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…
Category: BRAND BUILDING
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”…
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…
Every weekend I spend quite some time reading my favorite blogs. Mostly I choose articles, which cover the topic content marketing. After reading them, I often feel frustrated: Most people…
Many communications experts and marketing enthusiasts speak about brand storytelling. It seems to be the solution for every communication problem and the core of every content strategy. But knowing the brand…