The brand key in the digital age
For brand positioning, many companies use models such as the brand key or the brand steering wheel. Other figurative models include the brand pyramid, the diamond, or the lighthouse. These models usually contain elements such as functional and emotional benefits,...
Brand Management – Between Tradition and Transformation
The digital transformation continues to strongly influence brand management. Only those companies that manage to maintain their brand essence and still adapt to the changing contextual conditions or set visionary impulses themselves will remain successful. To this...
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...