enabling brands to attract people. - swissmem · source: booz allen hamilton and wolff olins...
TRANSCRIPT
![Page 1: Enabling brands to attract people. - Swissmem · Source: Booz Allen Hamilton and Wolff Olins European survey among Marketing and Sales Officers, 8/2004; PlEON Kothes Klewes; *operative](https://reader031.vdocuments.site/reader031/viewer/2022022606/5b7a8d237f8b9a483c8c55eb/html5/thumbnails/1.jpg)
1 1
Enabling brands to attract people.
![Page 2: Enabling brands to attract people. - Swissmem · Source: Booz Allen Hamilton and Wolff Olins European survey among Marketing and Sales Officers, 8/2004; PlEON Kothes Klewes; *operative](https://reader031.vdocuments.site/reader031/viewer/2022022606/5b7a8d237f8b9a483c8c55eb/html5/thumbnails/2.jpg)
2 2 2
© Brand Trust GmbH
What is a brand and how do I boost my brand to No.1?
ECTA Conference 2014, May 16th 2014, Montreux Switzerland
Klaus-Dieter Koch, Managing Partner, Brand Trust
![Page 3: Enabling brands to attract people. - Swissmem · Source: Booz Allen Hamilton and Wolff Olins European survey among Marketing and Sales Officers, 8/2004; PlEON Kothes Klewes; *operative](https://reader031.vdocuments.site/reader031/viewer/2022022606/5b7a8d237f8b9a483c8c55eb/html5/thumbnails/3.jpg)
3 3
Who we are?
Brand:Trust
is the first brand strategy
consultancy out of the
German speaking area.
![Page 4: Enabling brands to attract people. - Swissmem · Source: Booz Allen Hamilton and Wolff Olins European survey among Marketing and Sales Officers, 8/2004; PlEON Kothes Klewes; *operative](https://reader031.vdocuments.site/reader031/viewer/2022022606/5b7a8d237f8b9a483c8c55eb/html5/thumbnails/4.jpg)
4 4
We enable our customers to look onto their brands with fresh eyes to discover unlocked business opportunities.
![Page 5: Enabling brands to attract people. - Swissmem · Source: Booz Allen Hamilton and Wolff Olins European survey among Marketing and Sales Officers, 8/2004; PlEON Kothes Klewes; *operative](https://reader031.vdocuments.site/reader031/viewer/2022022606/5b7a8d237f8b9a483c8c55eb/html5/thumbnails/5.jpg)
5 5
© 2012 Brand:Trust GmbH 5
Pharmaceuticals, Healthcare & MedTech
Ecology & Organics
Financial & Professional Services
Fast Moving Consumer GoodsChemicals, Energy, Materials
Lifestyle & Luxury Retail, Mail Order & E-Commerce
Technology & Automotive Construction & Real EstatePublic Sector, Destination, Tourism & Logistics
11 Industries
Telecoms, IT, Media, Entertainment & Security Pharmaceuticals, Healthcare & MedTech
Ecology & Organics
Financial & Professional Services
Fast Moving Consumer GoodsChemicals, Energy, Materials
Lifestyle & Luxury Retail, Mail Order & E-Commerce
Technology & Automotive Construction & Real EstatePublic Sector, Destination, Tourism & Logistics
Telecoms, IT, Media, Entertainment & Security
11Industries
Brand Trust Industry Competence Centers
![Page 6: Enabling brands to attract people. - Swissmem · Source: Booz Allen Hamilton and Wolff Olins European survey among Marketing and Sales Officers, 8/2004; PlEON Kothes Klewes; *operative](https://reader031.vdocuments.site/reader031/viewer/2022022606/5b7a8d237f8b9a483c8c55eb/html5/thumbnails/6.jpg)
6 6 6
Our publications on brandmanagement:
![Page 7: Enabling brands to attract people. - Swissmem · Source: Booz Allen Hamilton and Wolff Olins European survey among Marketing and Sales Officers, 8/2004; PlEON Kothes Klewes; *operative](https://reader031.vdocuments.site/reader031/viewer/2022022606/5b7a8d237f8b9a483c8c55eb/html5/thumbnails/7.jpg)
7 7
Value Branding The first book on management for technology brands.
