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Colourful, abstract shapes and symbols that represent different logos and brand styles

“Branded House” or “House of Brands”: The strong brand wins!

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2 Min.

Whether “branded house” or “house of brands“: when companies merge or are acquired, this always has a major impact on the brand strategy. These transitional phases are crucial and require a sure instinct, good advice and smart decisions.

At 2be, we are here to do just that – whether you want to unify your brand or consciously diversify it.

Such decisions require a mixture of caution and strategic foresight. Established and successful brands in particular should not simply be lumped together – that would be like painting over a valuable work of art without thinking. Even with a “branded house” strategy, in which all brands are brought under one strong umbrella, things can get tricky if the main brand is not positioned correctly.

Beware of brand loss: Why standardization is not always the right way to go

There are cases in which a strong umbrella brand does more harm than good if it does not have the same core competencies as the existing brands. On the other hand, the “House of Brands” approach requires a clear strategy to ensure that the individual strengths of the individual brands are brought to bear – after all, they are often the sales drivers and reach guarantors.

With the “House of Brands”, the focus is on the individual brands, each of which has a strong position in the market. For this to work, you not only have to recognize their strengths, but also make targeted use of them. This will keep your brand landscape colorful and successful! With over 20 years of experience in brand consulting and operational brand management, we are exactly the right partners to accompany you on this path.

Whether “Branded House” or “House of Brands” – we are at your side with advice, action and creative ideas. Let’s get to work together to make your brand even more successful!

Curious now?

Our contacts will be happy to help you: Matthias Brinkmann +49 (0)911 / 47 49 49 51 brinkmann@twobe.deLinkedIn

Matthias Brinkmann, Head of Sales at Rabbit Hole Group

We are strengthening the sales division at Rabbit Hole Group

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2 Min.

And here we go again: As already reported, we have been a member of the Rabbit Hole Group since the middle of the year. Matthias is now also taking on the role of Head of Sales Department and, together with the entire 2be team, is bringing his many years of expertise and extensive experience in brand management to the “Sales” to optimize their customer relationships and sales processes. We pursue a strategic approach to offer customers not just products, but real solutions that create long-term added value. Matthias will play an active role in shaping the sales department, drawing on the expertise and creativity of 2be. In particular, the interdisciplinary cooperation between the two teams will ensure that customers receive individual support and the best possible service at every step of their journey.

Annual meeting in Belgrade

Back in September, Matthias attended the Rabbit Hole Group’s annual meeting in Belgrade, where he had the opportunity to familiarize himself intensively with the team and the strategic goals of the Rabbit Hole Group. This exchange not only strengthened the team spirit, but also forms a solid basis for future cooperation in the sales area.

Sales and marketing campaigns of the Rabbit Hole Group

Synergy effects for better service

The merger of the two teams has clear advantages: The Rabbit Hole Group benefits from the synergies created by the collaboration with 2be, and customers receive even more comprehensive support. From the initial consultation to the final implementation, we are at the customer’s side to successfully implement their projects with creative solutions and real added value. The close cooperation will further expand and strengthen our expertise in the sales area.

More knowledge – more opportunities for our customers

Thanks to the partnership between 2be and the Rabbit Hole Group, it is now possible to understand customer requirements even better and implement them precisely.

“We want to offer our customers the best possible service and the Rabbit Hole Group’s expertise takes this to a whole new level” – Matthias

With Matthias as the contact person in the sales department and the combined expertise of the 2be team, the Rabbit Hole Group is therefore excellently positioned to be able to respond to the individual needs of customers in the future and help them achieve sustainable success.

Curious now?

Our contact persons will be pleased to help you:

Matthias Brinkmann
+49 (0)911 / 47 49 49 51
brinkmann@twobe.de
LinkedIn

Canva Workshop: Effective designs for more visibility and sales

Our Canva workshop: Graphics for sales!

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2 Min.

Among the applications that have taken up the fight as “David” against the giant “Goliath” and won is the graphics software Canva. The advantages that Canva has over the top dog Adobe pay off, especially for small to medium-sized design projects. Canva offers decisive strengths for sales campaigns in particular, for example in terms of digitization and flexibility.

