Articles

Understanding Virtual Reality Content Marketing (in German)

Understanding Virtual Reality Content Marketing (in German)

Clemens Koob

in: persoenlich July 2017

Virtual reality can improve content marketing efforts. That is one of the results of our current barometer study on virtual reality and content marketing.

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Content marketing: Where does Switzerland stand in comparison with other countries? (in German)

Content marketing: Where does Switzerland stand in comparison with other countries? (in German)

Clemens Koob

in: persoenlich 12/2016

Swiss companies invest 810 million Swiss francs in content marketing activities per year. But where does Switzerland stand in comparison with other countries? Is Switzerland a «Content Marketing Leader» or «Follower»?

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The future of content marketing (in German)

The future of content marketing (in German)

Clemens Koob, Kerstin Bolliger

in: Markenartikel 12/2016

Content marketing is disrupting marketing communications. But what does the future of content marketing look like? What are the key challenges?

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Content marketing in a new dimension (in German)

Content marketing in a new dimension (in German)

Clemens Koob

in: werbewoche 17/2016

Content Marketing is fundamentally transforming marketing and communications. The CMF baseline study shows where the journey is taking us in the future.

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Content marketing: the new normal (in German)

Content marketing: the new normal (in German)

Clemens Koob

in: persoenlich 11/2016

Content marketing is the hot topic in marketing circles - and will remain important for the foreseeable future. The results of the CMF baseline study, which is the largest study on content marketing in the german speaking area, clearly show the so called content turn in marketing communications.

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Content marketing is on the fast track (in German)

Content marketing is on the fast track (in German)

Clemens Koob

in: Marketing & Kommunikation 10/16

Content marketing is the hot topic in the marketing sector. But what role does content marketing really play - and what does the future of content marketing look like?

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Market orientation: what works and what does not? (in German)

Market orientation: what works and what does not? (in German)

Author zehnvier: Clemens Koob

in: Handelszeitung 43/2016

Recent research shows: only a smart approach to market orientation leads to success.

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Content Impact Award Goes to PANORAMA (in German)

Content Impact Award Goes to PANORAMA (in German)

Clemens Koob

in: CP Monitor 2/16

Panorama, the customer magazine of Raiffeisen Switzerland, is a gold award winner at this years Best of Content Marketing Awards (BCM). The magazine excels due to its impact and efficiency.

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Pitfalls of Market Orientation (in German)

Pitfalls of Market Orientation (in German)

Author zehnvier: Clemens Koob

in: absatzwirtschaft 12/2016

Market orientation is commonly seen as a simple formula for success in business practice. However, recent research indicates that market orientation is not a magic bullet.

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Integrated Content Marketing (in German)

Integrated Content Marketing (in German)

Clemens Koob

in: Werbewoche 18/2015

More and more companies put integrated content marketing on the top of their agenda. This article outlines important aspects of an integrated content marketing approach.

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The Future of Employee Communications (in German)

The Future of Employee Communications (in German)

Clemens Koob

in: persoenlich 10/2015

Have you considered what the future of employee communications looks like? We have: Content-driven.

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Why we watch television (in German)

Why we watch television (in German)

Clemens Koob, Kerstin Bolliger

in: impact zoom June 2015

Our research into why people watch TV shows that television has as strong appeal because of the multidimensionality of gratifications associated with its use.

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Advertising Research: Measurement of long-term effects is a key challenge (in German)

Advertising Research: Measurement of long-term effects is a key challenge (in German)

Kerstin Bolliger, Clemens Koob

in: impact zoom March 2015

The majority of ad impact studies focus on the short-term effects of advertising. However, by not measuring the long-term effects, they can only provide an incomplete picture of advertising effectiveness. Several newer reports lead to the conclusion that a re-evaluation of advertising effectiveness is needed.

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Ad Effectiveness: Loyal Viewers Make the Difference (in German)

Ad Effectiveness: Loyal Viewers Make the Difference (in German)

Clemens Koob, Kerstin Bolliger

in: impact zoom March 2015

How loyal are television viewers to different television channels? And what does this mean for advertising effectiveness? This report provides valuable insights.

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It is the content that makes the difference (in German)

It is the content that makes the difference (in German)

Clemens Koob

in: persoenlich 03, 2015

In future, more and more companies will pursue a content-driven strategy. So what sets excellent content apart from less compelling content? And what are the characteristics of successful storytelling?

