The Myth of Brand Power in a System Market

Show notes

Episode 10:

No brand is too big to fail in German retail.

In this episode, Jan Wapelhorst closes the second block of Decoding German Retail with the most important insight of the series so far: brand power alone will not save you. Drawing on real examples — Mars, Kellogg's, Unilever — he explains why even global giants lose in Germany, and what system relevance means as the actual key to sustainable success.

Topics covered: brand power vs. system relevance, discount effect, private label sophistication, Mars/Kellogg's/Unilever conflicts, consumer loyalty dynamics, pull model failure.

Connect with Jan Wapelhorst on LinkedIn for weekly insights on German retail.

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