It's a mixture of passion, conviction and market expertise. When everything fits, new worlds are created from names and products that inspire consumers and stay with them for the long term. Success is not always predictable. That's why brands need courage above all else. You have to hit the right moment and work on it persistently. Because making brands is like working on a hit: some only work for one season and others become classics. The MBG Group has it all: we try, we think and we weigh things up. In the end, however, we always let our instincts and feelings decide on the new sales drivers. In short: we do it.