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Success is based upon clear understanding

Success is based upon clear understanding

Brander’s technical articles highlight interesting topics, strategies, opinions, facts and trends relating to branding. They demonstrate our expertise, our competence, our attitude and our style.

Omnichannel branding to develop integrated customer experiences

Digital networking is moving forward at a fantastic pace. People are using physical and digital channels in parallel, in fact even simultaneously, with in-store shopping and e-commerce existing hand-in-hand for some time now.

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Strategic Relevance of Brand Management in a B2B Environment

It is an often-heard and stubborn preconception that brands play a secondary role in the B2B environment. Yet precisely in a B2B context core brand functions such as generating trust, employee identification and efficient communication are especially relevant.

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A Brand-Behavior Roadmap

The terms employed in internal brand management are diverse: Internal Branding, Behavioral Branding, Brand Engagement, or even Brand Driven Change Management. In essence they all deal with the relationship between the brand and its employees.

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My Bank – My Brand?

If I had to select a bank in Switzerland, which would I choose: Cantonal Bank, Raiffeisen, Migros Bank, UBS or Credit Suisse? Or would a private bank fit the bill better?

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The Future in Brand Design

In recent years, branding has developed into a strategic corporate function. What challenges does this demand imply for the professional profile of brand design?

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Storytelling

Stories have an impact and follow their own logic. A fact already well understood in ancient times when rhetoric, the art of discourse, played a central role in the canon of knowledge. We experience the world through stories.

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