The graduates with the course directors Peter Felser and Max Meister (zVg)The third edition of the CAS (Certificate of Advanced Studies) Brand Leadership was launched at the HWZ this spring. The course is dedicated to holistic and strategic brand management. Lecturers include heads of major brands such as Thomas Amstutz (CEO Feldschlösschen Group) and Urs Riedener (CEO Emmi Group), advertisers such as Dominique von Matt and Martin Spillmann as well as leading academics such as neuromarketing expert Dr. Hans-Georg Häusel and professors Torsten Tomczak and Sven Reinecke from the University of St.Gallen. "The high quality of the lecturers obviously rubs off on the participants," explains Peter Felser, who is responsible for the course together with Max Meister, and the graduation ceremony took place on September 30, 2016 at the "Più" restaurant in Zurich. The best overall grade was achieved by Zsuzsanna Borsa, Dominik Mätzener, Claudia Unterlechner and Miranda Zawrzykraj with a grade of 5.5. The experts also awarded Therese Baumann, Stefan Erhart, Tatjana Meichtry and Eva-Maria Szabó for the best short presentation.The course is aimed at brand-savvy managers who want to strengthen their strategic understanding of brands. Through guest lectures, case studies and excursions, the course combines the latest scientific findings with proven rules for success from practice.The graduates of CAS Brand Leadership 2016Therese Baumann, Zsuzsanna Borsa, Jürg Burkhalter, Carole Burri, Alexander Carisch, Anna Czerwinska, Anna Domagala, Stefan Erhart, Birgit Faller-Füllgraff, Adrian Grabe, Marietta Hersche, Fabienne Leuenberger, Dominik Mätzener, Tatjana Meichtry, Lisa Melnikova, Sabrina Molinari, Marc Pfyffer, Jasmin Röllin, Martina Steffen, Eva-Maria Szabó, Claudia Unterlechner, Simon Wüthrich, Miranda Zawrzykraj, Vanessa Zwinselmann

From November 18 to 24, visually impaired and blind staff specially trained in service will accompany guests at the Gutenberg Museum through a cozy bilingual evening with a blind dinner. Small animations between the courses also give you the opportunity to test your sense of touch and smell as well as your sense of taste. Familiar things suddenly seem unfamiliar, as the visual impression is missing - so the culinary journey of discovery can begin.

The US election campaign is moving the masses. Twitter is an important platform for exchange.The sparks flew again: after the latest Trump scandal surrounding a video in which he brags about sexually assaulting women, the presidential candidate was once again ready to attack. Hillary Clinton had a lot to take. However, the former First Lady scored particularly well when it came to content.Top 3 moments with the most tweets during #debate:1. Trump says he disagrees with Pence on Syria policy2. Trump calls himself a gentleman3. Trump announces he will jail Hillary under his administration

Largest follower growth on Twitter during #debate:1. @HillaryClinton - 25,0002. @realDonaldTrump - 16,000The most frequently mentioned topics in tweets during #debate:1. terrorism2. Foreign affairs3. The economy4. Healthcare5. GunsDistribution of the #debate conversation on Twitter between the two presidential candidates:@realDonaldTrump - 64%@HillaryClinton - 36%

The Cantonal Cultural Landscape Days begin on October 28th The Cultural Landscape Association is an interest group with the aim of representing the concerns of cultural organizers in the countryside and making their voices heard. The association brings together a total of 25 organizers who cover a wide range of cultural activities. Concert and cabaret organizers, galleries and museums as well as literature and film organizers are members of the Kulturlandschaft. And the Kulturlandschaft association is active throughout the canton, from Entlebuch to Seetal, from the urban periphery to the cantonal borders of Bern and Aargau. They meet regularly, exchange ideas and lobby politicians for their concerns. Members of the cultural landscape are also represented on a number of cultural and cultural policy bodies and commissions, and the canton of Lucerne has recognized the signs of the times and is underlining its intention to strengthen culture in the countryside. In this way, various artists are given a platform to present their art.The programFor two weeks, a total of 18 municipalities form the stage for a dense and varied cultural program. Each organizer of the cultural landscape programs an event during the Days of the Cultural Landscape that represents its annual program in some form. In this way, the days become an excellent showcase for the cultural offerings in the countryside, which cover a wide range of genres, such as the Lucerne singer/songwriter Henrik Belden (Somehuus, 29.10.), the Grisons jazz and folk singer Ursina (im Schtei, 5.11.) or Miriam Crespo with her wonderful Americana songs (Braui Hochdorf, 4.11.) In addition to the concerts, films and theater are also offered. For example, at the Rathausbühne Willisau with the Nina Theater and their play "Gschnorr" (29.10.) and the theater's own production "This" The two museums Sankturbanhof Sursee and Heidegg Castle also offer guided tours. The Lucerne Design Gallery in Neuenkirch is offering a wide range of cultural activities this year. Under the title "Vo da - vo da - vo da", there will be music by the Lucerne country band "Ophelia's Iron Vest", spoken word by Matto Kämpf and ceramic art from Steinemann. Last but not least, the KKLB in Beromünster will be presenting its new projects "Pause" and "KKLB Berlin" and the Hinterland will be coming up with a completely new cultural format.the complete program and further information at: www.kulturlandschaftluzern.ch

