The knowledge, the willingness and the skill of man are unequally distributed; our actions are determined by income, mandatory (eg ethical or social) and prestige motives.
Digitization, however, gives people more opportunities than ever before: to inform themselves, to entertain, to shop, to use services, to influence, to promote, to co-create, to interact. If they do not position themselves and become brand names themselves, they are in any case the agents and drivers of the large online platforms. The data they generate thereby oblige successful brands to generate an uncompromisingly focused, human-centric brand experience on- and off-line beyond a purely data-driven performance marketing.
The future belongs to brands that offer transformational product-service-bundles. In classic "4-P" marketing these brands
...on product marketing as they are able to transform user expectations, behaviour and value creation at the same time, and thus they can neglect other classic brand-building measures. However, to date, only a few have succeeded, e.g. the GAFA: Google, Apple, Facebook, Amazon. Many others are either interchangeable and / or face merciless price competition -> "Your margin is my opportunity." (Jeff Bezos, Amazon). What remains to be done? The product experience is to be extended by a digital service experience and / or enriched by means of digital communication / interaction.
Marked brands originally issued a guarantee
promise of certain product qualities and differentiated these from inferior imitates.
With the transition from the seller's to the buyer's market, they increasingly used to differentiate themselves with emotional benefits. As a result, even a genuine brand equity could be created: however on the basis of the "more appearance than being". As a platform for interaction, the Internet promotes and encourages a paradigm shift in the understanding of the brand concept. Again, one might call this back to the brands future by "being more than appearance": honesty, authenticity and transparency are fundamental prerequisites for the creation of sustainable, credible brand communication.
1992-1996_ LINTAS Hamburg: Telekom, Coca-Cola, Unilever
1996-1998_ Ammirati Puris Lintas Worldwide, London: Unilever, R.J. Reynolds International
1998-1999_ LOWE Duesseldorf: Henkel (Persil), Intersnack
1999-2006_ cayenne (Dentsu) Duesseldorf: Canon, Sal. Oppenheim, Lexus, Toyota, Nordsee, SKODA
2006-2014_ Leagas Delaney Prague: SKODA, Ferrero, Rajec Mineralwater, Staropramen, Yello, Assa Abloy, ESSO
AND THROUGHOUT THESE YEARS A HUMBLE 'DON'T FORGET TO ROCK'N ROLL' SINGER/SONGWRITER
Please, click to watch the TVC 'Pimp my ride'
From 2002 to 2006 as Managing Director of cayenne communications / from 2006 to 2014 as Managing Director & Partner of LEAGAS DELANEY in Prague, and together with a world-class team and a great client, I had the pleasure to help build the SKODA brand globally. With about 50+ fully integrated, international launch, brand, sales, after sales, sponsoring and HR campaigns we helped lead this wonderfully authentic, human-centered and simply clever automobile brand to todays success. My expert focus is thus on international automotive marketing, but creative consulting services are benefiting from cross-category thinking anyway.
Email v. SKODA Head of International Marketing (PMI)
Please, click to play the TVC 'Curriculum vitae'
Source: vimeo SKODA 'Curriculum Vitae'
Please, click to read what's it all about
A small contribution to teaching in "ADVERTISING CREATIVE, STRATEGY, COPY, DESIGN" by Tom Altstiel & Jean Grow - during my time in Prague I had the pleasure to regularly share my insights in global brand management with students from the USA, Czech Republic and Germany.
Source: Global Brand Tracking Blog, Jean Grow
*If your are interested and on personal request I will send you my detailed CV.
> INTERNATIONAL & LOCAL BRAND CONSULTANCY
_BRAND ANALYSIS (GOOGLE ANALYTICS, RESEARCH DESIGN, FOCUS GROUPS)
_BRAND STRATEGY (MISSION & POSITIONING STATEMENT, BRAND VALUES, BRAND ARCHITECTURE, BRAND STORY, UMBRELLA BRAND STRATEGY, GOAL SETTING, KPI)
_BRAND MANAGEMENT (PROCESS & ORGANISATION, RESEARCH & BRAND TRACKING)
_BRAND COACHING (TREND RESEARCH & ADVISORY, WORKSHOPS, SEMINARS, FIREPLACE CONVERSATION)
_BRAND PRESENTATIONS (BRAND GUIDELINES, BRAND MANUAL, BRAND BIBLE)
> TREND MONITORING
> PITCH CONSULTING
_ CREATING BRIEFING DOCUMENTS
_ PROCESS CONTROL
(Media, CRM, DIGITAL, Social Media, Advertising, Film Production)