Vom Markenversprechen zum Kaufgrund: Vier Prinzipien für Marken im Aufbruch
von Max Winterhoff Zwischen einer klugen Positionierung und ihrer Wirkung im Markt liegt die eigentliche Arbeit: nach innen die Organisation verändern, nach außen das Kundenerlebnis prägen. Vier Prinzipien zeigen, wie Marken dabei zur ersten Wahl werden. In fünfzehn Jahren Strategie- und Markenarbeit habe ich manches Konzept entwickelt, das später als dekoratives Poster im Konferenzraum verendete. […]
Brand in dialogue „A mixed sentence“
„If you don’t do it yourself, someone else will.“ The Brand Club Austria hosted a discussion on August 18, 2020, with top winemaker Michael Edlmoser and wine writer Gerhard Heczko. Moderated by Charlotte Hager (Managing Director of the Brand Club), the discussion took place during a wine tasting at Restaurant Schubert in Vienna’s first district, focusing on the Viennese blend of mixed and blended wines […]
Brand Day City Brand Bamberg
Bamberg's city marketing department has received numerous awards, and Klaus Stieringer was named "German Cultural Manager of the Year 2014." During a tour of Bamberg, he impressively explained to the Brand Club how to manage a World Heritage city and transform it into Germany's most event-rich city. How did Bamberg become an attractive cultural destination? The initial goal was to create a sophisticated and […]
Stiegl Brand Day
Brewing at its finest. On a glorious sunny July morning, Dr. Torsten Pedit, Head of Marketing, welcomed the Brand Day participants to the Stiegl Brewery World and, as the first of four Stiegl experts, offered surprising and – even for brand managers without a beverage portfolio – profound and inspiring insights. “Brand management doesn’t necessarily have anything to do with marketing; after all, Stiegl had the first few […]