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

  

• 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

  

• 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

  

• Metaverse - The Future of Facebook?

  Facebook tries to distract from its negative press in October 2021 with the magic word "Metaverse". What is behind it still seems rather vague. Second Life and the Gogle Glass were attempts that went in a similar direction, but were unsuccessful. We will know more in 2030. Zuckerberg wants to have introduced Metaverse by then.

  Trends•Prof. Dr. Walter Simon•21 Oct 2021•3 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

  

• 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