News – Fresh in the news and papers
April 2022 - Purpose or true values?
Attitude will be a central success concept for brands in the future. The importance of values in brand management is increasing. Consumers expect companies to be committed. With our Brand Study 2021, we at Dietrich Identity wanted to shed more light on the expectations regarding a clear brand attitude. (article in German)
MAY 2021 - MENTAL HEALTH IS NO LONGER A TABOO SUBJECT
In the course of the current pandemic, the psychological stress for many has increased. In an interview, Michaela Suchy, head of corporate communications at the ‘Kliniken des Bezirks Oberbayern’ (kbo), explains how a new brochure can be used to better reach those seeking help.
WHY IS IT IMPORTANT TO PUT YOUR OWN BRAND TO THE TEST?
Fridolin Dietrich and Carsten Frederik Buchert talk about the brand essence of the Felix Burda Foundation and how to expose it. An insight into the brand work of Dietrich Identity brand consulting together with Carsten Buchert from the Felix Burda Foundation and Jan Holstein
JULY 2020 - BRANDNEWS | 3
Our latest BrandNews are online. With a colorful new market appearance by the music school Inning, motto: Heading into future learning and playing music. Additionally: How you can get to the bottom of the image of your brand and how you can quickly check the design of your brand. Have fun reading
JUNE 2020 - STEPHANIE MEYER JOINS THE TEAM OF DIETRICH IDENTITY
The experienced media economist Stephanie Meyer is now supporting the team of the image and Als Branding wird der gezielte, aktive Aufbau einer... weiter consultancy DIETRICH IDENTITY as a consultant. Managing director Fridolin Dietrich on this investment in personnel: “I am very happy to gain an experienced communications strategist in Stephanie Meyer. Your customer-centric way of thinking makes you an asset for us and our customers. Your experience with product brands complements our know-how perfectly. ”
MAY 2020 - IS YOUR BRAND FIT FOR BEYOND THE COVID-19 CRISIS?
Due to the Covid-19 crisis, customers, partners and employees will be even more sensitive to the image and behavior of brands in the future. With the digital BRAND AUDIT from Dietrich Identity, we create an image map for your brand. And thus create the foundation for clear brand positioning and reliable decisions.
MAY 2020 - BRANDNEWS | 2
Every crisis beares many opportunities. Have you found yours yet? This is what our latest BrandNews is all about today. And how you can safely lead your brand into the future with a trump card.
March 2020: Interview with Fridolin Dietrich on the occasion of the new course to become a Damit eine Corporate Brand wächst und stark wird u... weiter #cbmbaw
SEPTEMBER 2019 - ACTING IS DIFFICULT - THE DIETRICH IDENTITY SUSTAINABILITY STUDY
Studies show that companies have become very conscious of sustainability.
Imagine there’s a climate crisis and nobody is doing anything. Global warming, melting ice, CO2 emissions: not a day goes by without hearing about the climatic changes on earth. The subject has long since entered our consciousness. But living according to it is (still) difficult for us. This is confirmed in a current study by the Munich-based branding consultancy DIETRICH IDENTITY on the subject of “Relevance of sustainability in companies”.
WHAT’S YOUR STORY - BRAND MANAGEMENT OF INDUSTRIAL COMPANIES
Thank goodness at least that hasn’t changed … Your customers still make decisions based on their needs. They are not interested in what sales channels companies consider relevant or which marketing campaigns are being implemented. Your customers want to get the products, service, and information they need. That makes them happy.
ABOUT VALUES IN THE FINANCE DEPARTMENT
Over the years, the framework conditions for companies have changed fundamentally. In times of globalization, markets are saturated and services and products are interchangeable. Finance is not spared from this development either. Brand values flow into purchasing decisions and shape employees in the company. Raiffeisen INSIDE spoke to value developer and brand consultant Stefanie Schatz about the basics of values and their importance in finance.
RENAISSANCE OF GUIDING PRINCIPLES
Interactive media, devices that can communicate with each other, artificial intelligence, agile working methods, sharing economy, digitization is accelerating our working world dramatically. Not everyone can find their way around this new world easily. The changes in values and society cannot be ignored.
In this environment of change, the leaders of companies today have to pay special attention to employee and customer orientation. You may be wondering not only which values have made your organization strong, but how these values will continue to exist tomorrow.
JANUARY 2019 - THE BRAND BLOG ON DIETRICH IDENTITY TRIPLES ITS READERS IN 2018
Just in time for its 15th anniversary, the brand consultancy Dietrich Identity took a big step forward in the Bekanntheit einer Marke oder eines Anbieters beim K... weiter and use of its brand blog in 2018. The page impressions rose from 55,000 in 2017 to 165,000 in 2018. 90% of over 200 readers daily are new visitors who can choose from a wide range of over 280 articles.
HOW TO NAME YOUR INNOVATION?
Innovations wherever you look. You need a name that stands out and is remembered. As an unmistakable identifier, a “product name” condenses positioning, brand values or message in a unique linguistic expression. In addition to the creative and artistic process of finding a name, it is important to bring a whole range of other different requirements in line with each other.
Munich, Cologne January 2018
The book “Strategic Management of Humanitarian NGOs” describes the increasing professionalization of humanitarian non-governmental organizations (often also called non-profit organizations). It shows how powerful convictions and modern corporate management, how mission and management combine to create effective and successful action – especially and above all in humanitarian crises and disasters.