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Content Shift (in German)

Content Shift (in German)

Clemens Koob

in: persoenlich 01/02, 2015

Our analyses suggest a fundamental reorientation in marketing communications. In future, more and more companies will pursue a content-driven strategy.

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How to Succeed in Content Marketing (in German)

How to Succeed in Content Marketing (in German)

Clemens Koob

in: Werbewoche 02/2015

Content Marketing is on top of the corporate agenda. For good reason. However, companies face a number of challenges when it comes to successfully realizing a content-driven marketing strategy. Collaborating with highly competent partners will help companies to succeed.

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Content Performance: Supporting the Customer Journey with Corporate Videos (in German)

Content Performance: Supporting the Customer Journey with Corporate Videos (in German)

Clemens Koob, Kerstin Bolliger

in: +Plus, 01//2014

The effectiveness of marketing communications has become a key strategic management concern. What is needed are tools that allow companies to effectively reach consumers in their customer journey. Corporate Videos offer great potential in this respect.

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Media Use 2020: Quality is Key (published in German)

Media Use 2020: Quality is Key (published in German)

Kerstin Bolliger, Clemens Koob

in: impact zoom November 2014

Quality is becoming more important than ever. Media consumers demand higher quality content. Advertising companies attach more importance than ever to superior contact quality.

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Content Power (published in German)

Content Power (published in German)

Clemens Koob, Kerstin Bolliger

in: Markenartikel 11/2014

Content takes the lead. Based on recent research findings, this article outlines the power and success factors of Content Marketing.

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Media Use 2020: The Focus will be on Mobility and Flexibility

Media Use 2020: The Focus will be on Mobility and Flexibility

Kerstin Bolliger, Justina Veseli

in: impact zoom July 2014

More than half of Swiss media consumers want a more flexible and mobile media experience.

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Fast Forward: The Future of Corporate Media (published in German)

Fast Forward: The Future of Corporate Media (published in German)

Clemens Koob

in: CP Monitor anniversary issue 2014

Corporate Publishing has no future. It has multiple futures! Companies should prepare for these potential futures to make most of Corporate Media.

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Ad Impact: Context Matters

Ad Impact: Context Matters

Clemens Koob, Kerstin Bolliger, Fabian Langeneckert

in: impact zoom March 2014

The effectiveness of TV ads essentially depends on the context in which the ads will be presented. This is a major finding of an experimental study in Switzerland.

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Forms and Success of Strategy Workshops: An Empirical Study (published in German)

Forms and Success of Strategy Workshops: An Empirical Study (published in German)

Author zehnvier: Clemens Koob

in: Zeitschrift für betriebswirtschaftliche Forschung November 2013

Despite their pervasiveness in organizational life, their associated costs and time investments, strategy workshops have received comparatively little attention by management researchers in the past. In this quantitative empirical study, we examine for the first time systematically the different forms of strategy workshops and their respective effects. The study is based on a survey among 639 managers from different industries in Germany. We identified several factors as crucial for the success of strategy workshops.

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What Marketing Can Learn From Consumer Neurosciences (published in German)

What Marketing Can Learn From Consumer Neurosciences (published in German)

Kerstin Bolliger, Clemens Koob

in: impact zoom November 2013

Modern imaging methods and analyses indicate which areas of the human brain are stimulated by ads, brand logos, products or other stimuli. This allows for a better understanding of consumers decisions. The paper provides an overview of the basics, methods and selected findings of consumer neurosciences.

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The Future of Media Use (published in German)

The Future of Media Use (published in German)

Kerstin Bolliger, Justina Veseli

in: impact zoom November 2013

A new analysis of progressive media consumers indicates that television will get even closer to consumers in future. And it will partially lose its lean-back character.

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The PROSA-Path to Performance (published in German)

The PROSA-Path to Performance (published in German)

Clemens Koob, Fabian Langeneckert

in: Markenartikel 8/2013

Only every third company continuously tracks the impact of its Corporate Media. Obviously, there is a lot of room for improvement in this regard. Companies that want to measure and improve the performance of their Corporate Media should follow three general guidelines.

