CEO Branding
The Boss as Brand Ambassador
CEOs represent their brands on the front line. Those perceived as authentic representatives of their brands are outstanding brand ambassadors. Continue »
Brands and Music
How music can complete a brand image
Using music to give a brand an additional emotional dimension makes good sense. Ideally, however, this process should only be viewed as an additional branding feature: it is a component in multi-sensory communication strategies, and employing audio branding can complete a comprehensive brand image. Continue »
The Brand-based Competence Model
Positioning the brand within the employee behaviour
Employees constitute a key success factor for companies – especially in the strongly developing services sector. Yet often employee conduct is the predominant weak link in the client and brand experience. This calls for rigorous alignment of employee assessments oriented toward the brand. Continue »
Internal Branding
What moves employees
A company that wants to be able to motivate its workers during times of transition needs one thing in addition to courageous decisions: an identity. This is something that will not create or convey itself automatically. Continue »
Employer Branding
Potential in Crisis
Employer branding is one of the most commonly quoted buzzwords in the war for top talent. The term is understood in as many different ways as it is used. An examination of the subject. Continue »
A Brand – More than just a reputation
The relationship between brand and reputation
The brand itself steers corporate image. Consequently, only a common brand and reputation management can provide the appropriate instrumentation for managing communications. Continue »
Recipe for success for internal branding projects
Ten criteria for success, one shared basis: the brand
Loyalty programs are currently experiencing a revival, especially in economically difficult times. Synchronization with the brand strategy is one of the most imperative criteria for success. Continue »
Real estate Branding
When Living Space Becomes a Brand
Something that is considered a decisive success factor for companies and products is still largely unknown in the location promotion and area development sectors. Continue »
Social Media
Brands and Social Media
The one-dimensional Web site is a thing of the past. Social networks are the core of Web 2.0: Web-based platforms with dialogue. Continue »
Branding know-how
A strong brand's success is backed by expertise, approach, style - in depth understanding. We put our finger on the primary concepts that are integrated into the strategy, the creation, and the professional management of brands. Continue »
