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.
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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?
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
With the brand strategy we lay the foundations for a strong brand. Why this basis is so important especially in the digitised world?
The brand experience is the benchmark and guideline for the encompassing design of the brand. Which cornerstones are effectively responsible for the experience?
The realisation of an appropriate market performance is signified by steadily increasing requirements. How you can manage this digitally caused increasing complexity?