Dior, the third brand in the Best Global Brands from the LVMH portfolio alongside Louis Vuitton and Moët & Chandon, is delighted to have made it into the ranking of the 100 most valuable brands in the world. Tesla is now also among the 100 most valuable in the world. Elon Musk's uncompromising will to revolutionize, the pioneering technology and the aesthetic design of the vehicles have created an impressive brand, and the brand with the highest growth this year is Facebook. With an enormous increase in brand value of 48 percent, the company has advanced to 15th place. Mark Zuckerberg's social media brand is therefore the top growing brand in the Best Global Brands Ranking 2016. The second fastest-growing brand is Amazon. With an increase of 33 percent and a brand value of 50.34 billion US dollars, the online service provider moved up to eighth place.Automotive growth sectorThe global automotive industry continues to grow unabated. With the exception of Volkswagen and Honda, which suffered losses of minus nine and minus four percent respectively, the remaining 15 brands from the automotive sector recorded an increase in their brand value. Toyota remains the most valuable automotive brand overall in the ranking and even moves up into the top five. Mercedes-Benz grew by 18 percent. BMW is close behind with 41.55 billion US dollars, while Nissan is once again one of the top growth brands this year, moving up to 43rd place with an increase in value of 22 percent. Porsche and Mini are also proving extremely successful with an increase of 18 percent each. Good sales growth and improved margins gave Audi growth of 14 percent. Newcomer Tesla is in 100th place with a brand value of 4 billion US dollars.

Heterogeneous growth in the technology and electronics sectorThe technology brands continue to clearly dominate the ranking with their cumulative brand value, but growth is very unevenly distributed. Facebook recorded the highest growth in this year's ranking with a plus of 48 percent. Adobe and Huawei grew by 21% and 18% respectively, SAP and Google by 13% and 11%. Samsung achieved an increase of 14% and is thus growing significantly faster this year than its competitor Apple with only 5%, but remains in seventh place.Microsoft, Intel and Cisco are growing somewhat more slowly in direct comparison, at 8% and 4% respectively.

