Here comes our »snackable« specialist content for in between. What does Dr. Matthias Hüsgen actually say about brand management in Corona times? Listen to his short, concise statement (about 6 minutes) in the podcast of the student initiative MTP – Marketing zwischen Theorie und Praxis e.V. Listen in now read more…
Tag: Blackeight (Page 2 of 3)
Ambidextrous brand management: finding the right balance
How to find the right balance between continuity and agility in brand management can be read in the current article by Dr. Matthias Hüsgen in the specialist magazine »markenartikel«. The whole article is only available in German.
A recap: Brand internship at Blackeight
The interview is only available in German.
These 7 themes determine the brand management in 2020
Brand managers can look back on an eventful 2019: punitive tariffs, ad hoc regulatory decisions and sustainability movements were on the agenda. The latter have triggered a major debate on purpose: Brands are increasingly trying to address sustainability issues such as climate or social commitment, especially to reach younger target read more…
Branded architecture: The Vodafone Campus in Düsseldorf
The article is only available in German.
Why financial service providers have to reposition their brand management
Financial service providers must reposition their brand management in order to survive in a disruptive environment alongside Fintechs and Neofins. Attack is the best defense. Customer focus, self-criticism, cooperation and innovation are important.
Are customers experiencing a renaissance at banks?
The banks and savings banks recently turned their full attention to their new competitors. This shows the multitude of names for these attackers: Fintech, Bigtech, Digitalbank, Onlinebank, Smartphone-Bank, Neobank or Neofin. Issues such as negative interest rates, self-regulation in the mortgage business and, above all, digitisation required the remaining attention of banks and savings banks.
Former Federal President Wulff presents TOP Consultant award
Blackeight has been honored as TOP Consultant. This makes Blackeight one of the best consultants for medium-sized businesses. Blackeight Managing Partner Dr. Matthias Hüsgen accepted the award from former Federal President Christian Wulff.
Big changes need a strong brand
At the Marken Award ceremony in Düsseldorf, the MAN brand was awarded first place in the “Best Brand Relaunch” category by the high-ranking jury. In cooperation with the Munich-based brand consultancy Blackeight, the traditional MAN brand was strategically repositioned over a period of more than two years.
Auto-Abo, Carsharing & Co.: Does the car brand die on the way from product to service?
New mobility concepts are more flexible, individual and often more pragmatic. The car as a product is developing into a service. What role does the brand play in this context? Does it remain relevant or does it ultimately only count that you get from A to B?