Teil 4 - What we stand for. - Brand Driven Progress

What this episode covers

Marken stiften einen Sinn jenseits des offensichtlichen Produktvorteils. Der zusätzliche Nutzen der Marke Telekom liegt in der Teilhabe am digitalen Leben, an bereichernden Erlebnissen, die wir im Austausch mit anderen erfahren. Für die Kunden steht nicht die Technologie im Vordergrund, sondern die zwischenmenschlichen Beziehungen, die sie möglich macht. Über die Macht des Impliziten und die Neuerfindung der Marke Telekom, über unbewusste Kaufentscheidungen und die anhaltende Relevanz von „Erleben, was verbindet.“ spricht Hans-Christian Schwingen, Telekom-Markenchef von 2007 bis 2020, mit dem Neuropsychologen Dr. Christian Scheier.

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Frequently Asked Questions

How long is this episode of Brand Driven Progress?

This episode is 16 minutes long.

When was this Brand Driven Progress episode published?

This episode was published on August 12, 2020.

What is this episode about?

Marken stiften einen Sinn jenseits des offensichtlichen Produktvorteils. Der zusätzliche Nutzen der Marke Telekom liegt in der Teilhabe am digitalen Leben, an bereichernden Erlebnissen, die wir im Austausch mit anderen erfahren. Für die Kunden steht...

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