Personal Scoring Index = The future of digital identity?

Three years ago, I was sitting together with a colleague in a coffee shop. It was snowing. We were watching the snowflakes falling down. We were talking some philosophy on how the future of individuality will look like ten years ahead, refering to the snow flakes and how their “individual dna” changes the world around us into a new one we have never seen before.

Sure, we were not sure what the future will bring. However, that day we were realizing some critical development that people define themselves through blog posts (like our fathers did with books), reviews (Amazon and the likes), ratings (in communities and networks, not only social ones…), and comments on articles and posts on websites all over the world. We saw that CV’s might loose their relevance for job search as there was an option to recommend a person’s capabillities and intelligence just by checking their digital engagement, output – their digital DNA. The feeling that humanity and ethic values will have a massive effect on how people might be defined from the outside world was obvious to us. Just like “perfect” snow flakes have somehow perfect formats than others. They have scored and thus indexed themselves as superior to the others.

Today, I know, see and read that scoring and indexing becomes a crucial part of our lives, our individuality, and our identity. Although it might just affect those who are really active social web users… for now. Still, the trend is alive. Platforms are tracking our digital footprints, our shopping behaviour like Blippy, our deepest desires, and try to predict our future purchase decision. The question is not whether we will continue to score value to our index, and/or if others will follow. It is more like… Will social pofiles, writing status updates, and sharing brain value enhance our individuality, and thus how will this influence our credibility? And who or which organization or association will be judging upon it? Or even more important, who will secure the validity of such an index process?

Just imagine we had some kind of trusted source or association that knows our scoring index on the personal likelihood of sharing some piece of information, the potential of reach and relevance? Ideas, news, rumors, and visions around brands, products and services would be addressed to that person via a newly-created trust agency. Agencies and brands would be much more interested in the long-tail ad market, in bloggers or in social medians in general. Artifical user reach would be shifting to real personal relevance. Brand intensity could be enlarged by user credibility. If the users voluntarily share their believe in brands, products and companies. But is this realistic? It must be, or how could Facebook pages have become so important for some of us? We love to score, define and index ourselves via the social web. And personal search engines like 123people or yasni are just two examples of possible scoring index platforms that undermine our aasumptions.

Obviously the social web will be changing into a pervasive web which people need to be aware of (and understand). Semantic impact needs to evolve, become a trustworty basis for credible metric which people could rely upon. And how does the amout of time invested in web engagement pay into the credit of our professional individuality? Is less more, or more less? How will Google change it’s algorithm and thereby the impact on our personal scoring index? Should we invest in Facebook, Diaspora or on Path (which by its definition may become the real base for our personal brandvangelism). And just think about the possibilities if you can match the personal index in a room via mobile and augmented reality tools? There will be no way around a personal web manager controling, checking and optimizing your personal branding in the future. Don’t you think?

“Like Larry Page and Sergey Brin changed the way websites are measured with their Pagerank, reputation scores will change the way people will be treated in the future. Reputation scores will change the classical customer relationship management as it was done bei companies in the past and will enable them to identify opinion leaders within their customers and attract them with special offers and treatment in order to use them as evangelists for their products. Knowing who the most valuable peers are provides marketing experts a complete new angle of doing campaigns – offline and online,” says Marcel Hollerbach, CEO of SiRANK (…a company that is working on a business model on indexing people’s reputation).

I am just waiting that there will be a platform that aggregates all the data that we leave as score data on the web, and that this platform then indexes us. Or is that a threat? Already becoming reality when we look at Klout, the first personal scoring index? Or is it just an assessment of social media influence?

Today, the snow flakes keep falling down…. Many of us have built an intense relationship on the basis of sharing and matching our most inner brain credentials. We work on our personal scoring index and hope whenever we need to differentiate ourselves from others, our social graph can enrich our digital identity.

Do you still wonder if and in which way some format of Personal Scoring Index (PSI) could become alive…?

Bloggers – Future multipliers for reach or relevance?

