Brand

Latest

• Brand Choice in the Age of AI – Between Simple Data Logic and Emotional Connection.

  AI systems like ChatGPT, Gemini, and Perplexity are fundamentally changing how we discover and perceive brand messages. In addition to issues of machine readability, content formats that list and evaluate product features and functions are becoming increasingly relevant. For this reason, some are now arguing that the brand no longer matters. They claim that the new currency is the product’s hard facts—that is, its functions and features. The article examines GEO and the rational decisions made by AI in relation to brand perception. It answers the question of why emotional brand management is more important than ever.

  Marketing•Kai Bösterling•1 Jun 2026•8 minutes

  

• AI in marketing requires new evaluation standards

  This article argues for a paradigm shift in the use of AI in marketing: Efficiency should not be the primary goal of AI deployment. Instead, it should be quality. The quality of the customer journey. The quality of the customer experience. The quality of the product. The quality of the service. When it comes to brand experiences, the starting point should always be “strategy first” or “brand strategy first,” not “AI first.”

  Marketing•Kai Bösterling•30 Jul 2025•16 minutes

  

• Transparency is the new currency for brand trust

  David Ogilvy coined the following statement: “Great marketing only makes a bad product fail faster.” Meaning: Overpromising cannot make up for underdelivering. Savvy! Smart man. But today, this beautiful statement no longer seems to apply. We are realizing that brands want to improve their products with all their might through automation and AI, even with deep fakes and so-called greenwashing and bluewashing. Today, we can learn more about products and companies than ever before. We can research online. We can read other people's product experiences in communities or on review platforms. But at the same time, there has never been so much misinformation. This unsettles consumers. We are losing trust. We have obviously already lost trust in politics. Trust in brands is also suffering greatly at the moment. This article describes the new currency in marketing: transparency. And how brands can successfully regain the trust and loyalty of their customers.

  Marketing•Kai Bösterling•30 Apr 2025•12 minutes

  

• Creating and building a brand - branding is more than just a logo and words

  Brand creation is the creative and strategic process of turning an idea into a distinctive identity. It is like planting a seed that grows into a strong tree with the right care and optimal conditions. The key to successful brand creation lies in having a clear vision and designing all elements in such a way that they create a consistent and authentic overall image.

  Marketing•Thorsten Ruhle•26 Feb 2025•6 minutes

  

• 3 tips to strengthen brand trust online

  How can trust in a brand be strengthened? The importance of authenticity and consistency and how cooperation can help.

  Brand•Alexandra Anderson•28 Jun 2024•4 minutes

  

• Synergy between brand development and organizational development as great potential

  A powerful vision and shared values characterize the orientation of both areas. In practice, it is crucial to use the connection and adapt it individually for brands and organizations to ensure long-term success.

  Brand•Angelika Ballosch•30 Apr 2024•6 minutes

  

• Employer branding in the SME sector

  The skills shortage is affecting small and medium-sized companies in particular, and is being exacerbated by the retirement of the baby boomer generation. To overcome this shortage, companies need to appeal to millennials and Generation Z, who prefer a good work-life balance and flexible working models such as remote and hybrid work. Employer branding is the key to positioning yourself as an attractive employer.

  Marketing•Hartmut Deiwick•18 Jan 2024•8 minutes

  

• Brand collaborations and why collaborations between brands are a win-win

  This article shows how brands can gain new target groups, generate attention and optimize costs and pricing through cooperation.

  Marketing•Kai Bösterling•15 Jan 2024•17 minutes

  

• Branding a Company – Definition and Elements of Brand Building

  What makes brands (whether products or companies) transparent, clear, valid and, above all, valuable? Here is a complete guide to brand development.

  Marketing•Kai Bösterling•10 Nov 2023•16 minutes

  

• What sets me apart - The search for your own digital positioning

  In many cases, the search for good content of one's own is not very strategic or even haphazard. This is because hardly anyone sets up their digital positioning sensibly right from the start. If this is done, meaningful content will result all by itself. Therefore, the positioning should be clarified in detail before the content strategy.

  Brand•Sebastian Heithoff•18 Jun 2023•8 minutes

  

• Successful selling - digital and personal

  In the digital age, companies have the opportunity to convey both competence and passion to customers online at an early stage - just like a handshake and a personal conversation.

  Sales / After Sales•Jeanette Mutzner•19 May 2023•6 minutes

  

• Boost your brand with corporate influencers - discover top 5 trends

  Corporate influencers are employees or managers who appear on the company's social media channels as ambassadors of the brand and thus positively influence the image of the organisation. The idea is that the influencers provide authentic and personal insights into the working world and the corporate culture and thus establish a connection with potential customers and employees. This form of marketing is particularly relevant due to the increasing importance of social media and employer branding.

  Social Media•Dr. Irene Y. Kilubi•26 Apr 2023•6 minutes