Digital Branding Strategies

Brands in a digital world: optimized

Mankind meets maschine.

People behave emotionally. The internet as a machine does not: A challenge for branding.
Emotion and internet: feeling for machines

Machines, a bar of chocolate or international enterprises – sympathy and the brand image are always linked with emotional ties. In contrast, the internet is not organized emotional. It’s forming a rational filter which is canalizing the content.

The corporate brand must consider this web-logic to reach the touchpoint.

Technology forces an adaption of the established brand architectures on the needs of search engines and the market demands of web users.
A powerful umbrella brand should catch attention to its compact core in the offline world.

That makes the difference to the worldwide web: A brand has too many attributs to get offered by tweets, search engines or blogs for being at the front. Powerful global brands in the evoked set of users are not involved – users just type the name of the umbrella brand and find the right provider.

But still global brands have disadvantages if products or services are searched by generic terms in the internet. Their brand strength doesn’t offer real value added which is given normally on the “conventional” markets.

Sovereign brands must structure their domain and website, their content management system and key content in a way that their real value added in web services is almost the same as on the real market, also to profite from opinion-buildings processes in online services.

How we optimize brands in digital worlds.

What the brand consultants do

Brand Trailer

Brand Design

Brand design should focus on creating a unique and distinctive visual identity that sets...

Brand Architecture

Brand Architecture

Brand Architecture: It’s the system, what counts. Enterprises are growing. They integrate smaller (or...

brand integration after mergers or acquisitions

Fusion & Change

After mergers or acquisitions the upcoming brand architecture can be an object of considerations....

creative brand consultancy

Why creative?

Is there any need for brand consultants to be creative? No, not for the...

realtime brand consulting

Realtime Support

To be always on the safe side is an import feeling in areas of...

Analysis of brands

Brand Analysis

The brand consultants use to analyse brands or brand candidates first for their matches...

Develop a purpose branding

Purpose Branding

Purpose Branding is the new key to new target groups. To produce quality was...

Cases

Brand Realaunch Soccer Club

Brand DNA: Sport-Club

Premier League soccer clubs mostly have a long tradition and a given brand image....

Brand Split

In many cases a brand extension is the right way to make the best...

Brand Relaunch worldwide

Brand Relaunch

A global brand like Cobiax needs a wide positioning to reach all target groups...