Publiuisse Forum "Brands and Media
At this year's Swiss Brand Congress on June 13, Publisuisse presented the forum «Brands and Media.» The forum focused on how a brand adapts to a changing environment.
In his input presentation he dealt with Clemens KoobManaging Director of Zehnvier Research & Rtrategy, addressed the two questions: "How is media use changing?" and "What impact does this have on brand communication? Various study results from Germany and abroad provided points of reference. Among other things, Clemens Koob used current research results to show that TV is still the medium with the highest usage time, despite a strong increase in Internet usage (Presentation: Media of the Future - Current Study Results).
Subsequently gave Rudolf Blank, Head of Brand Management and Experience, gave an account of his experience with SBB's new brand identity: "Keeping the brand promise of 'at home on the road' on a daily basis and having all employees live it is demanding. He also emphasized the importance of integrated communication as a success factor. In addition, motivated employees are needed who know where the journey is going so that customers feel well looked after at all times and are "at home on the move".
Alex stapler, Creative Director/Head of Design and Marketing Schweizer Radio und Fernsehen, provided insights into SRF's new brand world. He showed why it was necessary to abandon the established SF and DRS brands and place everything under the SRF umbrella brand. With the new brand architecture, SRF today stands for all offerings in television, radio and multimedia, he said. SRF's brand awareness has increased from zero to 87 percent in a short time. This shows, among other things, how successfully advertising can be done in SRG media.
Photo: Thomas Stuckert
