{"id":55221,"date":"2016-11-01T11:58:44","date_gmt":"2016-11-01T10:58:44","guid":{"rendered":"https:\/\/www.kaiwulff.de\/?p=55221"},"modified":"2018-01-04T14:56:41","modified_gmt":"2018-01-04T13:56:41","slug":"marken-brauchen-eier","status":"publish","type":"post","link":"https:\/\/www.kaiwulff.de\/en\/marken-brauchen-eier\/","title":{"rendered":"Marken brauchen Eier!"},"content":{"rendered":"
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Brands Need Guts<\/h2>\n

The new business magazine was kind enough a few years ago to publish one of my blog articles in their latest issue. Thank you new business! The article describes the development of the influence of controlling-driven resources in large companies. The result is soft-<\/p>\n

Zombie Brands<\/strong><\/h3>\n

One consequence is rather lifeless zombie brands that occasionally appear out of nowhere, give you a fright because marketers like me wonder how one could lead this brand into such insignificance. But then they become invisible again, imperceptible, gone.<\/p>\n

This may also be related to the flood of new brands. Loads of startups with fresh ideas and new brands – often stylishly short like OUI, OQI, QUO, …. They shake up the markets considerably, so that not taking them seriously only works until the first survey. Admittedly: leading brands<\/p>\n

Then they suddenly question entire industries. Like banks and insurance companies. Which means that status brands like Deutsche Bank quickly become obsolete (business) models. And these brands in particular should now heed the call 'Brands Need Guts'. They are now<\/p>\n

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new business cover from my time at Consors<\/p>\n

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