In some meetings and talks with marketers I have got the feeling that reach and relevance will be redefined in the media landscape in the future. And I would like to ask my readers (as I am also asking myself) if and how much businesses will need to orientate their awareness towards a new media intensity dimension: bloggers. Can bloggers become important multipliers for advertising reach and/or relevance, or will they always suffer from the long-tail argumentation which I have heard quite often lately: lack of reach…?

Traditional media will still be the main driver for reach and relevance stated all of my co-panelists at the event “The World after Advertising“. And yes, I agree with them somwhow… Or why would I have chosen to work for a global publisher like IDG again?! However, I wonder how (not if!) bloggers will change their relevance for the modern social advertising market. Although bloggers might not necessarily have a mass influence (reach) for brands, they could have even more intense impact (relevance) for brands when addressing a “target-group”.

Especially, when we bare in mind the latest Forrester research “The 2010 European Peer Influence Analysis Report” which states that “4% of online users are responsible for 80% of all influence impressions”.

Let’s imagine bloggers are thoughtleaders, visioneers or trendsetter. They are among the most engaged people in their topic of interest. If not, why would they commit blogging, and not invest their spare time in watching football or going for a drink with their friends more often instead? Many bloggers have 500 readers via their social graph that are intense social influencers in their expert field as well. They again speak with 1000 followers/fans/readers in average via their communication channels. This sums up a potential special interest target-group of 500.000 contacts. Overlapping contacts and doublication in different social networks does the multiplication business which the media space calls the importance of frequency buying. Isn’t this exactly what brands are looking for?

I can see the blogger’s audience potential and can evaluate their reach intensity and contextual relevance as I understand more from day to day what my blog has done to me. The relevance for the blogger’s reach will be defined through their social graph and the active social medians (and their social graphs) networking with them. If bloggers position themselves as a trusted resource, especially when speaking with a quality business audience, and have a deep relationship with their followers/fans/readers, should not companies and brands establish relationship with these people? They are the best brand and message multipliers – almost (or even more?) like VIP’s, brandevangelists, every time you rescue, retain or re-engage a relationship with them. And how great would it be if they would commit to one brand publicly…? As a brand marketer would you not embrace that blogger and try to cooperate?

Some marketers already buy (or want to buy) traditional banner ads on blogs or try to paid post campaigns, but cannot buy a social graph yet. In my eyes the long-tail needs to find a way to enable that. Just imagine the frequency and intensity effect it does to the relevance of a brand. Some even pay for posts and some even want to conquer social streams by buying tweets. A nice opportunity for bloggers if they want to monetize on sharing their knowledge. If (for some) there wasn’t social media ethics like honesty, authenticity and credibility in their way, the ad options for companies and brands would be fantastic.

Sometimes, I doubt that bloggers don’t want to earn money with their social graphs. Sometimes, I think publishers monetize editors via their ads, so why don’t bloggers think the same way but more clever…? And sometimes, I ask myself why companies still ignore the advantage of a blogger’s intense reach, and even more… relevance for an engaged (growing) audience.

The question for brands and companies is: Will blogger content, and thus reach and relevance, scale like traditional advertising for brands? And then I try to understand if and how they might affect the ad industry in the future? If you have any answers, let’s dicuss…

Studie: B2B Entscheider handeln emotionaler als angenommen

Es ist eine Frage, die Marketingleute seit Jahren beschäftigt. Handeln Business-To-Business Entscheider rein rational, oder sind bei der Entscheidungsfindung im Kaufprozess durchaus mehr Emotionen im Spiel als bisher angenommen?

Über Jahre hätten wir vermutlich geantwortet, dass -gerade in Deutschland- Fakten zählen, wie uns nicht zuletzt Herr Markwort jahrelang in seinem Fokus TV-Spot selbst im B2C Umfeld weis gemacht hat. Die B2B Agentur RTS Rieger Team und forum! Marktforschung haben mir nun Auszüge einer von den beiden Unternehmen durchgeführten Studie zur Verfügung gestellt, die die Mär des rational-agierenden homo oeconomicus in Frage stellt.

