The marketing of startups often differs from that of large traditional brands in the equestrian industry. Young, modern, full of energy, and, above all, you see the faces behind the brands. What is the key to successful marketing? What challenges do start-ups face in this regard? How important are events and trade shows? How can you revive a dusty traditional brand? How crucial is high-quality content? What role does social media play, and how does a brand become a love brand?