Efficiency and simplicity in the design process

Canva simplifies design work with a streamlined, intuitive user interface and AI-powered features that enable ideas to be realized quickly and professionally. The browser-based implementation also promotes teamwork, as multiple participants can work on projects in real time. Another advantage of Canva is the comparatively low subscription fee, which also makes it attractive for SMEs to use. Particularly in the B2B sector, but also in B2C, Canva achieves a higher visibility that is supported by targeted campaigns. Canva is therefore ideal for enabling high-quality brand development in sales without having to involve external designers.

Screenshot of Canva design templates for print products such as invitations, postcards and flyers

Fast and brand-compliant implementation of sales projects

Because Canva is easy to use, even non-graphic designers in sales can quickly create print-ready materials that adhere to corporate design guidelines. Canva supports this with AI-supported features that automatically adapt colors, logos and fonts to the brand design and thus strengthen the brand identity. The platform is particularly suitable for short-term campaigns in sales, as designs can be implemented and published in the shortest possible time. Thanks to Canva’s collaborative possibilities, teams can also work together across borders. The platform supports direct networking within the team, which is particularly helpful for employee retention within the company.

Canva user interface with creative templates for

Our Canva workshops for sales – success through knowledge transfer

Our workshop offers the perfect introduction to the use of Canva for sales teams. In just two half training days (training and coaching), we teach the basics and advanced techniques required to implement professional campaigns. This enables sales teams to implement a successful content strategy independently and efficiently.

Curious now?

Our contact persons will be pleased to help you:

Matthias Brinkmann
+49 (0)911 / 47 49 49 51
brinkmann@twobe.de
LinkedIn

Matthias Brinkmann and Anton Dollmayer on their way to the annual meeting in Belgrade

Annual meeting 2024: ‘Rabbit Hole’ flying high!

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3 Min.

As reported, 2be_die markenmacher has been a proud member of the internationally operating ‘Rabbit Hole’ group of companies since mid-2024. Rabbit Hole is characterised by an extensive, IT-based service portfolio that relies on the expertise of highly specialised professionals.

Session at the Rabbit Hole Annual Meeting 2024

Within this network, we focus on our core competences in the areas of sales campaigns and brand development. Close networking within the group of companies enables us to optimise the development of our sales strategies and thus drive the success of our brand forward.

Dinner with a great selection at the annual meeting in Belgrade

Increase sales success and visibility

At our 2024 annual meeting in the Serbian metropolis of Belgrade, it became clear that the ‘Together we are stronger’ concept works extremely well! There is increasing demand for Rabbit Hole’s services, which underlines the consistently high quality. The integration of our sales and brand development services also contributed significantly to our success.

Matthias Brinkmann and Anton Dollmayer stand in front of an illuminated stone gate in Belgrade.

Participants of the Rabbit Hole Annual Meeting 2024 in Belgrade having dinner together.

Matthias Brinkmann from 2be was on site in Belgrade together with Anton Dollmaier from AD IT Systems GmbH to promote intensive dialogue with our co-specialists and provide new impetus for further development. Since our relatively recent membership, we have been able to participate in several major projects and obtain the best feedback from our clients, which has significantly strengthened our visibility and position in the market.

Close-up of a collector's pin showing a tower with hearts and flowers, as well as brochures from 2be_die markenmacher.

 

Development and optimism for the future

Rabbit Hole’s annual meeting, which took place from 19 to 22 September at the Mama Shelter Belgrade hotel, was a complete success. In addition to the ongoing development of the group of companies, which now has 255 employees, it provided ample opportunity for intensive dialogue with our co-specialists. As a small souvenir, each participant received a pin with famous Nuremberg sights, our home town. This exchange not only contributed to the further development of our own expertise, but also gave us plenty of optimism for future sales opportunities and joint brand development. We are ready to further expand our network and increase the visibility of Rabbit Hole and 2be_die markenmacher!