![Page 8: Enabling brands to attract people. - Swissmem · Source: Booz Allen Hamilton and Wolff Olins European survey among Marketing and Sales Officers, 8/2004; PlEON Kothes Klewes; *operative](https://reader031.vdocuments.site/reader031/viewer/2022022606/5b7a8d237f8b9a483c8c55eb/html5/thumbnails/8.jpg)
8 8 8
![Page 9: Enabling brands to attract people. - Swissmem · Source: Booz Allen Hamilton and Wolff Olins European survey among Marketing and Sales Officers, 8/2004; PlEON Kothes Klewes; *operative](https://reader031.vdocuments.site/reader031/viewer/2022022606/5b7a8d237f8b9a483c8c55eb/html5/thumbnails/9.jpg)
9 9 9
Too much communication out there...
3.000 Brand exposures
per day
![Page 10: Enabling brands to attract people. - Swissmem · Source: Booz Allen Hamilton and Wolff Olins European survey among Marketing and Sales Officers, 8/2004; PlEON Kothes Klewes; *operative](https://reader031.vdocuments.site/reader031/viewer/2022022606/5b7a8d237f8b9a483c8c55eb/html5/thumbnails/10.jpg)
10 10 10
Abundance displaces deficit.
![Page 11: Enabling brands to attract people. - Swissmem · Source: Booz Allen Hamilton and Wolff Olins European survey among Marketing and Sales Officers, 8/2004; PlEON Kothes Klewes; *operative](https://reader031.vdocuments.site/reader031/viewer/2022022606/5b7a8d237f8b9a483c8c55eb/html5/thumbnails/11.jpg)
11 11 11
![Page 12: Enabling brands to attract people. - Swissmem · Source: Booz Allen Hamilton and Wolff Olins European survey among Marketing and Sales Officers, 8/2004; PlEON Kothes Klewes; *operative](https://reader031.vdocuments.site/reader031/viewer/2022022606/5b7a8d237f8b9a483c8c55eb/html5/thumbnails/12.jpg)
12 12
Every buying decision is based on two levels:
Brand Image
Brand Capital
Logo
Brand Name
Communication
Brand Design
Marketing
Brand Touchpoints
Brand Core
Peak Performance
Brand Positioning
Brand Rules
Breeding Grounds
Fans
Brand Portfolio
Brand Programs
![Page 13: Enabling brands to attract people. - Swissmem · Source: Booz Allen Hamilton and Wolff Olins European survey among Marketing and Sales Officers, 8/2004; PlEON Kothes Klewes; *operative](https://reader031.vdocuments.site/reader031/viewer/2022022606/5b7a8d237f8b9a483c8c55eb/html5/thumbnails/13.jpg)
13 13 13
The relation of wish ...
![Page 14: Enabling brands to attract people. - Swissmem · Source: Booz Allen Hamilton and Wolff Olins European survey among Marketing and Sales Officers, 8/2004; PlEON Kothes Klewes; *operative](https://reader031.vdocuments.site/reader031/viewer/2022022606/5b7a8d237f8b9a483c8c55eb/html5/thumbnails/14.jpg)
14 14 14
... and reality.
![Page 15: Enabling brands to attract people. - Swissmem · Source: Booz Allen Hamilton and Wolff Olins European survey among Marketing and Sales Officers, 8/2004; PlEON Kothes Klewes; *operative](https://reader031.vdocuments.site/reader031/viewer/2022022606/5b7a8d237f8b9a483c8c55eb/html5/thumbnails/15.jpg)
15 15 15
Pepsi vs. Coca Cola
2008 1898 1998 1905 1940 1950 1962 1973 1991
1885 2008
Brand Value 2010: USD 67,983 bn
Brand Value 2010: USD 12,752 bn
Source: Interbrand
![Page 16: Enabling brands to attract people. - Swissmem · Source: Booz Allen Hamilton and Wolff Olins European survey among Marketing and Sales Officers, 8/2004; PlEON Kothes Klewes; *operative](https://reader031.vdocuments.site/reader031/viewer/2022022606/5b7a8d237f8b9a483c8c55eb/html5/thumbnails/16.jpg)
16 16
![Page 17: Enabling brands to attract people. - Swissmem · Source: Booz Allen Hamilton and Wolff Olins European survey among Marketing and Sales Officers, 8/2004; PlEON Kothes Klewes; *operative](https://reader031.vdocuments.site/reader031/viewer/2022022606/5b7a8d237f8b9a483c8c55eb/html5/thumbnails/17.jpg)
17 17
The technological advantage is not longer big enough!
