Brand & communication2017-05-12T12:29:58+00:00

BRAND &
COMMUNICATION

Brands are everything and everything is a brand. As an unmistakable identity, as a relationship and identification offer, as living communication. Across all touch points and reference groups, from the past to the present. Brands have to be conceived for the long term and oriented towards relationships. They should not run after volatile trends or fashions due to their guiding and confidence-building character. At the same time shifting markets and social development require a contemporary interpretation and expansion of the brand essence. For your brand and communication strategies, we provide you with far more than just numbers about your brand’s status quo. Our differentiated brand model helps you integrate all activities into a convincing overall architecture and base them on a stable as well as creative foundation.

Key offers for your brand

Professional support from A-Z.

Differentiated brand analyses
Do you know how the relevant reference groups perceive and experience your brand? Which everyday associations are connected to it? And how your brand is classified compared to competitive brands? Based on our motive-oriented brand model, we trace your brand back to its emotional core in the competitive environment. This is the starting point for your future brand strategy. Our intelligent brand analyses show you the fundamental architectures, differentiation logics and determining factors which make your brand strong and successful for the long-term.
Competent brand consultations
To tap the full potential of your brand, it must be carefully developed and maintained. Our experienced brand experts advise you on the ideal positioning and in important branding questions. So that your brand genuinely fuels excitement and becomes irresistible to your target group. On the way there, we also accompany you in the development of brand-appropriate concepts in terms of products, communication, distribution and target group.
Continuous brand tracking
So your brand won’t get off course. We will develop a slim, customized brand monitoring system for you that gives you continuous feedback about all important brand values and effectively supports you in your branding.

Key competencies for your brand

Excellence in brand research and brand consulting.

Motive-based
brand model

Based on a psychological and neuroscientific foundation, our brand approach depicts all of the key motives that determine the consumers’ activities and relationship developments.

Brand value-oriented determination of the brand strength

Valid driver analyses require target figures with high prognostic potential for the actual brand success. Our comprehensive brand strength model therefore equally considers emotional and rational factors and integrates brand value-oriented components. So you can confidently steer towards your goal.

Close integration of
brand & target group

Your brand interacts with your customers’ personal environments and value conceptions. For that reason, we place great significance on a precise analysis of your target group. Our segmentation approaches and potential analyses support a clear target-group definition.

Intelligent and creative intensification analyses

We provide you with the skills and necessary ideas to achieve the desired target positioning for your brand through concrete measures. To this end, for example, we conduct qualitative intensification studies with creative elements.

Great wealth of knowledge and experience

We have accompanied our customers as a reliable expert in all brand questions for many years. In the process, we have developed a great wealth of knowledge and experience. You can rely on this!

Key offers for your communication

In the best hands.

Informative tests of advertising materials

Only a small part of the numerous brand messages that are sent to customers daily also actually arrives – and an even smaller amount achieves the desired effects.
With a detailed analysis of your current advertising and communication media (TV commercials, ads, posters, online banners, emails, social media, etc.), we help you communicate your messages so that they achieve a higher effectiveness than ever before. We use the latest psychological, neuroscientific and communication-analytical insights and methods. We work out optimization potentials and success drivers for you and advise you on how to implement these.
Advertising efficiency measurement & tracking
With our intelligent ad tracking we can show you whether your media plan is actually working and whether the messages and effects are running as planned.
This allows us to direct and increase the effectiveness and efficiency of campaigns in a running process to sustainably anchor the desired brand effects and buying incentives in the target group.
Effective PR studies
Especially at times of increasing ad avoidance through ad blockers or delayed TV watching, PR/public relations work can be a particularly credible and efficient way to convincingly get your messages across.
From our long-term experience in media relations, we know how PR studies and follow-up communication has to be designed so that the press will gladly accept and distribute them. This is how we actively support you in your brand positioning through the PR area.

Key competencies for your communication

What distinguishes us in particular…

Comprehensive measuring of the advertising effect

We analyze the effectiveness of your advertising comprehensively in terms of all relevant dimensions, e.g. by analyzing how effectively the ad attracts attention, through non-verbal emotion measurements, by measuring the influence on the brand image or a hard measurement of behavior.

Use of state-of-the-art implicit measuring methods

WWe use the most modern implicit measuring methods, e.g. facial coding, to show a commercial’s emotional effect in a timeline, or eye tracking to analyze the effectiveness of posters, ads or banners in attracting attention.

Input for advancement

By giving respondents sophisticated options to mark and comment on individual elements in an advertisement (likes and dislikes), or by measuring a commercial’s tension curve to identify weaknesses, we give you very concrete information about possible changes that could contribute to a significant increase in the advertising effect.

Brand & communication from one mould

We consider the brand and communication comprehensively, because a successful brand is created by a harmonious connection of all marketing activities. Our methods are therefore closely intertwined, creating a brand identity from one mould.

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Contact

Your personal contact person

Contact us today. It’s worth it!

Axel Stempel, CEO of HEUTE UND MORGEN

“Brands are something very valuable. Of course not everything that claims to be a brand actually is one. With our services, we significantly contribute to authentic brand development, convincing positioning and communication and thus to a sustainable strengthening of your brand!”

Contact us today. It’s worth it!

Robert Quinke, CEO of HEUTE UND MORGEN

“Brands are something very valuable. Of course not everything that claims to be a brand actually is one. With our services, we significantly contribute to authentic brand development, convincing positioning and communication and thus to a sustainable strengthening of your brand!”

Contact us today. It’s worth it!

Dr. Michaela Brocke, CEO of HEUTE UND MORGEN

“Brands are something very valuable. Of course not everything that claims to be a brand actually is one. With our services, we significantly contribute to authentic brand development, convincing positioning and communication and thus to a sustainable strengthening of your brand!”

Contact us today. It’s worth it!

Tanja Höllger, CEO of HEUTE UND MORGEN

“Brands are something very valuable. Of course not everything that claims to be a brand actually is one. With our services, we significantly contribute to authentic brand development, convincing positioning and communication and thus to a sustainable strengthening of your brand!”