Curious now?
Our contact persons will be pleased to help you:

Matthias Brinkmann
+49 (0)911 / 47 49 49 51
brinkmann@twobe.de
LinkedIn

On the Pixabay homepage, users can choose from over 70,000 free pieces of music and sound effects from various artists. The platform offers a user-friendly search function to find the right music for videos, podcasts and more.

Free or AI-generated music – which is better for my project?

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4 Min.

If you only have a small budget for your projects and can’t spend a larger budget on self-composed music or licenses, you fortunately have a large selection of different options for obtaining suitable music these days.
The question“Should we use free or AI-generated music for our current project?” was recently posed by one of our customers.
Together with him, and based on our experience in the field of audio and AI, we were able to give him a well-founded recommendation.
We are happy to share our findings with you here to help you make your decision.

Free music using Pixabay as an example

Pixabay offers a variety of free music tracks and sound effects created by different artists.

Pro:

  • Created by real artists, therefore clear legal situation.
  • Over 90,000 free sound effects available.

Contra:

  • Long search times to find suitable music.
  • Different license conditions, not always suitable for commercial use.

AI-generated music using the example of Suno

Suno is an innovative AI music generator that creates unique pieces of music in a matter of seconds.

Pro:

  • Quickly create unique pieces of music.
  • Possibility to customize genre, style, mood and instruments.
  • Flexible and customizable for different projects.

Contra:

  • Commercial use requires a paid subscription.
  • Requires practice and precise input for optimum results.
  • Unclear legal situation with AI-generated content, as this can change constantly.

How does the generation of songs by AI actually work?

Let’s go through the example using the Suno platform: First we create an account, then you can describe the song you have in mind in the song description (left in the picture), similar to all AI programs: the more precisely described, the better.
Then 2 variants of songs are created for the description entered. Both instrumentals and vocals with lyrics can be generated, which doesn’t sound too bad in our opinion, especially if you need a song as background music, the creations are very suitable.

Conclusion

Both options offer advantages and challenges.
Free music from platforms like Pixabay can be a good choice for projects with clear licensing requirements and no pressing timelines.
AI-generated music from providers such as Suno, on the other hand, offers high flexibility and fast results, but requires a better understanding of the technology and may require additional costs for commercial usage rights.
It is important to always check the terms of use and license requirements to ensure that the music can be used legally.
Especially in the AI sector, the legal requirements and terms of use change quite frequently at the moment, so special attention should be paid to this.
Regardless of whether you choose free or AI-generated music, always consider the aspects of visibility, brand development and the requirements of your own project.

Further aspects

  • Digitization helper: AI-generated music can change your digital routine more efficiently.
  • Innovative strength: utilize the possibilities of AI helpersto realize creative and innovative projects.
  • Helping people to help themselves: Both options offer support in the implementation of creative ideas, be it through broad music libraries or through the adaptability of AI tools.

For the best results in your project, you should decide for yourself and choose the most suitable music option carefully, but also keep all legal aspects in mind. Curious to find out more? Our contacts will be happy to help you: Katharina ZaunerKatharina Zauner +49 (0)911 / 47 49 49 53zauner@twobe.deLinkedIn

Sources

We are joining the Rabbit Hole Group to expand our joint portfolio and offer our customers even more benefits.

“Rabbit Hole Group”: We are part of it, because together we are more!

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2 Min.

2be is now a proud member of the “
Rabbit Hole
” group of companies, a pan-European alliance of over 15 companies with a strong focus on IT-based solutions. With this membership, we are expanding the Rabbit Hole portfolio to include the following areas
sales campaigns
 and
brand development
.

Why are we involved?

Since its foundation in 2017, the “Rabbit Hole” group has established itself as a partner for corporations and large companies by building large-scale structures and offering a wide range of IT services, including mobile application development, data integration, data security and AI integration. Through our participation, we and our customers benefit from this comprehensive network and the combined resources.

Your advantages as a 2be customer:

  1. Increased resources and manpower: The merger with the “Rabbit Hole” group provides our customers with greater manpower to realize even extensive and complex projects efficiently.
  2. Improved backup functions: The Group offers robust backup functions that enable us to reliably meet even extensive catalogs of requirements and long-term contract conditions.
  3. International orientation: With the support of our partners, we can align our services and solutions internationally and thus increase our market presence and competitiveness.

