References by industry
retail
Retail – current challenges
The retail sector is under massive pressure to transform: customers expect seamless omnichannel experiences, high convenience, and clear value for money – while loyalty is declining and comparability is increasing. Cost inflation, energy and personnel pressures, and volatile supply chains are colliding with a new competitive logic driven by platforms, quick commerce, and consistently data-driven players.
Brand Logic – consulting that works
This is exactly where Brand Logic comes in: we combine strategy, brand, and business model into a clear, actionable course. We sharpen the retail format (positioning, value proposition, pricing and assortment logic), translate it into a leading customer experience, and anchor it in the organization, processes, and culture. This creates differentiation, stable demand, and measurable performance – all from a single source and implemented consistently.
FMCG
FMCG – current challenges
FMCG markets are under intense pressure in terms of growth and margins: consumers are more price-conscious, switch more quickly between brands and private labels, and at the same time expect clear relevance, better ingredients, sustainability, and convenience. Retailers and platforms are increasing the pressure to negotiate, listings are becoming shorter-term, promotions dominate, and differentiation on the shelf is becoming more difficult. At the same time, media and channels are fragmenting: reach is becoming more expensive, attention is becoming scarcer – and without precise targeting and consistent activation, budgets are wasted. Added to this are more complex portfolios, pressure to innovate coupled with a high flop rate, and increasing requirements from ESG, packaging regulations, and transparency along the supply chain.
Brand Logic – consulting that works
Brand Logic is relevant in this environment because we differentiate brands in terms of maximum customer relevance. We drive growth from the core of the brand. We sharpen positioning and brand architecture, define a resilient growth logic (portfolio, innovation, price/value strategy), and materialize this in compelling communication, channel strategies, and shopper/retail execution. The result is brands that are more successful at the POS and on the digital shelf, are less dependent on promotions, and grow profitably.
Financial Services
Financial Services – current challenges
Banks today are under double pressure: structurally, margins and earnings are declining due to interest rate and competitive volatility, while regulation, compliance, and risk management are further increasing complexity. At the same time, customer expectations are shifting rapidly: digital, always-available services, simple processes, and transparent offerings are becoming the norm – shaped by fintechs, big techs, and new platform logics. This is leading to rising costs per customer, lower loyalty, and a growing challenge to convincingly combine advice, trust, and digital convenience. At the same time, many financial institutions are struggling with interchangeable and fragmented product and channel worlds, legacy IT, silos, and a culture that often slows down speed and innovation.
Brand Logic – consulting that works
Brand Logic is relevant in this environment because we bring together brand, strategy, and operating model – and use this to create clear differentiation and measurable impact. We sharpen the bank's vision of the future (what it stands for, which customer segments it wins, which value proposition counts) and translate it into a consistent customer experience across all touchpoints – both digital and personal. At the same time, we embed this ambition in the organization, processes, and culture: from sales and service logic to portfolio strategy to change implementation. This creates banks that increase trust and relevance, stabilize customer relationships, and not only plan transformation but also deliver it consistently.
Tourism
Tourism – current challenges
Tourist destinations are currently facing enormous challenges: climate change is shortening seasons, rising prices for ski vacations are unsettling guests, and consumer spending is falling sharply. At the same time, costs for energy, personnel, and infrastructure are rising, while many guests' willingness to pay is driven more by perceived added value than by the sheer breadth of offerings. In addition, the shortage of skilled workers is becoming more acute. Service is increasingly becoming a luxury product. All of this is putting enormous pressure on value creation, especially in classic winter destinations. Competition is becoming more international and digital: platforms and direct sales are changing the booking logic, visibility is becoming more expensive, and the comparability of offers is increasing. On the market side, expectations for personalized experiences, mobility, and service quality are growing. Added to this are social tensions such as overtourism, acceptance among the population, and the balancing act between value creation, quality of life, and nature conservation.
Brand Logic – consulting that works
The Institute of Brand Logic specializes in solving these challenges. Clear visions of the future put the destination on track. At the same time, we link these issues to governance, organization, and stakeholder alignment—from service providers to businesses to politicians. The result is a destination brand that stabilizes price enforcement and utilization and ensures sustainable acceptance and value creation in the valley.
B2B Industry & Services
B2B – current challenges
B2B companies are currently under considerable pressure to transform: markets are more volatile, global supply chains are more fragile, and energy, material, and personnel costs remain a constant burden. At the same time, demand is shifting – customers are professionalizing their purchasing, comparing internationally, expecting reliable delivery, and increasingly demanding services, software, and solutions rather than just products. Competition is intensifying due to new players, platforms, and direct models; differentiation through technology alone is becoming easier to copy. Many companies are also struggling with heterogeneous portfolios, long decision-making processes, and an organization that is not scaling growth and innovation quickly enough.
Brand Logic – consulting that works
Brand Logic is relevant in this environment because we systematically drive B2B growth from the brand and business model – and consistently implement it. We sharpen positioning and value propositions, organize portfolios and service architectures, and develop clear go-to-market logic for sales, partners, and digital channels.
Over the past 25 years, we have established many market leaders or strengthened their position in the market. It is our goal to lead our customers to success and support them in the implementation process.
INTERSPAR product ranges are specialists in their respective areas and offer inspiring tips for greater functionality in the home.
The products and solutions offered by wienerberger AG enable energy-efficient, healthy, climate-friendly, and affordable living.
PALFINGER develops and manufactures intelligent lifting and handling solutions worldwide that combine efficiency, safety, and precision.
For over 50 years, Finstral has been synonymous with windows and doors that impress with their technical excellence and charm. The family-owned company from South Tyrol combines traditional craftsmanship with innovative design and high-quality materials.
Today, the regional family business claro stands for perfectly clean dishes and laundry, as well as an intact environment.
Baker Ruetz sees his fundamental task as providing his customers with delicacies around the clock.
Sölden is one of the strongest brands in alpine winter sports and internationally renowned as the venue for the Ski World Cup opener, home of the Bike Republic, stage for James Bond, organizer of the legendary Ötztaler Cycle Marathon, and host of the Electric Mountain Festival.
Since the merger in Tyrolean tourism in the early 2000s, Serfaus-Fiss-Ladis has united three villages into one successful destination. With clear brand positioning, the region has developed into the leading family destination in the Alpine region.
In 1988, a visionary group of Austrian hoteliers founded a place that redefined family vacations with a focus on children's wishes. This innovative idea was met with enthusiasm and developed into a brand recognized throughout Europe.
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