Bernhard Hübscher, Managing Director Rausch Packaging.MK Can you explain why packaging is not just a cover for the product, but also a marketing tool?BERNHARD HÜBSCHER A great example of how packaging can be used for marketing is printed carrier bags. In tests, they were seen 300 times in 20 minutes! So why not use them as free advertising space? The same goes for beverage cups. The to-go cup has almost become an accessory, with consumption downright celebrated on the go. But that doesn't apply to a simple paper cup. Small local businesses can also benefit from having their individualized cup on the go in the city.Not to be forgotten are napkins. Consumers pick them up and wipe their mouths with them. Here, not only does an individualized design make a good impression, but also the quality of the napkin. How soft is it and does it not soak through too quickly? The customer expects more from a gourmet takeaway than from a small snack bar. The overall impression must be coherent.MK Coca-Cola has shown the way with its "Share a Coke" campaign: personalized packaging is well received. Can you explain this phenomenon?HÜBSCHER Customers already feel addressed by the branding. If their own name is also on the packaging, the consumer feels unique and well understood. This happens quite subconsciously. Packaging of this kind strengthens brand loyalty and ensures closeness to the customer.A similar approach can be observed at Starbucks. When ordering, the customer's name is noted on the cup, in the morning even with a smiley next to it. This makes them feel valued, which strengthens their bond with the company and increases the likelihood that they will get their next coffee at Starbucks again.MK You have already mentioned how important the visual and haptic impression of a product is. How can companies specifically win new customers with their packaging?HÜBSCHER In our globalized world, products are becoming more and more similar and are not only available on a national market. From this mass of items, companies must first stand out! How the brand is presented is therefore crucial to generate attention.Every time the customer comes into contact with the brand, he should have the same - positive - experience. A consistent look and feel is therefore of utmost importance. As already mentioned, customers first see the packaging and form an initial opinion about the product. In addition to the visual impression, the product's feel, smell and even sound must also be taken into account. This all contributes to the overall picture.MK The latest trend is smart packaging. What exactly does this mean and what potential do you see?HÜBSCHER As "smart" already expresses, these are intelligent packages that are networked thanks to a chip, for example. In the food sector, they can be used to provide information on the freshness of the product or its temperature. So if a product has already expired in terms of its best-before date, but is still fresh according to the packaging, it doesn't have to be thrown away. This can prevent food that is still good from being thrown away. Innovations such as electronic control mechanisms, oxygen absorbers or even antimicrobial film additionally extend the shelf life of food on its way to the store.For me, however, the term "smart" goes even further. Packaging can also be "smart" in terms of material, weight or functionality. The more efficient the packaging, the more manufacturers and customers benefit. This means, for example, that it can be packaged more quickly and cheaply, transported more safely, and consumed more easily out of the packaging.MK The range of delivery services that bring food is increasing. How can packaging be used to positively influence purchasing decisions?HÜBSCHER Especially for a delivery service, I think packaging is very important. After all, it has to fulfill several functions: The product should arrive safely at the customer and be well presented. When it comes to consumption, the customer can be convinced by easy handling. If the packaging is easy to open and close, he will be in a positive mood. If the food tastes fresh and no additional dishes are needed, he may order again soon. Functional and ideally branded packaging is therefore crucial to the success of a delivery service.MK Let's take a look into the future: Will packaging continue to gain in importance?HÜBSCHER I can only answer this question with a resounding "yes. The world is becoming more and more mobile and globalization continues to increase. Flexibility is needed here, whether you're sending goods to other countries or continents, operating online or offering takeaway food.MK Which of your customer projects do you remember most?HÜBSCHER A project comes to mind that has nothing at all to do with food and shows how creative packaging can be. A well-known men's and women's underwear manufacturer had developed a silk underwear line with milk proteins. In order to be able to show them in displays in a promotionally effective way, we realized coffee-to-go cups on which an attractive lady could be seen. The cups were filled with the washes and closed with a lid, just like a coffee-to-go. A really imaginative idea!MK Awareness of sustainability is growing all the time. What is your company doing for the environment?HÜBSCHER Anyone who is active in the packaging industry cannot avoid this topic. We want to live up to our responsibility and therefore pay attention to sustainable solutions. Our product range offers a large proportion of products made from appropriate materials, whether paper, a renewable and recyclable raw material, or biocompatible PLA, which is made up of lactic acid molecules.As far as possible, we use recycled materials without neglecting food safety. For take-away, we provide customers with cutlery made of wood or menu trays made of bagasse, which is obtained from natural residues from sugar cane production.We are particularly proud of the fact that we are the first full-range supplier to be FSC and PEFC certified since 2015. The raw materials used therefore demonstrably come from responsibly managed forests. They were of course also used in our new packaging line for snacks and takeaways "Frisch & fein".Internally, too, we handle resources responsibly. This is because in their day-to-day work, our employees also pay attention to the careful use of paper, electricity and water.MK What trends do you see for the packaging industry in 2017?HÜBSCHER The topic of environmental protection will continue to occupy us in the coming year. Customization will also become increasingly important. In addition, work is continuing on further reducing the minimum quantities for individual solutions. This means that even small businesses can use this marketing tool for themselves, or packaging can be produced for seasonal occasions.More about Rausch Packaging is available at here.

The agency for social media and influencer marketing Webguerilla surveyed 250 marketing decision-makers about their experiences with the current trend discipline in marketing and came to the following conclusions:Influencer marketing helps to reach new target groupsInfluencer marketing has not yet reached marketing decision-makers. 58 percent are not yet familiar with the term. However, the 42% to whom it does mean something are already using the current discipline. Of these, 63% already have experience with influencer marketing - that's one in four marketers - and the main reasons for using it are the development of new target groups (41%), interaction with the target group (40%) and an image lift (38%). In contrast, only 16 percent rely on increased sales as a result of the measures. In practice, the strategy works. When asked about their experiences with influencer projects, decision-makers primarily cite the development of new target groups (40 percent). This is followed by maximizing reach (29%) and interaction with the target group (32%). Brand rejuvenation (29%) and an image lift (24%) are also cited as positive results by numerous experts. Overall, the study shows that the general attitude of marketing decision-makers towards influencer marketing is still mixed: one in three assess the discipline as positive, while only two percent are negative. Over 60 percent do not yet want to give a final verdict on this or look back on mixed experiences. The most frequent point of criticism here is that influencer support is too complex (30 percent). Irrespective of their overall assessment, however, the respondents also stated that they had taken away specific lessons for the product/brand (16%) and positive impulses for brand development (17%).

