Think befo­re doing. The blog.

The adver­ti­ser using his dubio­us art always had to show his colors – while the com­mu­ni­ca­tors of modern times ope­ra­te their „machi­nery“ as an end in itself.

Why a plan B does­n’t pay off and what con­se­quen­ces are pre­ven­ted by giving up on the idea of a plan B. 

The tech­ni­cal advan­ta­ges of a pro­duct do not have the sligh­test chan­ce of gai­ning a place on the shelf in the mind.

Pro­fil­ing as a basis for new media and com­mu­ni­ca­ti­on stra­te­gies does not pro­du­ce a sole win­ner or bet­ter sales results.

Most Ger­man entre­pre­neurs shy away from risk! Most think about yes­ter­day ins­tead of tomor­row, most look at what the com­pe­ti­ti­on is doing.

This is the sen­tence your adver­ti­sing agen­cy (and the one that wants to beco­me yours) is sure to hear the most.

Exact­ly. In adver­ti­sing, it’s all about what you think you need, but don’t real­ly need.

Suc­cess always lies in some­thing which the con­su­mer expects from you and not­hing else.

Ever­yo­ne has done ever­y­thing right becau­se all do the same. And now?

This core state­ment can be con­side­red for each purcha­se decis­i­on: What we want, we need to believe.

Ger­mans have inven­ted their own vari­ant of chan­ge: chan­ge, but plea­se wit­hout change.

Anyo­ne who tells you that you have not­hing to offer, not­hing to say and not­hing to tell, anyo­ne who tells you that you have alre­a­dy said ever­y­thing is giving you bad advice.

Why can’t we think of some­thing like that? We’­re bet­ter, fas­ter, che­a­per and more inno­va­ti­ve than our com­pe­ti­tors – what are we doing wrong?“

But „doing things the same way“ does­n’t work any­mo­re! And con­se­quent­ly, a lot of what you’­ve done in mar­ke­ting in the past won’t eit­her. So, what now?

In the past, one could sur­vi­ve with the atti­tu­de of “keep it up” for a while. Today, howe­ver, during the cour­se of digi­ta­liza­ti­on, wars, envi­ron­men­tal pol­lu­ti­on… and the vola­ti­li­ty that comes along, risk is part of ever­y­day life.

Why the „envy syn­dro­me“ in com­mu­ni­ca­ti­on is so deep­ly rooted.

First of all, you yours­elf must belie­ve in your new mes­sa­ge, in your power, in your pro­duct, in your per­for­mance and in what you have to offer.

Every demo­cra­tic majo­ri­ty decis­i­on in com­mu­ni­ca­ti­on stands for clo­sing off a new path.

What does this state­ment have to do with adver­ti­sing your pro­duct? Much more than you can or even want to believe.

Much has been writ­ten about the myth of secret seduc­tion. The myri­ad of aut­hors can be divi­ded into two factions.

Tho­se who real­ly need some­thing will buy. Any need and its crea­ti­on requi­res advertising.

To get straight to the point, you too can crea­te this fake. All you need is a cheap AI sub­scrip­ti­on (and a com­pu­ter that is AI-compatible).

The beau­ty of the digi­tal revo­lu­ti­on is that no one knows the rou­te it will take, no one knows its aim and no one knows the laws by which it will operate.

The algo­rith­ms on which AI is based are neither intel­li­gent nor do they replace the cogni­ti­ve abili­ties of users.

How much data do com­pa­nies want to coll­ect? Who “owns” the­se data sets that have trans­for­med us all, wit­hout our rea­li­zing it, into trans­pa­rent indi­vi­du­als and brought us digi­tal twins?

Influen­cer mar­ke­ting is on everyone’s lips. And why is that? Of cour­se, becau­se for heaven’s sake, no one wants to be labe­led an eter­na­list, old-school, or even a relic.

No, the world has­n’t chan­ged, and it won’t in the near future. The knit­ting pat­tern has remain­ed the same, and so has the moti­va­ti­on for purcha­se decisions.

In our blog “Think befo­re doing”, we will dis­cuss major aspects of today’s com­mu­ni­ca­ti­on. Read on…