Teil 4 - What we stand for.

Marken stiften einen Sinn jenseits des offensicht…

An episode of the Brand Driven Progress podcast, hosted by Hans-Christian Schwingen, titled "Teil 4 - What we stand for." was published on August 12, 2020 and runs 16 minutes.

August 12, 2020 ·16m · Brand Driven Progress

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Summary

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.

Episode Description

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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