Global brand management frequently involves exactly the same tasks, whether it concerns a small to medium sized company or a large corporation – only the prerequisites are different. As soon as a brand is managed worldwide, the challenges faced by the brand manager start being a lot more complex
Category: Pressemitteilung (Page 4 of 4)
Brands work day in – day out
Brands are his specialty. Dr. Matthias Hüsgen had three key messages for students studying for a master’s degree in Marketing/Sales/Media at Augsburg University for Applied Sciences during the 2013/14 winter semester: »Strategy is the foundation«, »Strong brands need to be managed intensively« and »Keep it precise and simple«
Starting a consulting business
»What customers expect from a consultation has changed dramatically in recent years. Strategy and concept development are no longer enough – their implementation is also part and parcel of customers’ wants and needs«
Real experiences, real results
Putting oneself in the customer’s shoes pays off with success that can be measured: Dr. Matthias Hüsgen and Armin Schlamp explain how to get from brand strategy to brand experience in 5 steps
When ideas must get under ones skin
Defining and fulfilling a brand promise is a strategic corporate goal, in the cosmetics sector as much as anywhere else: Especially the brand experience at the point of sale (POS) must support the brand promise ideally
Blackeight reflects upon it’s first year in business
One year after its formation, Blackeight Brand Sparring Partner GmbH takes stock for the first time at its location in Munich. Armin Schlamp and Dr. Matthias Hüsgen founded the brand and strategy consultancy. The managing partners employ seven consultants and won five new clients in the last year
Point of Brand Experience
The point of sale is the focal point for successful companies in brand experience. Even though the frequently used term »shopper marketing« seems to be putting the customer at the heart of operations, it’s the next steps that really matter: The desired brand experience and the corresponding brand strategy is decisive for determing the point of sale, choosing which products and services to offer as well as the behaviour of employees