"Jackie", the dog with human features and DJ qualities, is intended to get 18 to 25-year-olds excited about the new wine in a casual and relaxed way. Fresh campaigns and promotions, cheeky language and a young design are intended to appeal to the party scene, the agency said in a statement on Thursday.

In addition to naming, wine labels, packaging, advertising and promotion, the agency is also responsible for the entire online presence. This includes the website Jackie-wow-ch with in-house produced party sound, an animated film "DJ Jackie" and a social media concept. The basis for strategy, brand management and corporate design is a definition of values with Ovrea Corporate Personality.

Responsible at Felder Vogel: Mark Vogel (strategy, value definition and naming) Daniel Felder (strategy, art direction and illustration), Andrea Lacusteanu (concept and text), Ina Gammerdinger (social media concept and web), Andrea Pfister (project management), Mike Häfliger (sound), Janic Halioua (animation).

In the study, the Institute of Marketing Management at the ZHAW School of Management and Law surveyed decision-makers at Swiss companies on the topic of CRM. Based on a quantitative survey, the data records of 279 small, medium-sized and large companies from various sectors in German- and French-speaking Switzerland were analyzed. The results were discussed and reflected upon with CRM experts.

The importance of CRM has also increased this year. Almost 92% of companies describe it as "rather important" or "very important" for business success (previous year: 89.3%). Accordingly, more and more budget is being made available for CRM activities. At the same time, the perspective is changing - away from the software perspective towards a holistic understanding of CRM as a company-wide organizational and management principle. CRM trends are pointing towards individualization, with efficiency considerations also playing an important role. For example, "individual support based on customer value" remains the topic that most companies (55.3%) consider to be very relevant. This is closely followed by "personalization" (52.7%). Compared to the previous year, "Mobile CRM" has become much more important, with 39.6% of CRM managers identifying it as a trending topic in 2013.

More and more companies are facing tougher competition and are struggling to hold their own against the competition. Around 86% of the companies surveyed say that their market is highly competitive, with 58% believing that at least one of their competitors is significantly stronger. This indicates that relationship management alone is no longer enough these days. But there is good news: Customer Experience Management (CEM) has proven to be an effective way of retaining customers in the long term.

Satisfied customers are not automatically loyal customers

In this year's study, for the first time not only the company perspective was surveyed, but also the customer perspective was examined using the example of three participating companies. The aim was to find out to what extent the assessments of CRM managers and customers coincide. The customer survey confirms the companies' assumption that their customers are highly satisfied. At the same time, however, it shows that only the highest satisfaction levels generate reliable loyalty. Satisfied customers are therefore not automatically loyal customers.

Download the "Swiss CRM 2013" study

 

As part of the current discussion on Swissness, all brands in the brand poster were examined to see how much Switzerland they really have and whether they also communicate with this attribute. The result was that hardly any Swiss brand misses out on the Swiss seal of quality. Almost every brand uses "made in Switzerland" or a small Swiss cross on its packaging. However, only around a third of all brands included manage to use and communicate Swissness as a credible brand attribute. This means that only brands that consistently use a Swiss cross, the Matterhorn or the term "of Switzerland" in direct connection with the logo were highlighted.

The brand new region "Zum Schweizermacher" is now home to new brands that were founded abroad but are now perceived as Swiss brands. Odlo, for example, was founded in Norway but has been headquartered in Switzerland since 1986. But the other 30 new brands also keep the brand poster exciting. In the "Ferienegg", the Dolder Grand, Badrutts Palace and Victoria Jungfrau hotels clearly speak for the high quality of Swiss brands. Roger Federer was also included as a brand. The poor spring weather did not go unnoticed by the creators of the brand poster, and new brands such as Spatz, Exped, Stromer, Flyer and Thömus were launched to prepare for an even better outdoor summer. Unfortunately, brands such as Merkur, which was taken over by Läderach, and EGL, which became Axpo, were also laid to rest last year and are now in good company in the "Märkli cemetery".

In addition to the adapted brands, a revised layout and changes to the landscape on the brand poster, the website Markenplakat.ch has been brought up to date with all content. All brands can be found with extended information in the electronic brand lexicon. In addition to contact details, the encyclopedia contains essential information on owners, history, logos and advertising campaigns. In addition, direct links provide quick access to the social media accounts of the respective companies or brands. The Swiss brand poster also has its own Facebook- and Twitter-The company's website provides its fans and followers with the latest news from the Swiss brand landscape.

All trademarks are available online, with additional information in the Swiss Trademark Dictionary at Markenplakat.ch to find.

The creators of the Swiss brand poster are Evoq Communications, HTP St. Gallen and Update Zurich. The Swiss brand poster is sponsored by DPD Switzerland, Elco Switzerland, Persönlich, Netmapping, Neihart & Schön and Diprint.
 