In 300 Telefoninterviews hat man die erste und zweite Führungsebene aus unterschiedlichen Industriezweigen (Anlagen- und Maschinenbau, Elektronik und Automatisierung) nach ihren Beweggründen bei Kaufentscheidungen befragt. Das Ergebnis verblüfft. Obwohl 77% der Befragten angeben, dass sie Emotionen in Kaufprozessen ausblenden, lassen 54% einen Deal platzen, nur weil sie ein ungutes Gefühl haben. Und sogar 31% vertrauen ihrem Instinkt, was nicht gerade für eine rationale Entscheidung spricht.

Auf die Frage, ob Produkte oder Preise nicht vorwiegend zählen, gibt es dennoch eine schwierige Faktenlage. Für 88% zählt vorerst mal das Vertrauen in den Anbieter. Doch wer oder was bildet das Vertrauen? Fakten, Emotionen, Menschen oder Marken? Für 85% kommen gute Beratung und Betreuung bei der Kaufentscheidung gleich an zweiter Stelle. 39% haben angegeben, daß ein angenehmer Kontakt zum Mitarbeiter entscheidend war und 30% nennen die die Nähe des Anbieters als kaufentscheidendes Kriterium. Menschen kaufen eben von Menschen. Je schneller der Zugriff möglich ist, umso wohler fühlt sich der Mensch offensichtlich bei der B2B Kaufentscheidung.

Für die Fakten spricht, daß der qualitativ beste Anbieter bei 72% der Schlüssel zur Kaufentscheidung ist. Doch wenn für 67% hohe Anbieterreputation und für 64% hohe Produktreputation wichtig sind, ist das dann ein Votum für die Fakten- oder Emotionsentscheidung? Und wie lässt sich interpretieren, dass nur 13% die Marke bei der Produktauswahl wichtiger sehen als den Preis?

“Marken brauchen Emotion, weil Sie jeden Tag emotionalen Entscheidern gegenüberstehen, dies beweist unsere Studie BtoB Insight.” Meint zumindest Tim Bögelein, Geschäftsführer, RTS Team.

Ob die Studie das wirklich beweist, mag man mal im Raum stehen lassen. Zumindest liefert sie einen Ansatz, den emotionalen Wirkungsgrad bei einer Business-Kaufentscheidung mal genauer unter die Lupe zu nehmen.

Spot On!
Dass Emotionen in der Businesswelt keine Rolle spielen, haben wohl nur die wenigsten angezweifelt. Offensichtlich zieht der alte Spruch “Qualität hat seinen Preis” im B2B Umfeld immernoch. Denn nur 26% lassen den günstigsten Preis entscheiden. Sicherlich kann man davon ausgehen, dass der Mensch bei der Kaufentscheidung einem hybriden Prozessansatz folgt: Die Kombination aus persönlichem Kontakt (Emotion) und vernünftigem Preisangebot (Ratio) sind bei einer B2B Kaufentscheidung eminent wichtig – und gerade bei Produktgleichheit das Zünglein an der Waage Kaufentscheidung.

Aber das ist meine Meinung. Andere Meinungen sind mehr als willkommen…

Absatzwirtschaft über “führende Werbeblogger” in Deutschland

Das Marketing-Magazin Absatzwirtschaft, eines der deutschen Top Marketingblätter, hat vor ein paar Wochen für seine Printausgabe die “führenden Werbeblogger” Deutschlands interviewt. Für mich war die Tatsache eine Ehre, das man neben “Indiskretion Ehrensache” und “Off the Record” auch The Strategy Web zu einem der “führenden Werbeblogs” in Deutschland zählt, sowie zum Interview bittet.

Natürlich hätte ich gerne mehr über die Bloggosphäre gesagt, aber eine grundsätzlich diskussionwürdige Stellungsnahme ist sicherlich das Zitat:
“Es ist ziemlich verworren, was zurzeit im Bereich der Webstrategien abgeht! Markenverantwortliche träumen von Bloggern und Followern in ihren Diensten, doch die modernen Socialmedians verhalten sich anders.” Es verdeutlicht, was derzeit die Marketiers wollen, aber die Bloggosphäre meiner Ansicht nach, oft noch nicht bereit ist zu vollfüllen.

