Brand

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• 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

  

• 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

  

• 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

  

• 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

  

• 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

  

• Employer Branding explained - Definition and Dimensions of Employer Branding

  What is Employer Branding and what are the different aspects of it. The article explains all the important points to get a first overview of the topic, to understand which alignments there are and which elements are important in employer branding.

  Human Ressources•Johanna Ehses•15 Jul 2022•8 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

  

• 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

  

• 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

  

• 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

  

• Service Design - How customer experience creates added value

  Tldr: Improving brands means improving service systems. Products are becoming more and more similar. The competition is getting bigger and bigger. The demand is finite. Most markets today are predatory markets. Even in new markets, consolidation through displacement takes place quite quickly, as currently shown by the fierce competition in the e-scooter segment, for example. Service is the real differentiation factor, which is why we choose products and repeat purchases. Service shows the company's attitude, how it really promises to meet customer needs. We should understand marketing as a moment of truth in every customer contact, as an attitude that the brand has a decisive influence on the feelings, thoughts and actions of our customers, users, referrers, fans and consumers. A product without service design is not a product. Service is what makes a product come alive. Service makes the attitude in a product tangible. Service makes a brand successful.

  Strategy / Vision•Kai Bösterling•14 Oct 2020•15 minutes