Blog
Brand Shift – Why your marketing budget needs a new strategy
So folks, in our last video we talked about how marketers like you and I fell into the CPO trap. How we started to think like a controller. How it became normal for you to focus on short-term KPIs and how you let clicks and short-term ROI put you under pressure. Not nice. Not only […]
Old school targeting – the return of knowing your audience
Okay, marketing world, let’s be honest: what a mess! For years, we’ve been hearing, “Cookies will soon be a thing of the past, so get ready!” Billions have been invested in cookie-less strategies. And then, BAM – Google says, “Uh, never mind!” The cookie ban in Chrome has been postponed indefinitely. Does that mean it […]
Expensive customer guesswork – How valuable are insights from surveys?
Do you feel confident about your market research? Probably not. Because you’ve learned one thing over and over again: you spend a lot of money to find out whether your brand, your product, and your measures are heading in the right direction, everything looks good, and then the campaign or new product flops miserably. Then […]
Behavioral Data: The truth behind the clicks – How to truly understand your customers!
Okay – behavioral data, sounds great. It immediately brings to mind behavioral science and perhaps attempts to explain human behavior using scientific methods. The idea that all behavior can be broken down into stimuli and responses. So: we are conditioned by advertising, we see a banner, we click on it. Spoiler alert: it’s not quite […]
The CPO trap – how controller thinking is ruining your brand
Marketing managers are driven people – or have become so. Controllers have adopted the wrong way of thinking, that every marketing success can and must be measurable in real time. Clicks, conversion rates and short-term ROI are then elevated to the sole benchmark, and values such as brand strength, active and passive awareness are given […]
My mission statement: how I work
If you want to implement changes in your company, why do you hire consultants? Can't you do it on your own? Let's face it. Consultants come from outside. They are not part of the company. They don't know anyone there and don't take into account existing networks of friends and colleagues.
My experience
There is no substitute for experience, and I will explain in a moment why I am grateful for each of my professional stations.
My approach: thinking from the customer’s perspective
Without trust, nothing works.
Success on the German market
In many industries, gaining a foothold in the German market is considered a special challenge.
What is strategy?
The word strategy is often used in an inflationary way by consultants. Sometimes, nice-sounding visions are sold as strategies, but often no effort is made to check their feasibility.
Target Group
Understanding your target group saves a lot of money and trouble.
Turnaround
Happy are those who don't have to change anything. When everything just works without much effort, and the company moves from record to record every quarter. Yes, that happens in growth industries.
But even there it only lasts a few years, sometimes just months, until the market is saturated or interest has simply waned.
But even there it only lasts a few years, sometimes just months, until the market is saturated or interest has simply waned.