From brand image to purchase activation: 4 stumbling blocks in brand communication
Again and again, brand managers underestimate the simple fact that brands are first and foremost created in th...
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Successful internationalization strategy of brands – It’s all about the right start!
Despite the protectionist demeanor in Washington D.C., German companies have realized record investments abroa...
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Personalized Campaigns: How and why they make all the difference
Faced with a rapidly transitioning media landscape and customers who are more selective in what they read and ...
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Lean Corporate Communications – Adding Value Through the Creative Value Chain
Adding value while minimizing waste. This is the prevailing maxim on lean management. Starting in the 1990s, t...
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Digital Media Upheaval and the Transformation of Communication
The dynamics of this transition are creating an extremely competitive arena for news production and consumptio...
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Market success for foreign small and medium-sized companies in China
Growing a business and developing brands in the Chinese market has become increasingly challenging. The adjust...
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No Purpose, No Brand! Study by Globeone Germany
German companies are too egocentric in their brand positioning. They usually talk about their own product and ...
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NO PURPOSE, NO BRAND! Study by Globeone Switzerland
Swiss companies are too egocentric in their brand positioning. They usually talk about their own product and r...
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WeChat Official Account Follower Behavior Study in China
In the Chinese social media realm, WeChat the dominating IM app has long passed its position as a pure messagi...
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Discussion Paper: Digital Leadership
Winning over and keeping the new ‘always-on’ consumer has become the business imperative at the digital ...
