A major interview in the magazine Markenartikel with Kim Haußer, Prof. Peter Wippermann (both Bonsai Future) and Dr. Hannes Fernow (GIM) deals with the question of how brands can deal with the rapid changes of today - and how trend and future research can support them in doing so.

Brand measurement and brand management in the crisis

Jan Borcherding and Thomas Hoch from Bonsai Research present a 5-point programme for the contemporary measurement of brands and brand management on marktforschung.de.

Bonsai Strategy, media responseElke LoewMarch 17, 2022Brand measurement, brand management, brand strategy

W&V: Only together unbeatable: CX and brand

In an expert article for W&V, Martin Siek, Head of Customer Experience at Bonsai, shows how the interaction between marketing and customer experience (CX) management should work. Which four factors are the basis for successful interaction ...

After the pandemic is before the next problem

In the new Sales Magazine, Thomas Hoch, Head of Brand Strategy at Bonsai, has drawn up a 10-point programme for emotional brand management. Because between the end of the world and "business as usual" lies the "new normal". It's about shaping this new normal - for consumers as well as for brands. And that can be really fun. Really now? Really now!

Bonsai StrategyElke Loew28 October 2021Brand Management, Pandemic, Emotional Brand Management, New Normal

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