Jenni Romaniuk, “catch buyers as they fall”.» #BrainBranded #JanOliverHess

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