In den nächsten Tagen werde ich das ein wenig mehr ausführen, wenn ich meine dreiteiligen Reihe “Insights 2010″ veröffentliche. Der Beitrag “Spaßgetrieben” kann im PDF-Format nachgelesen werden…

Study: Web 2.0 increase market share, gain benefit

The latest research by McKinsey & Company states that companies embracing Web 2.0 opportunities have more chances to gain market leadership and step ahead of their competitors than companies that are less Web 2.0-savvy. The research was interviewing 3.249 companies as part of its annual Web 2.0 survey.

The study concluded that “networked enterprises” are more likely to be market leaders and winning market share. The study’s authors, Jacques Bughin and Michael Chui said that the Web 2.0 companies “also use management practices that lead to margins higher than those of companies using the Web in more limited ways.” They found that 27% of companies overall gained market share against their competitors and could succeed with higher profit margins.

The success curve of the “networked companies” is exponential. Those companies that are “highly networked enterprises”, defined as companies using Web 2.0 inside and outside their business in innovative ways, “were 50 percent more likely to fall in this high-performance group than other organizations were,” the authors state.

The authors prediction is that that in many industries, “new competitive battle lines may form between companies that use the Web in sophisticated ways and companies that feel uncomfortable with new Web-inspired management styles or simply can’t execute at a sufficiently high level.”

Companies that have embraced Web 2.0 philosophy continue to report that they are receiving measurable business benefits. 90% are reporting at least one benefit. The benefits were increasing speed of access to knowledge – 77% of respodents with internal Web 2.0 efforts and 57% using Web 2.0 to engage external partners. Obviously cost saving is a big topic: 60% of internal and 53% of external users mention that communication costs could be reduced. And travel costs decreased as well said 44% internal users and 38% external users.

Funny Case Study: “David on Demand”

This social media case study by Leo Burnett Worldwide called “David on Demand” is really something to be shared with my readers. It is outlining the success of an unprecedented social media experiment. Users were able to control the actions of a man through Twitter and then view the experiment live via 24/7 video streaming through a webcam installed on his head. Great and funny idea – although I would not let my followers do that with me… ;-)

LeWeb10 – web strategy catch-up with Jeremiah Owyang

When I joined the LeWeb10 in Paris last week, I was fortunate to spend some time with Jeremiah Owyang, partner at Altimeter Group and Blogger at web-strategist.com. We to talk about the future of web-strategy, the evolution of brands in the social web era and exchanged thoughts on how businesses need to integrate social media in their web activities. And it was good to see that our views matched nicely.

Afterwards, I did a quick video snapshot on three topics…

Where is web-strategy heading to in 2011?
The main trend that Jeremiah foresees is the integration of social media into the corporate website. In 2010, I have seen many companies already challenging this topic, and it improves. Although I have to admit, in many cases I found often tiny mistakes like the way social media conquers websites while important information gets lost or hidden in the backend or also placement of share items/buttons in the wrong corner apart from other things. Yes, companies are integrating their social affinity and activity but should not forget the business model, the target-group (or should I say friends or followers?) and the main existing user behavior…

What are the main trends from a long-term perspective?
Social analytics and Social CRM will emerge (active, pervasive), he said, and he differentiates this from social media monitoring (passive, reactive). I defintely agree in that point. Companies need to understand and react immediately whenever a client approaches a brand or a company how to match the data of all website and lead generation traffic stats with the CRM system in order to pro-actively supply relevant offers to them – be it on mobile, online or offline. Otherwise any competitive advantage will get lost in the future.

What is the role of brand vangelists/brand advocates in the future?
Microsoft, Intel, Oracle, SAP, Wall-Mart amongst others have already deployed brand vangelist/brand advocates for their purposes. He makes clear that by using these people brands get ahead of the 1:1 dialogue which he thinks does not work on the social web. Brand advocates make the communication programs scale, he argues – I could not agree more as I see the main ROI factor from a user perspective in the time factor.

Thank you, Jeremiah! Looking forward to catching up in 2011…

Google: Re-living 2010 in search terms…

Did we not ever wanted to see how the world searched throughout one year time? Did we not all want to get insights in SEO opportunities? But hey, next year it might all change again, right…? This is the spirit of a year: We never know what happens… but in the end we love to review it!

