After the pandemic is before the next problem

How brand management works in the pandemic ...

Why and how Bonsai "makes a mark" ...

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". Change is coming, whether we like it or not: it's about shaping the new normal - for consumers as well as for brands.

Thomas Hoch and Bonsai CEO Jens Krüger explain in a YouTube talk why Bonsai has expanded its brand strategy division - and why we understand the topic,

As a small "appetiser", here are three theses for emotional brand management in the "new normal" in the very short version:

Momentum is always
We should get used to the fact (also in marketing) that momentum is always (again). For those who want to practise: the plural of momentum is momenta. 

People don't have to be consistent. Brands already
Take the SUV to Aldi on Fridays, cycle to the farmers' market on Saturdays? Make a resolution to eat healthier on Mondays and buy junk food on Tuesdays? Consumers really don't make it easy for brands. After a round of (self-)pity, the sober realisation remains: brands have to be consistent, people do not. 

Really now
The term "authentic" is used so inflationarily in marketing-speak that we don't want to write about it any more. But it has to be. Real! Now!

Curious about Thomas Hoch's theses? The complete article "After the pandemic is before the next problem" - or the whole printed (!) magazine - can be found under the following links: