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Brand Driven Change – the brand leads the way

There’s been a great deal written – and a lot of talk, about brand and change management. The two Change specialists, Sabine Grözinger of Arbach Consulting and Dr. Matthias Hüsgen of Blackeight, explore Change topics in an interview with ManagementRadio.

 

The article is only available in German. To read the complete article please change the language in the main menu.


Emotional Branding: success factor visual imagery

Emotive visuals aimed at connecting consumers with products. Right on trend: Coming across as natural as possible and most importantly, adding »the human touch«.

 

The article is only available in German. To read the complete article please change the language in the main menu.
Echte Emotionen


Concentr8 – Issue 1: Brand Driven Change

Change is all-around and always present.

 

In order for change to have the desired effect, precise planning, realistic project development, and most of all, clear objectives are needed. When companies want – or are forced – to change, the change ought to be brought about in a focused and centralised way following a single guiding principle: the brand.

 

We’d like to introduce you to our extensive experience of brand driven change with this first edition of Concentr8.

(only available in German)

 

 


B8 @ OTH Regensburg

»Corporate Brand Management as a discipline of strategic management«

 

Following an invitation by Prof. Dr. Alexander Urban of the Faculty of Business Management, Armin Schlamp gave a lecture to MA students on June 17th, 2015. The students from the Marketing and Corporate Management department had the opportunity to learn all about best practice and which measures companies take to achieve a perfect balance between brand and corporate strategy.


Three levers to achieve brand success

To achieve success in brand management, a systematic, holistic approach to strategic and operational brand management is an absolute must. The three sides are represented in the »brand management triangle«

 

The article is only available in German. To read the complete article please change the language in the main menu.

Steuerungsdreieck der Markenführung / © Blackeight

 


Good Leadership

An award-winning personality and sound strategic and operational brand management together are the deciding factors for the success of a brand. However the brand has to also be able to evolve independently from its hallmark VIP.

 

The article is only available in German. To read the complete article please change the language in the main menu.


Managing brands globally

Global brand management involves tasks which are carried out based upon various criteria such as the size of a company. Managing a brand worldwide brings with it many complex challenges which the brand manager has to face.

 

The article is only available in German. To read the complete article please change the language in the main menu.


Brands work day in – day out

Brands are his specialty. Dr. Matthias Hüsgen had three key pieces of advice for students working towards 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«.

 

The article is only available in German. To read the complete article please change the language in the main menu.


Blackeight on markenlexikon.com

You can now find us on markenlexikon.com!

 

To mark the occasion, we are happy to be introduced by Prof. Dr. Karsten Kilian, who is the operator of the largest German-speaking online brand portal:

 

»Blackeight knows about the power of a brand and the power of customers. The brand consultant synchronises both of these forces in its work, so that your company can reach its full potential«.

 

You can see the company profile here.

 


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