Anyone who ignores the sticker on the letterbox is breaking the law.What does the average addressee understand by sustainability? How do they interpret "A ... more sustainable", for example? And what exactly do they expect from a promise made by a company in its advertising? Four complaints concerned such questions - half of which were upheld by the Third Chamber of the Swiss Commission for Fair Trading. Both cases concerned a promise made by a major distributor. "Nous appliquons également les normes suisses à l'ensemble de nos produits en provenance de l'étranger" was, in the opinion of the SLK, not kept, as was the statement "We promise Noah that from the end of 2014 we will only offer insecticides and plant protection products that do not endanger bees". Both fulfilled the facts of deceptive and therefore unfair advertising. In the first case, the respondent stated on its website that the promise was merely a target to be achieved by 2020. However, the present tense used in the claim - "nous appliquons" - indicates to the average addressee that the promise has already been implemented at the present time. In the other case, consumers can expect that the advertised product really no longer contains any ingredients that could be harmful to bees. In contrast, the Third Chamber did not consider the other two complaints to be deceptive or misleading. Statements such as "Sustainable(er)" and "More sustainable than you think" are not to be understood in absolute terms, but merely express that the company is making a special effort in this area.Disregarding the star entry and the stop-advertising stickerOf the five disregard complaints, two related to the star entry and three to the stop-advertising sticker. All but one were upheld. One complaint was rejected primarily because the complainant accepted the advertising call in question despite the starred entry in the telephone directory and immediately concluded a contract. The fact that she only invoked the starred entry when she realized that she should not have concluded the contract is a breach of good faith (Art. 2 ZGB) and is not entitled to legal protection. As far as the stop-advertising sticker is concerned, it expresses the express will of the letterbox holder. Any disregard is considered an aggressive and unfair advertising method (Art. 2, Unfair Competition Act, UWG). Responsibility always lies with the advertising client. They are responsible under unfair competition law for errors made by third parties or auxiliary persons; their own fault is not necessary to fulfill the elements of the UCA. The other complaints were directed against a chargeable entry in a trade register that disregarded the right of withdrawal, against a product guarantee that did not fall within the competence of the SLK, and against an "open day" of an erotic club. All three were at least partially upheld. The detailed reasons for all decisions can also be found on the page fair-advertising.ch to find.

The results of the study in the field of digital marketing are based on a survey of more than 300 marketing decision-makers from companies, media and agencies in the USA. Four key findings of the current study are as follows:1. fragmented consumer behavior poses problems for marketing decision-makersConsumer behavior is changing rapidly. The consumer decision journey shows a clear development away from a straightforward purchase decision towards a complex decision-making process that is characterized by both well-informed consumers and an oversupply of information. The results of the study suggest that the majority of companies have not yet found a solution to this challenge: This is because 55% of the marketing decision-makers surveyed deny their organization the ability to understand the consumer journey of their own target groups in detail - creating uncertainty when it comes to selecting the right marketing mix. Only just under a third (32%) of respondents said that their organization had found a good balance between traditional and digital activities. On the other hand, half (50%) express doubts about the effective composition of current marketing measures.2. lack of a solution for the integrated measurement of marketing ROIRespondents from companies, media and agencies agree that measuring return on investment (ROI) is currently the biggest challenge for marketing. They are particularly concerned about the measurability of the effects of measures in the areas of content marketing, events and conferences. In the coming years, increasing expenditure on market research tools is therefore expected, which will help to quantify the ROI of marketing activities more precisely. Solutions in this area would help the industry to achieve significant growth: This is because almost three quarters (74%) of marketing decision-makers would increase their investments in digital channels if the ROI could be proven better than it is today. In terms of cross-channel activities, 71% would then increase their spending and 43% in traditional channels.3. data-based marketing approaches continue to gain groundThe buzzword "big data" is becoming increasingly important in marketing: the marketers surveyed rate their own organization positively overall with regard to the collection and use of data for marketing activities. At 41%, companies' confidence in the evaluation of big data has increased significantly compared to the previous year (14%). However, data affinity is even more pronounced among marketing decision-makers in media companies (59%) and agencies (60%). The growing trust in data-based marketing is also reflected in the fact that respondents forecast increasing research budgets for the coming years - particularly in the measurement of ROI, consumer behavior along the consumer journey and in the area of advertising effectiveness research.4. the strategic gap between traditional and digital activities is narrowingConsumers today expect a consistent brand experience across all channels. However, the reality shows that a good quarter (26%) of the organizations surveyed still have difficulties implementing integrated activities with coordinated messages. The positive news is that there is a growing understanding of overarching strategies that effectively combine traditional and digital measures. While 74% of respondents say they are developing integrated marketing strategies today, this figure was only 67% (2015) and 59% (2014) in previous years. If the focus is exclusively on digital marketing, it becomes clear that there is still plenty of room for improvement in the coordination of activities here too: Around a third (33%) state that the marketing measures in the individual online channels do not pursue an overarching goal.

