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?...
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...
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...
Brand Authenticity: Why Values and Actions Must Align
Future-oriented companies develop values, formulate missions and visions, and look for an appropriate tone of voice for their communication. At the...
AI Persona Avatars as a New Interface to the Target Audience
Companies invest significant budgets in market research. Yet in practice, a familiar problem repeatedly emerges: The insights gained end up in...
Innovation Development – Between Excitement for Ideas and the Reality of the Target Audience
Innovation projects almost always begin with enthusiasm. There are ideas, sketches, technical possibilities. Teams talk about scaling,...
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