![Page 18: Enabling brands to attract people. - Swissmem · Source: Booz Allen Hamilton and Wolff Olins European survey among Marketing and Sales Officers, 8/2004; PlEON Kothes Klewes; *operative](https://reader031.vdocuments.site/reader031/viewer/2022022606/5b7a8d237f8b9a483c8c55eb/html5/thumbnails/18.jpg)
18 18
5,500 Number of suppliers of Volkswagen Group
![Page 19: Enabling brands to attract people. - Swissmem · Source: Booz Allen Hamilton and Wolff Olins European survey among Marketing and Sales Officers, 8/2004; PlEON Kothes Klewes; *operative](https://reader031.vdocuments.site/reader031/viewer/2022022606/5b7a8d237f8b9a483c8c55eb/html5/thumbnails/19.jpg)
19 19
Are you only cheap or incomparable?
http://www.auto-motor-und-sport.de/news/bmw-halbiert-zulieferer-zahl-fuer-7er-produktion-695710.html
„We just want to depend on a few, reliable
system partners.“ Wolfgang Stadtler – Manager BMW Plant Dingolfing
500 250
![Page 20: Enabling brands to attract people. - Swissmem · Source: Booz Allen Hamilton and Wolff Olins European survey among Marketing and Sales Officers, 8/2004; PlEON Kothes Klewes; *operative](https://reader031.vdocuments.site/reader031/viewer/2022022606/5b7a8d237f8b9a483c8c55eb/html5/thumbnails/20.jpg)
20 20 20
1. Professionelle Einkäufer kaufen Sicherheit
The goal of professional buyers is to make their purchasing as easy and secure as possible!
![Page 21: Enabling brands to attract people. - Swissmem · Source: Booz Allen Hamilton and Wolff Olins European survey among Marketing and Sales Officers, 8/2004; PlEON Kothes Klewes; *operative](https://reader031.vdocuments.site/reader031/viewer/2022022606/5b7a8d237f8b9a483c8c55eb/html5/thumbnails/21.jpg)
21 21 21
Simple and secure?
![Page 22: Enabling brands to attract people. - Swissmem · Source: Booz Allen Hamilton and Wolff Olins European survey among Marketing and Sales Officers, 8/2004; PlEON Kothes Klewes; *operative](https://reader031.vdocuments.site/reader031/viewer/2022022606/5b7a8d237f8b9a483c8c55eb/html5/thumbnails/22.jpg)
22 22 22
Data sheets communicate function rather than value!
![Page 23: Enabling brands to attract people. - Swissmem · Source: Booz Allen Hamilton and Wolff Olins European survey among Marketing and Sales Officers, 8/2004; PlEON Kothes Klewes; *operative](https://reader031.vdocuments.site/reader031/viewer/2022022606/5b7a8d237f8b9a483c8c55eb/html5/thumbnails/23.jpg)
23 23
Supplier
View
Customer
View
Very important
9,0–10,0
important
8,0–8,99
Please tell me how important these
requirements are in your opinion.
(10 =very important, 1 = unimportant)
Performance
Reliability
Quality
Innovation
Flexi- bility
Customer Service
Customer Relevance
Efficiency
Specialisation
Long-term Relationship
Compe- tence
Credibility
Warranty
Sustainability
!
Personal Contact
Sellers underestimate the need for security
Source: Brand Trust Study
Base: total suppliers = 51; total customers = 150
![Page 24: Enabling brands to attract people. - Swissmem · Source: Booz Allen Hamilton and Wolff Olins European survey among Marketing and Sales Officers, 8/2004; PlEON Kothes Klewes; *operative](https://reader031.vdocuments.site/reader031/viewer/2022022606/5b7a8d237f8b9a483c8c55eb/html5/thumbnails/24.jpg)
24 24
Every buying decision is based on two levels:
Brand Image
Brand Capital
Logo
Brand Name
Communication
Brand Design
Marketing
Brand Touchpoints
Brand Core
Peak Performance
Brand Positioning
Brand Rules
Breeding Grounds
Fans
Brand Portfolio
Brand Programs
![Page 25: Enabling brands to attract people. - Swissmem · Source: Booz Allen Hamilton and Wolff Olins European survey among Marketing and Sales Officers, 8/2004; PlEON Kothes Klewes; *operative](https://reader031.vdocuments.site/reader031/viewer/2022022606/5b7a8d237f8b9a483c8c55eb/html5/thumbnails/25.jpg)
25 25 25
What is the difference between brand management and marketing?
