What approach to brand management can help

February `21 Issue

The well-known McKinsey model of the "brand diamond" has long been a good approach to structuring brand image, based on empirical research. Now it is time to develop such approaches further for our digital world. In doing so, the focus is primarily on the area of tension that also emerged as a weak point in our last study: the synchronization of the different channels. Only about 20% of the respondents rated this as strong in their companies. Here is our approach to mastering this challenge by means of a "brand diamond 2.0".

Click here to get the approach (in German).