Personalities can change the world. So can brands. But it's not the products or innovations alone that make a brand great and significant. Brands need one thing above all: personality. Thomas Hoch, Head of Bonsai Strategy, explains in the new markenartikel magazine what is required of brands and how they can achieve this.
Read moreJan Borcherding and Thomas Hoch from Bonsai Research present a 5-point programme for the contemporary measurement of brands and brand management on marktforschung.de.
Read moreCustomer experience is no longer enough, it has to be total customer experience. The logic of the increase alone makes it clear: investments are being made here. Millions are invested in software, systems, artificial intelligence and ultimately also in human intelligence in the form of personnel. At the same time, marketing seems more bland than ever. Why is that actually the case? Jens Krüger asks - and gives suggestions on how things could be different in Bonsai Sales-Magazin.
Read moreUnder this title, marktforschung.de reports that we have acquired the German licence for NeedScope from Kantar: "With the licence, part of the Brand Strategy team from Kantar will also switch to Bonsai on 1 April 2021: Thomas Hoch, Manuel Otte and Joachim Odendahl." Unilever, Mondeléz, Samsung and Google, among others, work with the emotion measurement tool.
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