Saving
Energy
Using
Energy
![Page 26: Enabling brands to attract people. - Swissmem · Source: Booz Allen Hamilton and Wolff Olins European survey among Marketing and Sales Officers, 8/2004; PlEON Kothes Klewes; *operative](https://reader031.vdocuments.site/reader031/viewer/2022022606/5b7a8d237f8b9a483c8c55eb/html5/thumbnails/26.jpg)
26 26 26
Brand Energy:
Knowledge
Experiences
Prejudices
Preference
Relationship Brand Management
Identify, condense and
express peak
performances
Pricing,
communications,
sales, distribution,
product management
Marketing
What is the difference between brand management and marketing?
![Page 27: Enabling brands to attract people. - Swissmem · Source: Booz Allen Hamilton and Wolff Olins European survey among Marketing and Sales Officers, 8/2004; PlEON Kothes Klewes; *operative](https://reader031.vdocuments.site/reader031/viewer/2022022606/5b7a8d237f8b9a483c8c55eb/html5/thumbnails/27.jpg)
27 27
The difference between managed and unmanaged brands:
A brand is the condensed expression
of corporate peak performances.
![Page 28: Enabling brands to attract people. - Swissmem · Source: Booz Allen Hamilton and Wolff Olins European survey among Marketing and Sales Officers, 8/2004; PlEON Kothes Klewes; *operative](https://reader031.vdocuments.site/reader031/viewer/2022022606/5b7a8d237f8b9a483c8c55eb/html5/thumbnails/28.jpg)
28 28 28
No.1 ? No. 1
No. 2
![Page 29: Enabling brands to attract people. - Swissmem · Source: Booz Allen Hamilton and Wolff Olins European survey among Marketing and Sales Officers, 8/2004; PlEON Kothes Klewes; *operative](https://reader031.vdocuments.site/reader031/viewer/2022022606/5b7a8d237f8b9a483c8c55eb/html5/thumbnails/29.jpg)
29 29 29
The 188th highest mountain of the world…
![Page 30: Enabling brands to attract people. - Swissmem · Source: Booz Allen Hamilton and Wolff Olins European survey among Marketing and Sales Officers, 8/2004; PlEON Kothes Klewes; *operative](https://reader031.vdocuments.site/reader031/viewer/2022022606/5b7a8d237f8b9a483c8c55eb/html5/thumbnails/30.jpg)
30 30 30
…or the highest mountain outside of Asia.
Aconcagua, 6,962m
![Page 31: Enabling brands to attract people. - Swissmem · Source: Booz Allen Hamilton and Wolff Olins European survey among Marketing and Sales Officers, 8/2004; PlEON Kothes Klewes; *operative](https://reader031.vdocuments.site/reader031/viewer/2022022606/5b7a8d237f8b9a483c8c55eb/html5/thumbnails/31.jpg)
31 31 31
The likelihood of purchase of the No.1 brand is 7 times higher than that of an average brand
Source: Millward Brown, Beyond Trust: Engaging Consumers in the Post-Recesssion World
x 7
No. 1 Brand Average Brand
![Page 32: Enabling brands to attract people. - Swissmem · Source: Booz Allen Hamilton and Wolff Olins European survey among Marketing and Sales Officers, 8/2004; PlEON Kothes Klewes; *operative](https://reader031.vdocuments.site/reader031/viewer/2022022606/5b7a8d237f8b9a483c8c55eb/html5/thumbnails/32.jpg)
32 32 32
The loyalty of customers toward the No.1 brand is 10 times higher than toward an average brand.