Google answers that question with their Zeitgeist 2010: Year in review video. If you want to do some deeper analysis on it, you can go to Google Zeitgeist 2010 website and dive into your country analysis, zoom in and out the aggregation of billions of search queries people typed into Google in 2010.

This video is a short summary and captures the spirit of 2010…

PS: Twitter has also a year-in-review. I don’t know if I would call the Vuvuzela or Pulpo Paul a trend 2010 (as I think both are dead…) but it was definitely a very often mentioned term in 2010.

LeWeb10 – Learnings & Review

Before I came to Paris to participate in the LeWeb10, I was quite amazed how excited everyboody was about the event. Tweets went to and fro about what we can expect as revolutionary input (comparable to Cebit in the 90′s when companies were launching their most important technology inventions). On Facebook people were awaiting the great party with DJ Bob Sinclair. And people did their networking via Presdo which was used as the “official social network” for participants.

So, what was my impression of LeWeb10? Of an event where 2500 devices got connected, 300 Gigabytes of data were going in and out…

Obviously, the networking part is the most important topic of all events in this business. And so I was networking with many people from interesting people (like Jeremiah – interview follows…) and companies like Pearltrees which introduced new technology or business opportunities. As some could not make it, we will have to evaluate Presdo’s real social networking after-event benefit in some days. So far, so good…

They keynote by Carlos Ghosn, Chairman & CEO, Renault S.A. & Nissan Motor Co., Ltd. was impressive and honest. It showed how much the automotive industry and the IT are coming together, although the former cannot keep up with the speed of innovation the later embraces. The New Megane will have as much IT build in as the first Airbus 300 about 20 years ago. Global warming (also air polution), oil price and the future of mobility will be challenges the car industry will neeed to tackle, Ghosn said, facing the fact that there will be 2 billion cars globally by 2020. A topic I have actuall picked as a futuristic project for me and IDG…

The plenary hall talks were the usual PR outlooks (most not much enlightening…). Interstingly enough, for the first time I saw somebody praising openly the quality of their competitor’s device. Marko Ahtisaari, Director of Design Strategy at Nokia, mentioned the “beautiful elegant” and “easy to learn” of the Apple UI. Obviously, these words were to underline that their new Meego-based platform will kind of “revolutionize” UIs in the future (launch in 2011). He also mentioned that Nokia has 1.5 billion mobile handset users a day and 3.5 million app downloads a day in their Ovi store. Seeing this under the findings of the latest Handmark Mobile Media Consumption Report that mobile replace desktops for breaking news and events consumption, Nokia does well to make their devices more user friendly. Most of my friends don’t have Nokias anymore. Apple and Androids are their choices. So, the competition will be interesting…

For some months, we have been discussing internally the value of MySpace. Or if their market has gone already. Mike Jones, the CEO of MySpace, reaffirmed (or redefined?) their new positioning to the world. MySpace does not want to be a social network anymore but a social entertainment platform (which explains the mayor partnership with Facebook). MySpace is reinventing itself. User shall get recommendations for music, TV and other entertainment content, in some way similar Facebook’s social graph approach (250 mio. peoplle use Facebook Connect button). Music seems to be the focus for them in the future.

“My goal is you come to MySpace, you listen to some new bands and connect to those bands. I don’t wanna be the place that replaces iTunes. I wanna be the place where you learn about music and then take that to wherever your music consumption happens. If we connect you to curators who bring you the best content, your repeat visits go dramatically up,” concluded Jones.

Some of the Ignite speeches were mentionable and thought-provoking (Fumi Yamazaki about the Japanese Geek culture of openness and collaboration).

