Archive

News & Opinions

  • Strategic Sustainability Communication: Transparency and Credibility as Sine Qua Non

    January 19, 2022

    Last fall, a Berlin-based organic supermarket chain advertised: “We were already sustainable when you were still taking drugs.” Sustainability had been part of the company's identity and strategy since its founding. The provocative advertising slogan was an attempt to set itself apart from its competitors as a pioneer. After all, it has now become almost impossible to enter a supermarket without encountering products and corporate philosophies that claim sustainability as their own. So it's not...

  • International mentoring – how it works and why it is valuable

    January 18, 2022

    Our lives are becoming increasingly complex: Choices, challenges, and constant change demand a lot of a person. Mentoring can help to see a personal path more clearly and to grow healthily both as a person as well as a professional. Senior Partner and Global Managing Director, Mike Cearley, who is based in Texas, USA, has been the mentor of Stefanie Soehnchen, Vice President Digital Strategy in Germany for over a year now.  In this interview...

  • Contents of a digital strategy

    January 7, 2022

    Communicators for whom the topic of "digital strategy" is fresh on the to-do list in 2022 often don't know where to start. What should be considered and in what order? What is really important and what is more downstream? Here you will find the essential considerations to get started professionally...

  • Christmas is Always: Why Interpersonal Values are Relevant for Business

    January 6, 2022

    Every year, just in time for Christmas, we reflect on the importance of emotional values as essential elements of our personality and our relationship with other people. At no other time of the year do the soft factors of human interaction come to the forefront of our communication. In the business world, strategy, planning, product features, quality, IT, process optimization, or savings potentials are displaced as a matter of course...

  • Women’s resolution for 2022: become digitally visible – three tips from a digital expert for success

    December 30, 2021

    In my team of 15 people, there was only one man. He was the only one who asked for a salary increase. A female colleague even said to me during a staff meeting that more salary was not necessary. Women's voices in the workplace are still quiet, still restrained - and still afflicted with the feeling of being lucky to be at the table at all. But the digital world offers a table big enough...

  • Outlook 2022: Four Trends in What Will be Important for Companies in Society

    December 23, 2021

    Social and political demands on companies will continue to increase in 2022. Good products, decent returns and the occasional CSR campaign are no longer enough to earn the License to Operate. Start preparing now for next year's most important reputation issues...

  • Success factors for modern B2B communication at Wöhner GmbH & Ko. KG

    December 16, 2021

    B2B corporate communication has its very own rules and challenges. Our customer Wöhner GmbH & Co. KG has a Head of Corporate Communications & Marketing in Isabel Ossenberg who goes her very own way in this area - and not just since Corona shuffled the established communication channels. In this interview, Isabel tells us what she considers to be the most important success factors in modern B2B communication...

  • The customer is king – which aspects of communication put the user in focus

    December 9, 2021

    Traditionally, corporate communication takes place according to the push principle. Here, companies present themselves according to the approach of "our trade shows, our flyers, our awards," etc. However, the new, predominantly digital communication requires more than that. The corporate messages should be placed along the customer journey and focused entirely on the well-known motto "the customer is king"...

  • Ten Golden Rules of Cyber Crisis Communication

    December 8, 2021

    The number and severity of cyberattacks on companies and public institutions have continued to grow at an almost frightening rate, both nationally and internationally, in the second pandemic year. One can rightly speak of a “digital pandemic of our time”: According to a study by the digital association Bitkom, nine out of ten companies surveyed said they had become victims of cybercrime in the past twelve months. There has been a particular increase in ransomware...

  • Why comparing Prince Charles and Ozzy Osborne illustrates our need for personas

    December 3, 2021

    Currently, the well-known comparison of some character traits of the British heir to the throne Prince Charles and the musician Ozzy Osborne is circulating through the social media. In some cases, this comparison and the accompanying text suggest that creating personas as a method for targeted communication is worthless, because then the two people, who seem very different, would be the same persona. In fact, this is not true - rather, the comparison is a...

OLDER
NEWER