Introduction of a global brand platform using the example of a global automobile manufacturer. How to successfully launch a global brand platform: Sandra Cameron (former Head Digital Marketing at Opel Vauxhall) talks about it with René Esteban, founder of the...
Einführung einer globalen Marken-Plattform am Beispiel eines globalen Automobil-Herstellers. Wie gelingt die Einführung einer globalen Marken-Plattform: Sandra Cameron (former Head Digital Marketing bei Opel Vauxhall) spricht darüber mit René Esteban, Gründer der...
Houston, prepare for liftoff! In a major transformation, the composition of the core team is at least as critical to success as the suitability of the transformation leader. A manageable group with a clear focus makes all the difference. Nevertheless, many companies...
Reload everything, please!In the past, when a company wanted to reposition itself, it launched new products, changed its business model or gave its brand a complete makeover. Today, people at the top of large organizations know that this is all right and important,...
More than just a few colorful letters. The VW and BMW logos are now two-dimensional. Have you noticed? No? Never mind. Every now and then, large companies tweak their brands. But this changes very little in the overall brand appearance. This is not the case with...