Side notes… Finally I saw the first Promoted Tweet activity appear in my Tweetdeck account pop up. And I agree with the findings of a study by TWRTCON and oneforty about promoted tweets: Yes, it is was a positive experience (as long as it comes up like this… see picture) and No, it did not target me, so I did not click…

The food was really good – THX to the founders Geraldine & Loïc Le Meur! Maybe work on the registration process. Standing in the rain for an hour is “sub-perfect”… ;-)

Spot On!
The funny thing in the last two weeks was that wherever I was going (Munich, Paris and London) the world collapsed as of serious snow conditions. Two hours waiting on a plane, getting stuck in Heathrow for another day, and no cabs available in Paris for hours were my learings on how much we depend on nature. No matter how clever our technology is. And then you realize how much you use modeern technology. You pick up the iPad and watch TV (live or on-demand) and participate in webinars or conferences. Conversations continue consistently. And sometimes you ask yourself: Do we really need to fly to these countries to join these events anymore? Especially, when these events can be viewed on a live stream? And then you think about Bob Sinclair and listen to his fantastic party tune “World hold on!“…

You answer this question or add thoughts to the future of mobility and events if you may… Much appreciated!

Die 7 Top Marken-Gadgets für 2011

Im letzten Jahr habe ich die 10 Gadgets für Weihnachten 2010 promotet. Dieses Jahr 2010 will ich dem Ganzen einen neuen Anstrich geben und hebe mal die 7 Marken-Gadgets für 2011 hervor. Unter Marken-Gadgets verstehe ich dabei alles, was sich 2011 durch Innovation und Kreativität rund um das Thema Marke zentriert oder als Marke, einen witzigen Mehrwert bietet, der die Marke einzigartig macht. Und zusätzlich habe ich bei jedem Gadget auf für mich wichtigen Erkenntnisse aus 2010 verlinkt…

LOGO: Das große Spiel der Marken – Wer kennt sich aus im Marken-Dschungel…
Permanent werden wir mit Marken konfrontiert. Wir folgen aber nur 5 Marken im Schnitt im Social Web. Ob beim Einkaufen, im Fernsehen oder über das Internet. Aber sind wir auch mit den Marken dahinter vertraut? Kennen wir uns aus mit den Sprüchen der Marken? Welche Automarke hat den Spruch geprägt: Nichts ist unmöglich…? Wer die Antwort kennt, zieht seine Spielfigur vorwärts, und dann kommt die nächste Frage zu einer Marke. Wenn Sie jedoch nicht weiterwissen, sind die Mitspieler an der Reihe. Einfache Spielregeln für die ganze Familie, denn das Motto kautet „Ich bin doch nicht blöd“… Na, welche Marke wars?

Firma: Jumbo Spiele GmbH

Mobiles Marken-Lexikon – Auch mobil den vollen Markenüberblick behalten…
Damit man beim Spiel gut abschneidet, sollte man sich mit der mobilen Version eines Markenlexikons vertraut machen und die Zeit im Zug, an der Bushaltestelle oder auch mal in unspannenden Meetings nutzen, um zu wissen, wo Slogans herkommen: Diese kostenlose Marken-App bietet Infos zu mehr als 280 Marken und wird ausgebaut. Bis 2012 will man 10.000 Marken darin beheimaten. Positiv ist auch die Kontaktfunktion der App, auch wenn es meist nur der Link zur Homepage ist. Ein Quiz offeriert das gelernte Marken-Wissen auch gleich mal zu testen. Natürlich soll es irgendwann auch mal eine Druckversion davon geben. Ob das noch nötig ist? So werden Markenfreunde erzogen…

Firma: Deutsche Standards

Der schnelle Clip für YouTube – Mit der MinoHD die soziale Markenkommunikation stärken…
Sprechen Sie schon mit ihren Kunden? Gut, dann nutzen Sie doch auch die Chance, Reviews und Meinungen zu filmen und online zu stellen. Nichts wirkt realistischer als ein Gesicht, welches sich zu einer Marken “live” im audio-visuellen Format äußert. Mit Cisco’s Flip Video können pfiffige Clips nach dem “Shoot & Share”-Prinzip schnell im Netz zur Verfügung gestellt werden. Früher schickten Medien die Praktikanten auf die Straße zur schnellen Meinungsumfrage. Denken Sie doch mal als Medium und machen dasselbe, denn die Zukunft spricht audio-visuell…