The Rabbit Hole Group offers comprehensive IT services for companies.

Let’s talk today about the benefits for you as a 2be customer. Together we can achieve your goals and take your business to the next level.

Curious now?
Our contact persons will be pleased to help you:

Matthias Brinkmann
+49 (0)911 / 47 49 49 51
brinkmann@twobe.de
LinkedIn

 

Source:
Rabbit Hole Groupe

Close collaboration can also mean handing over the wheel and being able to rely on my business partner to drive the process forward autonomously.

Collaboratively developing the brand

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2 Min.

Brand development and brand enhancement are collaborative processes whose goals can only be achieved through the closest possible cooperation between brand owner and external partner.

The decisive factor for success is always the “how”. Absolute trust forms the basis for ensuring that the jointly set goals can always be achieved within the planned time frame. This means that if the customer is pressed for time, for example due to a busy schedule or competing tasks, they must have confidence in the service provider to take over and drive the process forward autonomously. The only possible alternative to this is to stop the process for a short time and adjust the targets in terms of time.

Matthias and Kathrin meeting and discussing the next brand wall

 

To ensure that such “takeover situations” remain the exception, we have expanded the collaborative aspect in such a way that a permanent and, above all, transparent flow of work and information is guaranteed. This is done in particular by:

  • Simultaneous planning and implementation of upcoming brand development tasks.
  • Consistent documentation and transparency in digital project management.
  • Realistic scheduling and regular “2-hour jour fixes” to coordinate and understand current tasks.
  • Presentation of work or communication processes in order to continuously improve them together.

Regular steering committee meeting with all those involved on site

Only a clear distribution of tasks, a transparent schedule and trust in the team will allow the project and the team to remain successful.

 

Curious now?
Our contact persons will be pleased to help you:

Matthias Brinkmann
+49 (0)911 / 47 49 49 51
brinkmann@twobe.de
LinkedIn

Kathrin Hasseler
+49 (0)911 / 47 49 49 54
hasseler@twobe.de
LinkedIn

Accelerate internal processes with ChatGPT and Midjourney

ChatGPT and image generation: our AI workshop and the future of visual and textual content

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2 Min.

The results that applications of artificial intelligence have yielded in a variety of different environments have recently surprised even notorious AI skeptics. The opportunities that have opened up here now extend far beyond a purely technical level (for example, in the area of digitization or automation) and seem to be establishing themselves in other core areas of companies or institutions as well. This also includes the “creative and creative” part , especially when it comes to generating texts, images and videos. The goal here is to hand over the “unloved” tasks to the AI in order to be able to devote more time to the creative and productive challenges.

Maximum efficiency through AI

Value creation processes improved or accelerated through the use of artificial intelligence form a key here for taking sales campaigns and brand enhancements to a new level. But how can our customers create clarity for themselves as to where they can use AI in the most beneficial and maximally efficient way within their individual environment?

In order to get an exact overview and insight into the different applications and the possibilities, we offer either half- or full-day workshops.

Self-experiment: We asked Midjourney to reinterpret our brand wall. The results were very interesting and inspiring. Would you have recognized our brand wall?
We asked Midjourney to reinterpret our brand wall. Would you have recognized our brand wall?

Master AI applications in our workshops

In our AI workshops, we not only demonstrate the current tools and possibilities of AI in design drafts and concrete creation, in the construction of videos or in the creation and translation of text content: we also work with you on concrete practical processes in which we show and train with you how to use ChatGPT, Midjourney can be precisely tailored to your needs. This ranges from faster research options and the creation of impressive scribbles to full image generation and drafts for editorial copy!

Curious now?
Our contact persons will be pleased to help you:

Matthias Brinkmann
+49 (0)911 / 47 49 49 51
brinkmann@twobe.de
LinkedIn

Katharina Zauner

Katharina Zauner
+49 (0)911 / 47 49 49 53
zauner@twobe.de
LinkedIn

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