-
German Market Entry: What Goes Wrong and What To Do About It
Your B2B or B2C business, or even harder: SaaS, has been in Germany for months (or you plan to enter the German market). The pipeline is thin, growth is behind plans, and uncomfortable questions arise. Here’s what could went wrong and how to know if it’s fixable. Request a meeting Is this your GTM story?…
-
Spotting AI Images: Labelling via „Content Credentials“
How do you tell whether an image has been generated by AI — or whether it’s a genuine photograph? As a John Doe, the guy next door, normal people, at first glance? Barely at all. In the sense of „not at all“, because image and video generators keep getting better. So let’s simply accept that…
-
How do LLMs „brains“ „work“: Tokens and Vektors visualised
Large Language Models (LLMs) like ChatGPT or Claude impress with their ability to create human-like text. But how do these complex systems actually work? The answer lies in how they process language: through tokens and vectors. To make these abstract concepts more tangible, I had an interactive 3D dashboard developed (No Code, with Claude) that…
-
Longevity Marketing: How Brands and Customers Find Each Other
Having nine lives would be brilliant, but alas, we’ve only got one. That’s why longevity is becoming increasingly important. Certainly, concepts like „eternal life“ or „avoiding reincarnation“ are fascinating topics, but here we’re focusing purely on our earthly existence. Medicine plus „Life“style = Longevity What do people truly want: To reach an ancient age? Not…
-
Claude: What Can Anthropic’s AI Do?
While not as well-known as ChatGPT, Anthropic’s AI Claude is worth exploring. I appreciate its built-in privacy protection and high-quality outputs. In this article, I’ll introduce some of Claude’s features (such as Artifacts with interactive dashboards or generating editable SVG graphics), share a few tricks, and explain how to use the API through the „Workbench.“…
-
ChatGPT: Overview, use GPTs, alternatives
ChatGPT, in short ChatGPT is the chatbot brand of the company Open AI. Behind it lies a generative artificial intelligence (AI / GenAI) that answers (and asks) questions of all kinds – in the form of chats, i.e. question-and-answer games. The official launch was in November 2022, and since then there have been continuous updates…
-
Transcreation requires courage
Transcreation is the somehow strange hybrid discipline born from the worlds of translation and marketing. What sets transcreation apart from translation is that it demands courage—because without it, you end up with wishy-washy marketing copy that fails to meet expectations. And as it’s about transcration you can read this article also transcreated to (or, basically,…
-
AI Consultant: What a professional can do for you
As a company searching for AI consulting or an AI consultant, you are faced with new hypes on a daily basis, talented salespeople, snake oil, and real (generative) AI breakthroughs that are actually commercially usable. The problem: What to do? Buy a set of niche AI tools and weld them together, and change the processes…
-
Sustainability Copywriter: Expert or Allrounder?
When searching for a sustainability copywriter or a CSR freelancer, the question arises whether to opt for an expert or an allrounder. My advice is to look for people who are both, well, as you can imagine, like me. Of course, selecting an experienced copywriter familiar with sustainability reporting is a no-brainer. You don’t have…
-
What is Marketing? The real 4 P’s (including „C“)
Marketing is as old as mankind: You have an offer that someone else should accept. A market-oriented offering – an ice cream truck at the beach on a hot summer day – is successful marketing when combined with a strong sales model, while selling sand in the desert will be challenging. The daily routine shows…
