It’s probably the most powerful content strategic tool available: the content audit. No matter what you want to improve on your website, analysing your current content situation is key for…
Author: Max Sommer
Max Sommer is a specialist and advisor in the fields of content marketing, content strategy and brand management. He is head of the department "Brand & Content Marketing" at the international high tech company Anton Paar.
A well-elaborated message architecture is key for successful brand communications. It lays the foundation for visually and verbally consistent communication and a great user experience. In this article I’m going…
In part 1 of this series of articles, we discussed the importance of differentiation for brand management. We learned how to successfully position a brand through perceptual maps and how…
To me, brand management is the most powerful tool when it comes to shaping a company’s reputation. For many marketers though, “branding”, “brand management”, or sometimes also called “brand building”…
In a digitized world, where web 2.0 empowers people like never before, brands face the challenge that their fans can follow and rate them with every step of their way…
Creating an engaging brand commercial is mostly time consuming and requires expensive video and storytelling experts. For marketers and brand builder it’s a balancing act to create a brand movie…
Everybody who’s in charge of a business blog or a website is well aware of how important it is, to continuously monitor the most important KPIs. Google Analytics and many third…
As digitalization constantly causes upheavals, the need to clarify communication responsibilities within organizations is increasing dramatically. While marketing with all it’s sub disciplines is about to flourish, the question is:…