Brand Architecture: It’s the system, what counts. Enterprises are growing. They integrate smaller (or...
Read MoreMankind 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.
- We analyse the brand presence on a quantitative and contentual way.
- We optimize on strategic objectives.
- We create brand affine contents.
- We control the success.
What the brand consultants do
Brand Consultancy: Luenstroth Brand Consultants
Lünstroth Brand Consultancy establishes brands for its customers in the European Union. With decades...
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Fusion & Change
After mergers or acquisitions the upcoming brand architecture can be an object of considerations....
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Why creative?
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Realtime Support
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Brand Analysis
The brand consultants use to analyse brands or brand candidates first for their matches...
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Development of Brands and Trademarks
Brands and trademarks are the real valuable assets of companies with worldwide interests. In...
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Purpose Branding
Purpose Branding is the new key to new target groups. To produce quality was...
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Brand Consultants: about
Lünstroth Brand Consultants strengthen brands worldwide and bring brands to the European Union. With...
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A brand is a system.
Some people might reduce a brand to a logo. Lünstroth Brand Consultants see brands...
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Brand Management & Trademark Pooling
Trademark poolings makes sense in the same way as patent pooling does. All intellectual...
Read MoreCases
Brand Relaunch Private Label
Private labels could generate more margin if they would be treated as "real" brands...
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Spreading the message worldwide
To reach target groups worldwide in the shortest possible time, social media channels are...
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Brand Relaunch
A global brand like Cobiax needs a wide positioning to reach all target groups...
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