Physics tutoring for brand managers
Branding: Klaus-Dieter Koch believes that holding back on appeal is outdated. And in *Reiz ist geil*, he backs up this claim with the laws of physics and numerous positive and negative examples of brand building and maintenance.
Branding Klaus-Dieter Koch believes that being stingy with stimuli is out. And proves it in "Reiz ist geil" with the laws of physics and many positive and negative examples of brand development and maintenance. Stinginess was cool, not only on Saturn, but also on Earth. That was light years ago. Today we live in the age of stimulus - only granting discounts and being stingy with stimuli is over, because stimulus is cool. This is the conclusion of the book of the same name by brand expert Klaus-Dieter Koch, who wants to position himself as a brand. And not even badly ... but let's take it one step at a timeThe natural scientists are conquering marketing. Peter Metzinger, who established the discipline of business campaigning in the German-speaking world, is a physicist, while Klaus-Dieter Koch explains the seven steps to attractive branding using the laws of physics. For him, brands work like systems in nature. They attract when their density is high enough and they clearly distinguish themselves from others.
Koch derives his concepts for increasing the appeal of brands, products and services from this. And when he writes attraction, he means attraction: for him, strong brands have the power to seduce customers. For Koch, we are not lacking in performance, innovation, quality or service - we are lacking in the art of seduction.
The art of seductionPeople want to be seduced. This is just as true in a relationship as it is when buying a television or taking out life insurance. Those who understand this and have mastered the art of seduction not only sell more, but above all sell more expensively. Because we not only want to be seduced, we are even prepared to pay more for it. What we pay more for is the premium for the allure factor.
In this way, stimulus generates added value for brands, products and services. Klaus-Dieter Koch explains how this works with seven laws of physics:
The higher the density, the stronger the mass attraction (evaluate).
Paramagnetic stories attract heterogeneous groups equally (explore).A brand on which no force acts remains in a state of rest (inspire).The center of the brand is singularity (position).The load force of a brand results from load and time (construct).A closed system creates density (condense). Swarm intelligence enlarges a brand community (mediate).Like a phoenix from the ashesAnyone who sat at the window in physics lessons at school will still understand these theses. Firstly, because Koch explains the laws of physics to which he refers in simple terms, and secondly, because his writing is clear, comprehensible and structured. He also backs up each of his theses with positive and negative examples, such as the rapid rise of Puma.
15 years ago, Puma was on the brink of extinction; today, Puma is one of the best-known and, above all, most sought-after sports lifestyle brands. The brand managers in Herzogenaurach combine influences from sport, fashion and lifestyle more successfully than others because they focus on the four brand characteristics of distinctiveness, individuality, spontaneity and internationality. What's more, sports fashion is not available everywhere, which increases desire. Puma's brand managers have mastered the fine art of seduction.
Intensive seminar or book? Koch explains how brand building and brand management work, what it takes and what can go wrong. His book "Reiz ist geil" is easy to read because he conveys his knowledge of brand strategy with wit, spirit and humor. That's why much of it sticks, even for laypeople.
No wonder, Koch is considered one of the most prominent branding experts in the German-speaking world and is a frequent speaker on the subject. For example at the ZfU. Anyone who doesn't have time for this two-day intensive seminar will be well served by the book and will also save CHF 2631 ...
Roger Hausmann
> Reiz ist geil by Klaus-Dieter Koch; orell füssli, Zurich, 2006, 192 pages, 49 francs.
Koch derives his concepts for increasing the appeal of brands, products and services from this. And when he writes attraction, he means attraction: for him, strong brands have the power to seduce customers. For Koch, we are not lacking in performance, innovation, quality or service - we are lacking in the art of seduction.
The art of seductionPeople want to be seduced. This is just as true in a relationship as it is when buying a television or taking out life insurance. Those who understand this and have mastered the art of seduction not only sell more, but above all sell more expensively. Because we not only want to be seduced, we are even prepared to pay more for it. What we pay more for is the premium for the allure factor.
In this way, stimulus generates added value for brands, products and services. Klaus-Dieter Koch explains how this works with seven laws of physics:
The higher the density, the stronger the mass attraction (evaluate).
Paramagnetic stories attract heterogeneous groups equally (explore).A brand on which no force acts remains in a state of rest (inspire).The center of the brand is singularity (position).The load force of a brand results from load and time (construct).A closed system creates density (condense). Swarm intelligence enlarges a brand community (mediate).Like a phoenix from the ashesAnyone who sat at the window in physics lessons at school will still understand these theses. Firstly, because Koch explains the laws of physics to which he refers in simple terms, and secondly, because his writing is clear, comprehensible and structured. He also backs up each of his theses with positive and negative examples, such as the rapid rise of Puma.
15 years ago, Puma was on the brink of extinction; today, Puma is one of the best-known and, above all, most sought-after sports lifestyle brands. The brand managers in Herzogenaurach combine influences from sport, fashion and lifestyle more successfully than others because they focus on the four brand characteristics of distinctiveness, individuality, spontaneity and internationality. What's more, sports fashion is not available everywhere, which increases desire. Puma's brand managers have mastered the fine art of seduction.
Intensive seminar or book? Koch explains how brand building and brand management work, what it takes and what can go wrong. His book "Reiz ist geil" is easy to read because he conveys his knowledge of brand strategy with wit, spirit and humor. That's why much of it sticks, even for laypeople.
No wonder, Koch is considered one of the most prominent branding experts in the German-speaking world and is a frequent speaker on the subject. For example at the ZfU. Anyone who doesn't have time for this two-day intensive seminar will be well served by the book and will also save CHF 2631 ...
Roger Hausmann
> Reiz ist geil by Klaus-Dieter Koch; orell füssli, Zurich, 2006, 192 pages, 49 francs.