Michael Hug has headed the BZ Berner Zeitung since January 2006. From May 2006 to June 2009, he ran the editorial team together with Markus Eisenhut, and since 2009 he has been the sole editor-in-chief. Hug entered journalism via Solothurner Nachrichten and later wrote for Solothurner Zeitung, BZ Berner Zeitung and the news magazine Facts, among others. In recent years, the Solothurn native has shaped the regionalization of the BZ Berner Zeitung, which was reflected both in terms of content and in a new newspaper architecture, and was responsible for the expansion of the online offering. During his time in office, the Langenthaler Tagblatt was also successfully integrated into the BZ newspaper network.

A successor to Michael Hug as Editor-in-Chief is not yet known.

Teaser image: Blog.bernerzeitung.ch

What should definitely not be missing at an anniversary celebration? The cake, of course. So, together with the KSA's head pastry chef, the creation of a birthday cake was captured step by step in a photo shoot and supplemented in the report with tips on how to bake it yourself.

This is the first time that the KSA's annual report has been illustrated without medical images, the agency said in a statement. This is intended to highlight 2012 as an anniversary year.

Responsible at KSA: Andrea Hopmann. Responsible at Inter-Punkt: Fabian Koch (consulting, concept), Christoph Zimmermann (graphics, concept), Miriam Hunziker (graphics). Photographer: Jean-Jacques Ruchti.

On Thursday morning, André Simonazzi posted the following tweet according to SDA: "@BR_Sprecher is one year on Twitter today! I look forward to hearing your ideas and suggestions in the future. Thank you very much!" In the last twelve months, he and his team have posted over 460 tweets in the national languages and in English - from advertising for the blood donation campaign with President Ueli Maurer to references to media conferences and congratulations for the victorious Swiss ice hockey players. Over 3,000 Twitter users are interested in Simonazzi's posts and photos of Federal Council meetings with foreign ministers and members of the government mingling with the people.

Simonazzi's interests on Twitter, on the other hand, are not very wide-ranging. He follows just six Twitter users. The Pope is not among them, but the DDPS is. Simonazzi also follows the Uvek, Interior Minister Alain Berset, the Swiss Parliament, the Ch.ch portal - and the Young Journalists. (uma)
 

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.

(flnr: Rudolf Blankschön, Clemens Koob, Alex Hefter)

Photo: Thomas Stuckert
 

Although the figurative/word mark is simple and elegant, it is intended to reveal irregularities, stylistic breaks, and a certain youthful lack of preoccupation to the interested observer: "Surmounted by the round trimmed by an imperfection, and underlined by means of the specially drawn house font," according to the agency. The serifed Linear-Antiqua grotesquely merges Egyptienne and Clarendon features in the word part.
 

The first print results refer to the slightly mocking remark of supposed Swiss city dwellers: "Eastern Switzerland. Where fox and hare say good night to each other." Thus, the subjects form a dialogue of forest and meadow dwellers on the distinction between men's and women's clothing on the price tags. The whole thing is stylistically inspired by another traditional regional craft: the peasant silhouette.

The appearance is completed by the simple One Page Website Karinreichmuth.ch. The imagery in retro color palette is intended to give "Reichmuth" a down-to-earth and artisanal character on the screen as well.

Responsible at Pixeldisko: Othmar Küng (overall responsibility), Bianca Jäger, Nathalie Moser, Hannes Quaderer, Corinne Wyssen (realization), Michel Kiwic (illustration). Responsible at Reichmuth: Karin Reichmuth.

A hashtag is preceded by a hash sign #. If Facebook users click on it or search for the hashtag, they will see more posts on the same topic. "Until today, there was no easy way to get a broad picture of what's happening or what people are talking about," said Facebook manager Greg Lindley on Wednesday, explaining the introduction of hashtags. However, the user still decides who is allowed to see their own publications: Only their circle of friends or the general public.

This form of keywording already existed at the acquired image service Instagram. Lindley announced that further functions will be introduced in the coming weeks and months to simplify the search for topics. In this way, the social network is trying to make itself more attractive for sharing current events, where Twitter is strong.

However, Facebook is also targeting advertisers. Much of the content that is shared on the network every day is about "brands, products, public figures or local businesses", according to Facebook's marketing blog. Manager Lindley also mentioned TV series and sporting events - opportunities that should also be of interest to advertisers.
 
Dozens of companies used hashtags in their commercials during the Superbowl, the final of the US football league with an audience of millions. Facebook wants a slice of this advertising pie: Hashtags that advertisers use on other networks will now work on Facebook, the network writes. (SDA)
 
 

The affiliate program has been running since April 2013 and promotes the online fashion store The Look. PKZ wants to raise awareness of the online store launched in 2011, tap into new target groups on the internet and increase online sales, the agency said in a statement on Thursday. The Look was launched in 2011 as a brand staple of the PKZ Group. The online store Thelook.com was launched in October 2011.

"Affiliate marketing is an important pillar of our online strategy and with Tradedoubler we have found the right partner with whom we can launch a purely ROI-focused sales channel in addition to our existing marketing activities and also increase the reach for our online store," says Nicolas Schibler, Managing Director E-Commerce of the PKZ Group.
 

The agency is now responsible for the new brand strategy (branding), the further development of the brand manual (CI, CD, visual and editorial guidelines), the redesign of the website and the development of social media tools.