Brands today are faced with the major challenge of having to hold their own in an increasingly complex media landscape. The identity of many big brands is affected by the world of print and TV marketing: print with clear, single-minded messages, TV with the art of storytelling.
Digital marketing success is governed by rules significantly different to those applicable in the “old world”. Next to a clear message and relevant stories, online communication needs interactivity and engagement. Many brands today practice trial & error in new media – but often even a single action is damaging for a brand.
We advise marketing leaders holistically: developing and crafting the brand personality and ensuring the strategic alignment of the brand across all communication channels.
Digital marketing requires a comprehensive re-thinking of brand communication. It is not only the medium of communication and the advertising channel that determine the success of a brand; it is the integrated brand personality that needs to be reconsidered today and that has to develop new ways of communication to be holistically successful.
There is no single way to success in integrated brand management. What is efficient and image-enhancing for one brand can be self-defeating for another. Accordingly, “the more integrated the better” does not always hold true. Every brand should determine its own optimal degree of interactivity and engagement and develop strategies accordingly.
Following our digital potential criteria, we provide a brand check and determine the optimal strategy. One of the options is “Monitoring” as preparation for the launch of digital brand communication. The active strategic options range from “Listen, Learn and Respond” – using the web as a vast source of information and insights on consumers and brands – and “Selective Focus – Cherry Picking” – opening up as much as necessary, utilizing as much as possible – to “Integrated Multi-Channel Communication ”. The latter option makes use of the complete range of integrated communication. The endpoint of the strategic spectrum is the utopia “The sovereign consumer controls the brand ” – the highest degree of brand democratization.
Our set of criteria serves to individually identify the optimal strategy for each brand, which is the foundation for idea and concept development.
Does my brand have to be on Facebook? Is a good website sufficient? Is the internet only relevant for specific target groups or products? Do I just switch my promotions from a post card to the web? Everything is possible, but many options make no sense for a given brand or are simply inappropriate.
In workshops, we analyse your brand with you and determine its digital potential. On that basis, we jointly develop concepts for integrated communication. Competence and ideas.
We implement your social media campaigns with specialised partners, offering first-class results.
Workshop 'Status Quo‘ (1 day)
We highlight digital trends in integrated communication with current case studies and determine the status quo and the digital potential of your brand.
Workshop 'First Steps‘ (2 days)
As previously mentioned. Definition of a digital strategy for integrating social media into brand communication. Development of initial concepts and concrete implications.
Integrated communication – full service
Analysis, strategy, conception and implementation of integrated communication strategies. We employ on- and offline co-creation and crowdsourcing tools with multi-functional innovation teams, customers, consumers and digital natives (Walt Disney method) specifically on a case-by-case basis. Ideas are translated into concepts, evaluated and prioritised. Implementation and monitoring are carried out with specialists.
Crisis concepts
We facilitate experienced specialists for consulting and problem-solving in the event of a communication crisis.
