Guest post by Seth GodinMy friend's organization is working with a branding studio to think about how they appear to people who don't know them well.This is sometimes called 'rebranding. What is almost always done in practice is actually better referred to as re-logo-ing.A brand is not a logo. A brand is a promise, a story...Read More

The change from concept-based transactional marketing to purpose-oriented marketing makes all the difference. That's why some companies really take off, while others don't get off the ground. What is purpose-driven marketing? Purpose driven marketing is marketing that is based on the actual purpose of your company and thus the founding spirit of your company or the original reason for its existence.Read More

Daniela, who has just turned 21, and Yvonne, 44, pack lunches together for the volunteers at a charity event and inform the participants about the day's program. It is the first time that the two women have worked so closely together at a stand. Although they work in the same department in their day-to-day work, Daniela and her colleagues otherwise have...Read More

On the market since 2009, the book Integrated Communication describes strategies, structures and processes of integrated communication. The book focuses on both the external and internal stakeholders of an organization. Far far away, behind the word mountains, far from the countries Vokalia and Consonantia, there live the blind texts. Separated they live in Bookmarksgrove...Read More

In the labyrinth of communication lies the challenge of finding the path from the intellectual depth of a vision to its day-to-day implementation and integration into the corporate culture. Konrad Lorenz, a pioneer of modern behavioral research, summarized this complex process in a single sentence that reveals an elementary truth for managers: "Thought is not said, said...Read More

Discover your niche: Why the smallest possible target group will revolutionize your communication The marketing world is all about target groups and niches - but how small does your niche really need to be to be effective? We look at the power of the smallest possible target group and why this approach can really revolutionize communication strategies. > The opposite of one...Read More