The Brand Holosphere Model: For Brand Management in Stormy Times
Brands must continue to hold the steering wheel firmly even in stormy times. Brand models help those responsible for brand management shape the central positioning. However, rapidly changing trends and technological developments increasingly force those responsible to...
5 tips for implementing company values
What company values do we stand for? It seems like a simple question. Coherent Company Values: However, when implementing the results of brand positioning studies for product or employer brands, and in team coaching, I have found that this question is not always...
Why Employer Branding only works with Corporate Branding
A targeted employer branding is becoming increasingly crucial for many companies. They struggle to attract and retain a decreasing number of skilled workers. Numerous factors make it difficult to attract and retain potential employees. Here under are a poor industry...
The path to market success: knowledge of brand drivers
Owners of strong brands are aware of the particular brand drivers that strengthen their brands and increase the probability of market success while differentiating them from the competition. Properly implemented, the brand drivers will develop their own, unmistakable...
Brand purpose as a success factor for brand strategy
What is your company’s raison d’être? What added value do you offer your customers? Why is your company better than any other at providing that? Questions such as these must be raised – and not just by start-ups. Even seasoned, long-established branded goods...