Loyalty

Latest

• 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

  

• 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

  

• 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