Our article “Non-Profit Branding” deals with precisely this increasing professionalization in the area of branding. Whereas NGOs used to define themselves based on the self-image of their social commitment, which did not need to further justify their right to exist, today they are thinking about a stronger market orientation and a self-image that can be communicated. After products, goods and services, market and branding has arrived at cultural and social benefits. Non-profit branding – brand management in non-profit organizations – has become the latest marketing discipline.
The 18 contributions come together – quite critically and self-critically – to form an up-to-date overall picture of the strategic management of humanitarian NGOs
A NEW ATTITUDE FOR THE SUPPLYING INDUSTRY
The German automotive and supplier industry will finally change now. The reason for this, of all things, is the consumption and emission problems of internal combustion engines. At the upcoming IAA 2017, concept vehicles from the supplier industry will be presented, which should take into account the forecast growth rates of over 100 percent for the new technology. Nevertheless, there are growing concerns as to whether the German automotive industry will be able to cope with the change. Much too late, the company jumped on the electromobility train. Displeasure, irritation and fears shape the landscape.
GROWING WITH A SYSTEM
“The change from a product to a system provider holds great potential for companies.”
Fridolin Dietrich in an interview with the Labnews from Kulzer Dental.
THE HOTTER, THE BETTER
“For 90 percent of marketing decision-makers in the industry, differentiating positioning is one of the greatest challenges.” Brand study Dietrich Identity 2016.
THE BRAND AS A RELATIONSHIP TOOL
One result of this year’s study among our customers provided a particularly interesting finding. The respondents stated that the most important characteristics of a brand are credibility and a high level of differentiation. Not really new. But: The greatest challenges lie in the development of brand values and differentiating positioning.
FROM THE INSIDE TO THE OUTSIDE
Even non-profit organizations (NPO) now have to convince the population of their right to exist. Regardless of their size, they need a brand that defines their own understanding of values and makes their services clear. Determining what you stand for is an important process that cannot be outsourced.
HOW THE GASTROENTEROLOGISTS BECAME STOMACH-DOCTORS
The professional association of resident gastroenterologists (bng) gained interesting insights from a survey of over 170 doctors and patients and reacted immediately.
CREDIBILITY IS TRUMPING. ABOUT CORPORATE VALUES AND THEIR BENEFITS
“Quality”, “Innovation”, “Customer Orientation”, “Reliability”; Values have a long tradition in German companies in the automotive industry. And the OEM’s check the brand values of their suppliers. Your evaluation and observations influence your purchase decisions.
OEM & Supplier spoke to value developer and brand consultant Fridolin Dietrich about the most important fundamentals and their special significance for the automotive industry.
OEM & Supplier, March 2016
In comparison to consumer goods brands, it is much more difficult for services brands to establish themselves with their profile and positioning in the consciousness of consumers. There is only one services brand among the TOP 10 of the most valuable brands in Germany, SAP. Still, a McKinsey study shows that service brands are on the rise. Not only the number of service brands in Germany, but also the relevance of the brand in the decision-making processes of customers has been increasing continuously since 2006. Brands serve customers as anchors of trust and have an orientation role, thus enabling growth potential for the service industry.
Brand consultant Fridolin Dietrich uses the example of a catering company to show the development and impact of a new brand.
(Published in 2015 in Gastro-News)
A logo for the company, a different logo for an area, a new logo for the new product. Which marketing or communication manager in the company does not know the diverse wishes of his colleagues. But how should he decide? Who gets a new logo, a new brand and who doesn’t? And how should he deal with logos and brands that have accumulated over time or have to be integrated in the course of takeovers? OEM & Supplier spoke to brand consultant Fridolin Dietrich about the most important basics of brands and their special significance for the automotive industry.
Read the whole article now.
Fridolin Dietrich speaks to the OEM & supplier about claims, slogans and self-image.
“Audi- Vorsprung durch Technik”, “BMW Sheer Driving Pleasure”, “Toyota nothing is impossible”, we all know these slogans. The latest studies speak of three trends: The claims are becoming more global, more ambiguous and ever shorter. OEM & Supplier spoke to Kurze und einprägsame Kompetenzaussage. Wir unters... weiter developer and brand consultant Fridolin Dietrich about the most important basics and their special significance for the automotive industry.
Read the whole article now.
At a time when customers often know more about brands and products than the manufacturers themselves, companies have to rethink their approach. It’s about nothing less than their credibility. For guest author Fridolin Dietrich this was an occasion to draw up five new theses on the relationship between people and brands, following the legendary 95 theses of the Cluetrain Manifesto.
(Published 2012- Lead Digital)
(Erschienen 2012- Lead Digital)
Read the whole article now.
Fridolin Dietrich on brand strategies for clinic mergers.
The market of over 2,000 German clinics is facing consolidation. The state and municipalities cannot and do not want to subsidize the many institutions on a permanent basis. At the same time, their investment requirements continue to rise. Market concentrations such as mergers are seen as a solution for using financial and qualitative synergies.
(Published 2012 – Health-Care Management)
(Erschienen 2012 – Health-Care Management)
Read the whole article now.
Innovations as a brand driver.
Whether Mini Coupe, BMW 1 Series, Mercedes A-Class or Audi A8, the innovations at the IAA 2011 in Frankfurt will impress visitors. The future of the automobile seems secure – there are no indications that the individual means of transport will disappear from the market. The industry benefits from the strong innovative strength and looks to the future with optimism.
Read the whole article now.
Online brand management for B2B companies.
The latest Live Trend Study 2010 by the University of Telecommunications in Leipzig makes it clear: classic mass media one-way communication continues to lose importance and is increasingly being replaced by the Internet and interaction with customers.