Agencies should also apply the brand principle to themselves.
„"What makes our clients tick, and what do they value about us?" When I work with independent agencies on their positioning and marketing, we usually arrive at this question very quickly. Interestingly, most agencies find it difficult to answer for themselves, even though they ask their clients the same question. Yet, for the […]
Experts Talk: Holger Meyer on digitalization in the regional bank
Holger Meyer is a keynote speaker at this year's Brand Forum in Brand/Vorarlberg (June 23 & 24, 2023). In his role as Chief Digital Officer at Volksbank Raiffeisenbank Itzehoe, he will discuss how brands can build and strengthen trust in times of transformation. Christian Prill is a volunteer board member for Germany at the Brand Club. His main occupation is […]
Trust as the foundation of the brand: Brand Bowl Hamburg in March 2023
Rolls Royce, the cooperative bank PSD, and the stain remover Ace. What do they have in common? They are brands subject to the principles of brand management. Ultimately, the bottom line for all of them is that brands are social alliances built on trust. This was the focus of the Brand Club event "Brand Bowl" on March 21st in Hamburg, which Christian Prill hosted in his capacity […]
Experts Talk: Michael van Droffelaar on sonoro and brand management
Michael van Droffelaar is a keynote speaker at this year's Brand Forum in Brand, Vorarlberg (June 24-26, 2022). In his role as Director of Brand & Communication at sonoro, he will discuss how to mobilize the people behind the brand. Christian Prill is a volunteer board member for Germany at the Brand Club. His primary focus is on market penetration for design agencies and […]
The cow as a touchpoint: Experiential farming becomes a brand
Driving a Tesla to pick strawberries. But not just to the countryside, but rather to a staged agricultural experience. This trend offers opportunities for building sustainable experiential brands, as many examples demonstrate. While rural life and agriculture were once associated with the idea of hard physical labor, today they are primarily associated with members of the post-industrialized middle class […]
How much sense does brand meaning make?
To counteract their progressive loss of relevance, brands have recently been focusing on meaning- or purpose-driven offerings to revitalize themselves. Some are overdoing it. Now is the right time to critically examine the positioning of brands and their purpose-driven offerings. Brands have always experienced a loss of relevance, much like churches, political parties, and […]