Brand

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• Employer Branding Storytelling - How to make your company more human

  In this article you will learn what storytelling is, why you should use it for your employer branding and get techniques and practical tips to spread your stories externally and internally.

  Culture•Johanna Ehses•14 Nov 2022•6 minutes

  

• Using artificial intelligence in communication

  Artificial intelligence in corporate communications is becoming increasingly important. It is changing the way market participants exchange information and - whether we like it or not - is leading us into a new era.

  Brand•Prof. Dr. Gerald Lembke•25 Aug 2022•7 minutes

  

• 5 Pinterest Advertising Formats Explained - The Underestimated Social Media Platform

  When it comes to social media advertising, many people think of Facebook, Instagram, or the rising star TikTok. Pinterest usually flies under the radar, even though the network has been around since 2010. Too bad! Because one thing can be said in advance: Compared to other platforms, Pinterest offers advertisers much less wastage.

  Digital Marketing•Philipp Reittinger•2 Feb 2022•4 minutes

  

• The Purpose in the Company - From Vision to Strategy

  Companies need a vision, a mission and the corresponding strategy to make society and the environment better. This should always have been the case. But now it is assumed by customers. That's why it makes sense in marketing to use the terms "vision", "mission", "strategy" or even ... "purpose" as a clear semantic convention. It is important what comes out at the end - namely the irrefutable positioning of a brand - but to clarify an optimal process within a collaboration in the brand team, it is important to have a clear understanding of the terms.

  Strategy•Kai Bösterling•3 Jan 2022•11 minutes

  

• Customer Success - What does it mean?

  This article serves as an introduction to the topic of Customer Success. Readers will learn what lies behind the buzzword and why it is worth introducing Customer Success as a strategy in corporate planning. They also receive tips for Customer Success measures in various phases of customer contact.

  Processes•Tatjana Galinker•16 Nov 2021•8 minutes

  

• Creator Economy - how to capitalize on authenticity

  The Creator Economy is a megatrend. It competes with established companies by eliminating intermediaries with innovative peer-to-peer business models. To be successful, creators must be all-round talents.

  Trends•Simone Belko•11 Nov 2021•6 minutes

  

• Digital design for successful online presentations and more

  Successful digital design, is exclusive to a company's corporate design and stationery, creating unique visual experiences on screens.

  Brand•DIGITAL BREAKFAST•27 Oct 2021•5 minutes

  

• Do you only have a logo, or an actual brand strategy? - 5 Steps towards a brand strategy

  Your brand is what other people say about you when you're not in the room - says Jeff Bezos when talking about the brand. This article, will talk about brand strategy process that serves as the seed which will incept that conversation about you on your user's mind.

  Brand•Leart Zogjani•15 Sept 2021•8 minutes

  

• Collective intelligence - how you benefit from the crowd

  What do crowdsourcing, crowdfunding and crowdmining have in common? The collective intelligence of the community creates new value through social collaboration. How does open innovation work?

  Brand•Simone Belko•25 Aug 2021•7 minutes

  

• Briefing an Agency - Stop Wasting Money, Better Invest in Your Brand

  One of the most expensive mistakes that companies do when working on their branding is that they treat branding only as a prettifier of the company. Branding should help you reach your company goals in revenue, user acquisition, market expansion or whatever they may be. It should help you communicate best with your audience in order to reach those goals. As such, the process is not quite so straightforward.

  Better Practices•Leart Zogjani•1 Jul 2021•7 minutes

  

• Community building - 6 myths about novel brand strategy

  Brand communities are communities among customers based on a common bond with a brand. It can be a company, an individual, or an idea. Customers gradually become fans. But the strategy of community building is still quite new, which is why many myths have formed around it.

  Brand•Dr. Irene Y. Kilubi•15 Apr 2021•4 minutes

  

• Brand Safety - Buzzword or Threat?

  Brand Safety - Just a buzzword or a big danger for brands and companies. We clarify and explain why not only CEOs and CMOs should know about it.

  Brand•Thomas Koch•31 Mar 2021•4 minutes