For all those who want to find their way in the Chinese market.The Great Wall once protected the Middle Kingdom from the Mongolian hordes. Today it is the "Great Firewall", which the government of the communist state uses to keep out competition from the West. Twitter, Facebook, YouTube and the like are therefore not available to Western companies as marketing tools. This book shows the numerous alternatives. Companies that want to become known in China and find and serve customers will receive a knowledgeable analysis of the market, useful background information on the peculiarities of the Chinese Internet landscape and, above all, lots of facts and figures, extremely specific tips on individual providers and tried and tested online strategies for the Middle Kingdom. First, the author explains how companies can obtain reliable information about which channels are best suited to their purposes on the Chinese market. The individual services are then presented in detail. The reader learns how the online habits of Chinese users differ from those in the Western world and how this opens up special opportunities for marketing. An indispensable guide for marketers, finds getAbstract.getAbstract rating: 9Implementability: 10Innovation level: 9Style: 9

Alexander Horrolt, Martin Hubert, Uli Weissbrod, Jens Poeppelmann, Matthias Sala, Stefan Wagner (from left to right)It was already clear in the welcoming speech at the Online Advertising Day by host Stefan Wagner, Managing Director of Goldbach Audience (Switzerland) AG, and co-host Alexander Horrolt, Managing Director of Goldbach Digital Services AG: the 12th Online Advertising Day is all about augmented reality, automation and data-driven marketing.Jens Pöppelmann, Director Media Operation IP Deutschland GmbH/Mediengruppe RTL, kicked off the event by clarifying various questions relating to the transparency of systems. For example, whether system transparency can be guaranteed with increasing automation, or which KPIs still play a role in media planning. He was followed by Martin Hubert, Managing Director nugg.ad and VP Advertising Zalando Media Solutions. With factual data and the presentation of smart technologies, Hubert provided insights into data-driven marketing, where it stands today and where the journey will lead. In his presentation, Matthias Sala, CEO & Founder of Gbanga, illustrated whether augmented reality and gamification are merely a current hype or the communication of the future. Finally, journalist and developer Uli Weissbrod showed what the media of the next generation will be and what we can expect from it, and the inspiring presentations provided suitable material for discussion, which could be deepened at the subsequent networking lunch in the Jelmoli Food Market. The next Online Advertising Day will take place on November 15, 2017.

The new logo of localsearch.localsearch is the new name for the leading marketing and sales partner of Swiss SMEs. Swisscom Directories AG is thus creating its own brand and logo for marketing the company's products and services. These include the information and directory services local.ch and search.ch, the printed telephone book (Local Guide) or the website offering for SMEs. "Swisscom Directories AG" will remain the name of the company's legal entity. Nothing will change with regard to the existing brands "local.ch" and "search.ch". With local.ch and search.ch, Swisscom Directories AG operates the information and directory services with the widest reach in Switzerland. The newly created brand localsearch forms a new umbrella for the two services and their marketing.The new brand localsearch and the logo created especially for it combine elements of "local.ch" and "search.ch" to form a new, independent presence. This gives the marketing an unmistakable image that stands for consulting expertise, many years of experience and anchoring in the Swiss market and strengthens the existing relationship of trust between our customers and the company.For the customers of Swisscom Directories AG, nothing will change in the existing cooperation apart from the name. Unlike in the past, the consultants will now introduce themselves as employees of localsearch.