IN OUR DIGITISED WORLD, BRANDS MATTER MORE THAN EVER. Beside all technical, processual and resource related challenges a more and more digitised market environment implicates, you can detect one constant: the brand. It is and stays crux of the matter of a viable business model. Especially in times of inflationary offers and product variants it gives orientation and clarity for the purchase decision. That’s why a strong brand forms the basic prerequisite for a successful market performance. If you are interested in a proposal for bringing your brand to higher performance, write a short message to us:
Today we are engaged with a multitude of buzzwords. It is not only about e- or mobile commerce, but brand commerce, the fusion of brand and shopping experience. Changements linked to it ask for new digital operating marketing models that are able to decrypt the digital shopper genome and to enable new ways of customer segmentation. The appropriate marketing automation has to be secured in line with an omnichannel approach. Marketing platforms, technologies and infrastructure will accompany us as general issues for a longer period, as well as more specific topics – such as dynamic pricing or predictive analysis. But beside all these important concepts and tools, the brand story – actually the uniqueness of its identity – stays the decisive criteria for the success with people. Only if it is clear why a brand is here and how it is characterised, the different activities and technologies will function and be able to take effect. Like following an ever similar scheme, after technological phases of hype and innovation one reflects and returns to the very core question: does my brand (still) dispose of a strategy with which we can reach our customers?
As soon as the question of the brand and it’s reason for existence is answered, we are allowed to address the most discussed subject: the customer experience. It is mostly about quality and relevance. Quality of processes and behaviour ensure a sound basis for a positive customer experience. Relevance plays the pivotal role as far as content is concerned – successful content marketing requires the workflow and knowledge to be able to produce the appropriate, i.e. relevant content. Many brands today are facing this challenge. At the end of the day it’s about linking content with processes and creation with technology. If you are interested in how to connect your brand with the appropriate story and how to design customer experience with interdisciplinary teams, please arrange an appointment:
3 Cornerstones of Brand Success
BRAND STRATEGY With the brand strategy we lay the foundations for a strong brand. Why this basis is so important especially in the digitised world?
BRAND EXPERIENCE The brand experience is the benchmark and guideline for the encompassing design of the brand. Which cornerstones are effectively responsible for the experience?
BRAND PERFORMANCE The realisation of an appropriate market performance is signified by steadily increasing requirements. How you can manage this digitally caused increasing complexity?