porto Tragetaschen: What Successful Brands Do Differently

Ideas That Drive Business:
What Successful Brands Do Differently

While many companies are struggling with consumer reluctance, cost pressures, and uncertain markets, others continue to grow. What are they doing differently?

The answer rarely lies in a single marketing initiative. What stands out, rather, is how consistently successful companies define their strengths and bring them to life at as many touchpoints as possible.

Rituals: Turning Products into an Experience

Rituals increased its revenue by 16 percent in 2025 to 2.43 billion euros. The brand has long since expanded beyond just cosmetics and fragrances. Its stores, products, consulting services, and packaging all come together to form a cohesive brand experience.

The idea: Even everyday products can become something special when the experience surrounding them is special.

Birkenstock: Showcasing Your Own Value

Birkenstock also grew by 16 percent in 2025, reaching 2.1 billion euros. What began as a functional product evolved into an international lifestyle brand—without compromising its core values of footbed design, functionality, and quality.

The idea: Brands don’t have to constantly reinvent themselves. It’s often more successful to consistently highlight their existing strengths.

Fielmann: Reliability as a Brand Strategy

In 2025, Fielmann increased its consolidated revenue by 7.4 percent to 2.435 billion euros. Here, brand strength stems less from lifestyle and more from a consistent commitment to customer focus, service, quality, and reliability.

The idea: A strong brand doesn’t have to be loud. It must credibly deliver on its promise.

Nespresso: Turning Touchpoints into Brand Experiences

Nespresso achieved 6 percent organic growth in 2025. The brand impressively demonstrates how an initially ordinary product can evolve into a unique brand experience.

The store, product presentation, and packaging are not viewed in isolation, but as parts of the same brand universe.

The idea: Successful brands transform necessary touchpoints into valuable touchpoints.

And what does that have to do with shopping bags?

More than meets the eye.

With consistently managed retail brands, it’s clear that the brand experience doesn’t end at the checkout. Even the packaging and shopping bags are deliberately designed. This makes sense: Why would a brand invest a lot of money in its product, store, communication, and corporate design—only to take a haphazard approach to the very item the customer will then be seen walking around town with?

This is precisely where an opportunity lies for small and medium-sized businesses as well.

A custom shopping bag doesn’t automatically have to be an expensive, luxury solution. Material, size, color, print, handles, and print run can be combined in a way that aligns brand impact with budget.

The key is to set the right priorities.

After all, a cheap, off-the-shelf bag isn’t automatically the most cost-effective solution. If the color, size, and design don’t align with the brand, the bag may serve its practical purpose—but the opportunity for brand recognition and a professional brand image remains largely untapped.

Conversely, not every brand needs embossing, specialty paper, or elaborate finishes. A simple, well-designed custom bag can already achieve exactly what matters: standing out, being recognizable, and fitting the brand.

That’s what makes the examples from Rituals, Birkenstock, Fielmann, and Nespresso so interesting. Their brands differ significantly. Their physical touchpoints can look just as varied. The key isn’t to invest as much as possible, but to consistently invest in the right things.

The Idea for Your Business

Take a look at the touchpoints your customers actually hold in their hands.

Does the packaging live up to your quality standards? Is your brand recognizable even without a large logo? Would customers willingly use your bag a second time? And is it really worth basing your decision here solely on the lowest unit price?

A custom shopping bag isn’t an end in itself. When designed correctly, it’s a relatively simple way to combine brand, visibility, utility, and budget.

Perhaps that’s exactly the kind of idea that drives business.