x 10
No. 1 Brand Average Brand
Source: Millward Brown, Beyond Trust: Engaging Consumers in the Post-Recesssion World
![Page 33: Enabling brands to attract people. - Swissmem · Source: Booz Allen Hamilton and Wolff Olins European survey among Marketing and Sales Officers, 8/2004; PlEON Kothes Klewes; *operative](https://reader031.vdocuments.site/reader031/viewer/2022022606/5b7a8d237f8b9a483c8c55eb/html5/thumbnails/33.jpg)
33 33
SAFETY
![Page 34: Enabling brands to attract people. - Swissmem · Source: Booz Allen Hamilton and Wolff Olins European survey among Marketing and Sales Officers, 8/2004; PlEON Kothes Klewes; *operative](https://reader031.vdocuments.site/reader031/viewer/2022022606/5b7a8d237f8b9a483c8c55eb/html5/thumbnails/34.jpg)
34 34
Innovation
![Page 35: Enabling brands to attract people. - Swissmem · Source: Booz Allen Hamilton and Wolff Olins European survey among Marketing and Sales Officers, 8/2004; PlEON Kothes Klewes; *operative](https://reader031.vdocuments.site/reader031/viewer/2022022606/5b7a8d237f8b9a483c8c55eb/html5/thumbnails/35.jpg)
35 35
Tough
![Page 36: Enabling brands to attract people. - Swissmem · Source: Booz Allen Hamilton and Wolff Olins European survey among Marketing and Sales Officers, 8/2004; PlEON Kothes Klewes; *operative](https://reader031.vdocuments.site/reader031/viewer/2022022606/5b7a8d237f8b9a483c8c55eb/html5/thumbnails/36.jpg)
36 36
How to build strong brands?
![Page 37: Enabling brands to attract people. - Swissmem · Source: Booz Allen Hamilton and Wolff Olins European survey among Marketing and Sales Officers, 8/2004; PlEON Kothes Klewes; *operative](https://reader031.vdocuments.site/reader031/viewer/2022022606/5b7a8d237f8b9a483c8c55eb/html5/thumbnails/37.jpg)
37 37 37
How is a brand built?
I know you! I want you!
![Page 38: Enabling brands to attract people. - Swissmem · Source: Booz Allen Hamilton and Wolff Olins European survey among Marketing and Sales Officers, 8/2004; PlEON Kothes Klewes; *operative](https://reader031.vdocuments.site/reader031/viewer/2022022606/5b7a8d237f8b9a483c8c55eb/html5/thumbnails/38.jpg)
38 38 38
How successful is your brand?
Awareness
0 1 2 3 4 5 6 7 8 9 10
Attractiveness
Low awareness High attractiveness In Brand Sector
High awareness High attractiveness Star Brand Sector
Low awareness Low attractiveness No Brand Sector
High awareness Low attractiveness Out Brand Sector
AA
A
BBB
BB
B
CCC
CC
C
D
O
AAA
![Page 39: Enabling brands to attract people. - Swissmem · Source: Booz Allen Hamilton and Wolff Olins European survey among Marketing and Sales Officers, 8/2004; PlEON Kothes Klewes; *operative](https://reader031.vdocuments.site/reader031/viewer/2022022606/5b7a8d237f8b9a483c8c55eb/html5/thumbnails/39.jpg)
39 39 39
Where do you earn money with your brand?
Awareness
0 1 2 3 4 5 6 7 8 9 10
No Brand Out Brand
AA
A
BBB
BB
B
CCC
CC
C
D
O
AAA
In Brand Star Brand
Money
Attractiveness
![Page 40: Enabling brands to attract people. - Swissmem · Source: Booz Allen Hamilton and Wolff Olins European survey among Marketing and Sales Officers, 8/2004; PlEON Kothes Klewes; *operative](https://reader031.vdocuments.site/reader031/viewer/2022022606/5b7a8d237f8b9a483c8c55eb/html5/thumbnails/40.jpg)
40 40
Brands do not leave one single touch point to chance!
