Do we have something to say? Sometimes we do.
MARKENARTIKEL
Vt=Vn*T^2 – How to turn customer experience into the operating system to create new value
Companies that want to survive in the digital age must make customer experience the operating system of their entire way of thinking and acting. This is the only way to generate new added value for their customers and the business itself. The extent to which the customer trusts the brand is one of the most important building blocks for success. This makes customer experience the new formula for brand success.
Click on the image on the left to find out more about how you can achieve this goal. You can find an English version here.
Source: Felix Stöckle, Markenartikel, issue no. 12/2017, markenartikel-magazin.de
SPRINGER GABLER
Designing successful brands – the 20 most important principles of brand management
What makes brands successful? And as a brand manager, what do I need to pay attention to in order to successfully develop my brand(s) in the 21st century?
The book, written in collaboration with David Aaker, the founder of modern brand management and inventor of ‘brand equity’, and Prof Dr Florian Stahl, holder of the Chair of Marketing at the University of Mannheim, focuses on the 20 most important principles of successful brand management that every successful brand manager should have in mind and take into account.
SCHÄFER POESCHEL
Brand experience – inspire on point at every touchpoint
You have a clear customer experience strategy? You understand the customer journey? But how do you need to set yourself up as a company in order to actually deliver what you want to offer your customers as an experience at every touchpoint?
To answer this question, I contributed a chapter to Andreas Baetzgen’s book entitled ‘Connecting the Dots – understanding the complex relationships between customer journeys, touchpoints and the business ecosystem’.
SPRINGER GABLER
Communications in digital transformation
What needs to be considered in brand management in the digital age? What requirements arise from new channels and touchpoints? And how can these be used and utilised successfully?
I contributed a chapter entitled ‘Corporate branding in the digital age – from mission statement to stakeholder experience’, which describes the complex requirements of breaking down and implementing a company’s purpose across all touchpoints with all stakeholder groups.
