the human brand project

- Munich, Bavaria, Germany

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"The human brand project" vereint strategisches Planning und stringentes Campaigning.Wo Mensch auf Marke trifft entsteht Reibung, und zwar im positiven Sinne. Wer relevant kommunizieren will, muss den Nerv der Zielgruppe treffen. Rationale USPs sind nur dann relevant wenn sie emotionale Benefits beim Gegenüber schaffen. Wer Kommunikation nur aus Markensicht denkt verliert am Ende den Anschluss an die Zielgruppe. Wer nur insightgetrieben aus der Zielgruppe arbeitet wird am Ende beliebig.Der sweet spot liegt irgendwo dazwischen. Ihn zu finden und kreativ zu erschließen macht Kommunikation schlussendlich zwingend.

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Location: Munich, Bavaria, Germany
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