Firma: The Flip

Kino, Gaming, Marke – Das HTC HD7 bietet wahres Markenerlebnis…
Wer seine Marken schon verfilmt oder wahres Storytelling mittels Commercials macht, der träumt davon, daß seine User das richtige Handy haben, um diese Filme erleben zu können. Denn das 10,9 cm große, hochauflösende Display der HTC HD7 bietet ein wahres Kinoerlebnis, welches die audio-visuelle Marke auf neuzeitliche Weise einfangen lässt. Die HTC HD7 hat einen HD 720p Camcorder, der für detailreiche Aufnahmen in starker Qualität steht. Ideal, um die Marke oder die Brandvagelisten darum, perfekt in Szene zu setzen.

Firma: HTC Corporation

Strategie und Technik der Markenführung – Richtig verstehen heißt, auch Print zu lesen…

In der Zukunft wird es bei zunehmendem Wettbewerb immer wichtiger die Marke als immateriellen Wertschöpfer zu kennen und schätzen zu lernen. Prof. Dr. Franz-Rudolf Esch kennt sich damit als Leiter des Instituts für Marken- und Kommunikationsforschung der Universität Gießen bestens aus und teilt sein Wissen in diesem Werk. Das Buch erläutert die aktuellen Rahmenbedingungen, Ziele und Strategien, die zu einer erfolgreichen Markenführung führen. Es verdeutlicht, wie mit Markenidentität und Markenpositionierung umzugehen ist – vom Aufbau, bis zur Gestaltung und dem Ausbau. Es wird dabei sowohl auf Strukturausbau der Marke, als auch hilfreiche strategische Allianzen sowie Führung des Markenportfolios eingegangen. Ein “Must-Have” für alle Marketiers…

Firma: Verlag Franz Vahlen GmbH

LiveView ist das Mini-Fenster zur Welt – Ein externes Display für Android Phones…

Armbanduhr, MP3-Player, externes Display und mobiler Live-Stream? Das LiveView ist irgendwie ein wenig von allem, und noch mehr. Man kann es sogar an der Kleidung tragen. Es wiegt 19 Gramm, misst 35 x 35 x 11 mm und zeigt eingehende Informationen auf Facebook und Twitter, Anrufe, MMS, RSS-Feeds, Textnachrichten, Termine, und natürlich auch die Uhrzeit. Man kann es sogar an der Kleidung tragen. Aufgrund der Bluetooth-Technik kann man alle Funtionen, auch den Musikplayer bedienen, ohne das Handy aus der Tasche holen zu müssen. Ein wahres Gadget eines zukunftsweisenden Bildschirms mit hohem Aufmerksamkeitgrad…

Firma: Sony Ericsson

Das Ende des Kabelsalats – Duracell lädt wireless mit myGrid Platte…

Ein Traum oder Wirklichkeit? Sind wir endlich in einem neuen Lade-Zeitalter angekommen, oder wird es dem mobilen User nur suggeriert? Das wahrlich simple “drop & go”-System bietet gleichzeitiges Laden von bis zu vier Geräte. Der User muss nur einen Power Sleeve™ oder Power Clip™ an jedem Ihrer Handgeräte anbringen und legen die Geräte zum Laden auf die myGrid™ Ladeplatte legen. Das wars. Laden, fertig. Und das Ganze auch noch mit automatischer Abschaltung, die den Ladevorgang stoppt, sobald jedes Gerät vollständig aufgeladen ist. “Always on” bekommt da eine neue Bedeutung…

Firma: Duracell

Jetzt bei der Verlosung mitmachen!
Natürlich habe ich für meine User wieder je ein Produkt zur Verlosung von den Anbietern erhalten. Also, mitmachen! Wie? Ein Retweet und kleiner Kommentar, welches Produkt ihr gut findet. Dann nehmt ihr an der Verlosung dieses Produktes teil.

Teilnahmeschluss ist Freitag 17.12.2010. Wenn der Weihnachtsmann, Euch rechtzeitig erreichen soll…! Der Rechtsweg ist ausgeschlossen.

PS: Vielen Dank an die Produktlieferanten…!

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