Agility as a strategic pillar in brand management

Blackeight gives exciting insights at EMC Lisbon

»Agility as a strategic pillar in brand management«: BLACKEIGHT visits the European Marketing Camp (EMC) in Lisbon

 

»Discover new ways« was the focus of the European Marketing Camp 2019 in Lisbon. Dr. Matthias Hüsgen presented a new brand management approach developed by Blackeight to the approximately 150 international marketers. This complements the classic brand management focused on stability and continuity with agility as a strategic option. This gives brand managers new, more flexible solutions for the VUCA world.

 

We would like to thank MTP – Marketing zwischen Theorie und Praxis e.V., the Nova Marketing Club and the Católica Marketing Club for the invitation. Thanks to the students and the numerous Heads of Brand for the exciting exchange and the positive feedback!

 


Blackeight visits WFI for the second time

Blackeight gives exciting insights at WFI

Brand as driver of customer experience: Marie Buschhorn and Tamara Ertl at the WFI – Ingolstadt School of Management.

 

Our brand sparring partners gave impulses from brand management practice in the master lecture »Service Management«. On the basis of our customer MAN Truck & Bus, they demonstrated how a classic manufacturer can develop out of the brand into a solution provider and how a clear brand strategy can ensure differentiating customer experiences. The lecture concluded with an open and lively round of questions. For example, when and why external consulting makes sense in brand management and what added value is associated with it.

 

Many thanks to Prof. Dr. Jens Hogreve and Hannes Fleischer for the invitation and the positive feedback! We are looking forward to the further exchange!

 


Alumnae Lisa Wagner and Marie Buschhorn visit the FHWS Würzburg

Blackeight gives exciting insights at FHWS Würzburg

»Brand strategy as central control instrument of the management« – Blackeight at the FHWS Würzburg

 

The former FHWS students Lisa Wagner and Marie Buschhorn visited the M3ve Master course and Prof. Dr. Karsten Kilian (initiator of Markenlexikon.com) in Würzburg as part of a guest lecture. The two brand experts gave an insight into the development and implementation of brand strategies and discussed together with the students about brand work in practice and the multifaceted working day at Blackeight. 

 

Many thanks to Prof. Dr. Kilian and the 30 students of year 5 for the invitation and the exciting exchange!

 


Blackeight visits HS Pforzheim for the third time

»Consistent brand management becomes visible on the outside and inside« – Blackeight at HS Pforzheim

 

Peter Schubach and Marie Buschhorn visited the master course Creative Communication & Brand Management (MCM) as well as Prof. Dr. Brigitte Gaiser and reported on exciting B2B and B2C projects. The lecture is not only attended by MCM’ler*innen, but also by students of the Master Corporate Communication Management and the Master Creative Direction. In addition to insights into the basics of brand management and into the brand practice, the two brand experts introduced Blackeight as an employer – after which they discussed together.

 

Many thanks to Prof. Dr. Gaiser and the students during the MCM lecture for the invitation and the exciting exchange!

 


Blackeight visits OTH Regensburg

Blackeight gives exciting insights at OTH Regensburg.

»A strong brand is more than an attractive logo« – Blackeight at OTH Regensburg

 

»What are the special challenges in developing and implementing a brand strategy?« This question had to be answered in the Business Administration Master Course Brand Management with Prof. Dr. Alexander Urban. After an insight into their work at Blackeight, Tamara Ertl and Armin Schlamp intensively discussed brand management issues with thirty students.

 

Thanks to Prof. Dr. Alexander Urban for the invitation and to all students for the great discussion!

 


Dr. Matthias Hüsgen and WFI-Alumna Tamara Ertl at the WFI Ingolstadt

Blackeight hielt einen Praxisvortrag an der WFI Ingolstadt.

 

“Experiencing strong brands: How brand strategies come to life”
 
Our Brand Sparring Partners gave impulses from their practical experience in the master lecture “Service Management”. They illustrated the role of brand strategy as a basis and guideline for successful customer experience management.
Thanks to Prof. Dr. Hogreve and Mr. Fleischer for the invitation and to all students for the great discussion!


Blackeight on air – MarkeTEA with MTP

The marketing association MTP publishes in regular distances their Podcast MarkeTEA, in which they let experienced mark managers come from practice to word. Our Managing Partners Dr. Matthais Hüsgen and Armin Schlamp were also interviewed about brands in the digital age. You can find the exciting podcast here: https://soundcloud.com/mtpodcast/marketea-ep015-mit-armin-schlamp-und-matthias-husgen-geschaftsfuhrer-der-markenberatung-black8


Blackeight visits again Pforzheim University

Anna Scheuernstuhl, Alumna of the Pforzheim University of Applied Sciences, followed the invitation of Prof. Dr. Brigitte Gaiser as she did last summer semester and paid a visit to her old university.
 
Together with Tamara Ertl she gave exciting insights into current projects and explained the importance of a consistent brand management for B2B and B2C brands to the students of the Master program »Creative Communication & Brand Management«. In their presentation, the two brand consultants showed how brands can successfully differentiate themselves.
 
A vivid discussion with the approximately 40 students brought this visit to a successful ending.
 
Thank you very much for the invitation, Prof. Dr. Brigitte Gaiser! We look forward to coming back next year!
 


Prof. Dr. Karsten Kilian and M3ve visited Blackeight

30 students of the Master’s program »Brand and Media Management« (M3ve) and the program’s director Prof. Dr. Karsten Kilian (Markenlexikon.com) visited the Munich-based brand consultancy Blackeight on June 23rd 2017.
 
Together with Manuela Liebertz, Marketing and Brand Management at MAN Truck & Bus, our Brand Sparring Partner Daniel Höpfner and Anna Scheuernstuhl provided insights into brand management at MAN Truck & Bus. After a vivid and exciting discussion, the group visited the MAN factory in Karlsfeld where our guests from Würzburg could experience the implementation of the brand strategy into day-to-day work first-hand. At the end of the day, the group visited the brand architects Schmidhuber & Partner.
  
»The insights into the daily business of the brand consultancy Blackeight were very exciting. Our Master’s students still talked about the findings from the presentation and the knowledge acquired from the discussion long after the visit.«, said Prof. Dr. Karsten Kilian. »Many thanks for the hospitality. We would be glad to come again.«