How important is branding to the management of your company?
Naturally, it is very important. Our agency brands are a valuable asset. They are essential for generating new business and enable us to charge premium prices.
How does the brand help you manage your company and make decisions? We
do that ourselves. But that doesn't mean it runs "by itself." On the one hand, we regularly seek advice from our brand strategists at the Serviceplan Consulting Group. On the other hand, the topic of branding is directly linked to our holding company. This ensures that we maintain strategic distance while still paying sufficient attention to this central issue.
In your opinion, what are some mistakes in brand management that should be avoided? I see
the biggest issue as the increasing volatility of brand decisions. Based on my observations, this stems from two sources
:the increasing turnover rate in marketing. A CMO who survives in their job for more than three years has become the exception.The many channels through which brands now
have to communicate. From the consumer's point of view, these two factors together lead to increasingly fractal brand images. As a result, brands lose their beacon or orientation function.
What advice would you give other companies for brand management?
Think carefully about where you want to position your brand. Then stick to it. And maintain this image across all channels, especially digital ones.
Which company do you admire for its brand management?
BMW. For the joy of driving. What else?