![Page 41: Enabling brands to attract people. - Swissmem · Source: Booz Allen Hamilton and Wolff Olins European survey among Marketing and Sales Officers, 8/2004; PlEON Kothes Klewes; *operative](https://reader031.vdocuments.site/reader031/viewer/2022022606/5b7a8d237f8b9a483c8c55eb/html5/thumbnails/41.jpg)
41 41
![Page 42: Enabling brands to attract people. - Swissmem · Source: Booz Allen Hamilton and Wolff Olins European survey among Marketing and Sales Officers, 8/2004; PlEON Kothes Klewes; *operative](https://reader031.vdocuments.site/reader031/viewer/2022022606/5b7a8d237f8b9a483c8c55eb/html5/thumbnails/42.jpg)
42 42 42
![Page 43: Enabling brands to attract people. - Swissmem · Source: Booz Allen Hamilton and Wolff Olins European survey among Marketing and Sales Officers, 8/2004; PlEON Kothes Klewes; *operative](https://reader031.vdocuments.site/reader031/viewer/2022022606/5b7a8d237f8b9a483c8c55eb/html5/thumbnails/43.jpg)
43 43
![Page 44: Enabling brands to attract people. - Swissmem · Source: Booz Allen Hamilton and Wolff Olins European survey among Marketing and Sales Officers, 8/2004; PlEON Kothes Klewes; *operative](https://reader031.vdocuments.site/reader031/viewer/2022022606/5b7a8d237f8b9a483c8c55eb/html5/thumbnails/44.jpg)
44 44
![Page 45: Enabling brands to attract people. - Swissmem · Source: Booz Allen Hamilton and Wolff Olins European survey among Marketing and Sales Officers, 8/2004; PlEON Kothes Klewes; *operative](https://reader031.vdocuments.site/reader031/viewer/2022022606/5b7a8d237f8b9a483c8c55eb/html5/thumbnails/45.jpg)
45 45 45
B2B companys have lots of chances to increase their value with brands (PWC 2012)
Quelle:Pförtsch/Schmid 05, p. 2; PWC 09 &12; Roland Berger 12; KPMG 11; E&Y 10; Biesalski & Company, Institut für Wirtschaftsprüfung (IDW)
Consumer
Goods
Service firms B2B B2C Markt
Value creation of brands*
Ø *50%
Company value
Brand value
![Page 46: Enabling brands to attract people. - Swissmem · Source: Booz Allen Hamilton and Wolff Olins European survey among Marketing and Sales Officers, 8/2004; PlEON Kothes Klewes; *operative](https://reader031.vdocuments.site/reader031/viewer/2022022606/5b7a8d237f8b9a483c8c55eb/html5/thumbnails/46.jpg)
46 46 46
Brand focused companies realize 37,1% higher share price compared to S&P 500. BRANDZ Portfolio vs. S&P 500 (April 06 – Mai 12)
Quelle: Millward Brown 12; Börseonline 13; Handelsblatt 12; University St. Gallen (HSG) 10
![Page 47: Enabling brands to attract people. - Swissmem · Source: Booz Allen Hamilton and Wolff Olins European survey among Marketing and Sales Officers, 8/2004; PlEON Kothes Klewes; *operative](https://reader031.vdocuments.site/reader031/viewer/2022022606/5b7a8d237f8b9a483c8c55eb/html5/thumbnails/47.jpg)
47 47
Source: Booz Allen Hamilton and Wolff Olins European survey among Marketing and Sales Officers, 8/2004; PlEON Kothes Klewes; *operativer Gewinn
82% of brand centered corporations are earning better results*
than comparable corporations in their industry. Brand-centered
corporations
Other corporations
Above average results
Average results
18%
56% 40% 4%
82%
Below average results
Brand-centered corporations are more profitable.*
Source: Booz Allen Hamilton and Wolff Olins European survey among Marketing and Sales Officers, 8/2004; PlEON Kothes Klewes; *operative profit
![Page 48: Enabling brands to attract people. - Swissmem · Source: Booz Allen Hamilton and Wolff Olins European survey among Marketing and Sales Officers, 8/2004; PlEON Kothes Klewes; *operative](https://reader031.vdocuments.site/reader031/viewer/2022022606/5b7a8d237f8b9a483c8c55eb/html5/thumbnails/48.jpg)
48 48
Do you believe that the strength of your B2B brand has a positive effect on your business?
Sales and marketing trust strong B2B brands!
Machine industry
0
Total
Automotive-suppliers
Chemical
82
94
65
88
20 40 60 80 100
Base:S
ale
s t
ota
l =
51
; A
uto
motive
= 1
7;
C
hem
ical =
17
; M
achin
e ind
ustr
y =
17
in %
Source: Brand Trust Study
![Page 49: Enabling brands to attract people. - Swissmem · Source: Booz Allen Hamilton and Wolff Olins European survey among Marketing and Sales Officers, 8/2004; PlEON Kothes Klewes; *operative](https://reader031.vdocuments.site/reader031/viewer/2022022606/5b7a8d237f8b9a483c8c55eb/html5/thumbnails/49.jpg)
49 49
Brands are what makes technology valuable!
![Page 50: Enabling brands to attract people. - Swissmem · Source: Booz Allen Hamilton and Wolff Olins European survey among Marketing and Sales Officers, 8/2004; PlEON Kothes Klewes; *operative](https://reader031.vdocuments.site/reader031/viewer/2022022606/5b7a8d237f8b9a483c8c55eb/html5/thumbnails/50.jpg)
50 50
Enabling brands to attract
people.
Thank you! www.brand-trust.de