Here you find an overview of our latest articles and publications. Most of them are in German.

Munich, Cologne january 2018

The book “Strategic Management of Humanitarian NGOs” describes in contributions the increasing professionalisation of humanitarian non-governmental organizations (often called non-profit organizations). It shows how powerful beliefs and modern corporate governance, how mission and management connect to effective and successful action – especially in humanitarian crises and disasters.

Our contribution “Non-Profit Branding” is about exactly this increasing professionalization in the area of ​​branding. In the past, NGOs defined themselves from the self-conception of their social commitment, which did not need to further justify their right to exist. Today, they are concerned with stronger market orientation and a self-conception capable of communicating. Market and brand education has arrived after the product, material and services in the cultural and social services. Non-profit branding – branding in nonprofit organizations – has become a young discipline of marketing.

The 18 contributions combine – also critically and self-critically – to form an up-to-date overall picture of the strategic management of humanitarian NGOs.

Interested? Here you will find the book or just our individual part at Springer Verlag.
 

A new attitude for the supplier industry

The German automotive and supplier industry will finally change. The reasons are to find in the consumption and emission problems of internal combustion engines. At the upcoming IAA 2017, concept vehicles from the supplier industry will be presented, which should meet the forecast growth rates of more than 100 percent for the new technology. However, there are increasing concerns about whether the German automotive industry will master the change. Much too late was jumped on the train to electric mobility. Displeasure, irritations and fears shape the landscape.

OEM&Lieferant September 2017

 

Growth with system

“The change from product to system provider holds great potential for companies.” Fridolin Dietrich in an interview with the Labnews of Kulzer Dental. ”

Kulzer Labnews March 2017

 

The sharper, the better

“For 90 percent of marketing decision-makers in the industry, differentiating positioning is one of the biggest challenges.” Brand study Dietrich Identity 2016.

OEM&Lieferant March 2017 Dietrich Identity

OEM und Lieferant 09/2016
 

The brand as a relationship instrument

A result of this year’s study among our customers has provided a particularly interesting insight. Respondents indicated that the most important characteristics of a brand are credibility and a high power of differentiation. Not really new. But the biggest challenges lies in the development of brand values and a differentiating positioning.

OEM_Lieferant_092016_Dietrich ID

 

From the inside to the outside

Even non-profit organizations (NPOs) have to convince the population of their existence. Regardless of their size, they need a brand to understand their own values and to make the benefits clear. To determine your position, is a important process which can not be outsourced.

Die_Stiftung_Juli_2016

 

The brand as a leader - services need a clear plan

Service-brands have it much more difficult compared to consumer brands to establish themselves with profile and
positioning in the minds of consumers .
(Published 2015)
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Strong appearance - corporate branding in the hospitality industry

Brand consultant Fridolin Dietrich shows the example of a catering company in the development and impact of a new brand .
(Published 2015)
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Brand portfolios – Recognition made easy

Brand portfolios – Recognition made easy
Interview with brand consultant Fridolin Dietrich about logos, brands, products and suitable strategies.
(Published 2015)

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Brand language – Expertise in a nutshell

Fridolin Dietrich talks with OEM & supplier about claims, slogans, and the personal self-perception.
(Published 2012)
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New Appreciation

In a time where customers often know more about brands and products as their producer themselves, companies need to reevaluate.
(Published 2012)
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Operation Brand

Fridolin Dietrich on brand strategies for hospital mergers.
(Published 2012)
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Audi- from “conservative to a trendsetter car”

Interview with Fridolin Dietrich on the repositioning of a brand.
(Published 2011)
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The future of the supplier industry

Innovations as a brand benchmark.
(Published 2011)
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One click, one brand – all identity

Brand management on the internet for a B2B company.
(Published 2011)
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Motivation technique Brand

Good experiences from the company WMH Herion.
(Published 2010)
Read the full article.

 

Efficiently creating corporate communication

A consistently developed corporate identity strategy helps going forward.
(Published 2009)
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Successfully cooperating by communicating

The most important condition for success of teamwork is the vigorous communication of all those involved.
(Published 2007)
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The convention stand – the well-staged brand

Conventions are on the rise. This year every third communication activity in the B2B-area is tied to a convention.
(Published 2007)
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Competition and growth strategies

What holds the core strategy for growth together?
(Published 2007)
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Key factor Brand

How logistic companies can become a brand.
(Published 2007)
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Incentive for employee motivation

The motivation of employees is based on four central terms. Identity, communication, image, and culture – Fridolin Dietrich on Employees and Companies.
(Published 2006)
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The Zebra principle

How communication by IT- companies can be programmed for success.
(Published 2006)
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The Brand as a Compass

Brand management for IT Media.
(Published 2004)
Read the full article.

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