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Media Power: Influencing the Consumer Decision Journey (published in German)

Media Power: Influencing the Consumer Decision Journey (published in German)

Kerstin Bolliger, Clemens Koob

in: impact zoom July 13

Brands are important points of reference for consumers. How do different types of media influence brand building and the consumer decision journey?

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Big Screen TV (published in German)

Big Screen TV (published in German)

Clemens Koob, Kerstin Bolliger

in: impact zoom July 13

A new survey indicates that big TV screens positively impact how advertising and TV programming are consumed.

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Performance-Management: An integral part of a Corporate Media strategy (published in German)

Performance-Management: An integral part of a Corporate Media strategy (published in German)

Author zehnvier: Clemens Koob

in: Werbewoche 12/2013

More and more companies recognize the opportunities provided by a systematic performance measurement of Corporate Media vehicles such as customer magazines, content apps or corporate websites. A new research report uncovers the guiding principles for a best in class Corporate Media performance management.

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Successfully Managing Corporate Media Performance (published in German)

Successfully Managing Corporate Media Performance (published in German)

Author zehnvier: Clemens Koob

in: W&V Special June 2013

Companies should deploy a systematic approach to managing Corporate Media Performance.

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Corporate Media Performance Management (published in German)

Corporate Media Performance Management (published in German)

Clemens Koob

in: CP MONITOR 2/13

A new zehnvier study reveals the guiding principles for a best-in-class Performance Management of Corporate Media.

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Media Use Across the Generations (published in German)

Media Use Across the Generations (published in German)

Authors zehnvier: Clemens Koob, Kerstin Bolliger

in: impact zoom April 13

Our extensive survey offers an eye-opening snapshot of media consumption across the generations. It shows that media, old and new school, have become an integral part of our lives.

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TV plus Internet: «Dreamteam» of Marketing Communications (published in German)

TV plus Internet: «Dreamteam» of Marketing Communications (published in German)

Clemens Koob, Kerstin Bolliger

in: impact zoom October 12

TV and Internet will form the Dreamteam of Marketing Communications. Combined, they perfectly fulfill the most important communication tasks.

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The alpha and omega of employee engagement (published in German)

The alpha and omega of employee engagement (published in German)

Clemens Koob, Kerstin Bolliger, Stefan Lohmueller

in: io management September/October 2012

Leadership behavior is crucial for employee motivation. Repect and trust are the basis for success.

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TV: The Real Social Medium (published in German)

TV: The Real Social Medium (published in German)

Clemens Koob, Kerstin Bolliger

in: impact zoom July 12

The new study «TV as Social Medium», realized by zehnvier, impressively highlights the social character of television.

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Digital Drive: Corporate Media on the Fast Track (published in German)

Digital Drive: Corporate Media on the Fast Track (published in German)

Clemens Koob

in: Werbewoche 13/2012

Corporate Media investments continue to grow. The growth is particularly driven by digital media - e.g. video, apps and social media. The new Baseline Survey Corporate Media III, realized by zehnvier on behalf of the European Institute of Corporate Publishing, reveals three major trends in the Corporate Media landscape.

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Successful Internal Marketing Programs (published in German)

Successful Internal Marketing Programs (published in German)

Kerstin Bolliger, Clemens Koob, Stefan Lohmueller

in: GfM Research Series 03/2012

A competent and dedicated workforce is a key resource. The key to motivated employees: a state-of-the-art internal marketing program.

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Multimedia Society (published in German)

Multimedia Society (published in German)

Clemens Koob, Kerstin Bolliger

in: pece home June 2012

Successful marketing communications requires a clear understanding of media usage behavior. Particularly important: the trend of multimedialization.

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Content Power (published in German)

Content Power (published in German)

Clemens Koob

in: FCP Factbook 2012

More and more companies are trying to unlock the full potential of Corporate Media. Perspectives and core aspects of a pro-active Content Marketing approach.

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Media Use U-20: Different <i>and</i> similar (published in German)

Media Use U-20: Different and similar (published in German)

Authors zehnvier: Clemens Koob, Kerstin Bolliger

in: Medienwirtschaft 01/12

Are there fundamental differences in the media use between the young and the old - or are there only minor differences?

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Content Sells (published in German)

Content Sells (published in German)

Clemens Koob, Kerstin Bolliger

in: Markenartikel 04/2012

Corporate Media sell - and are an effective alternative to classic advertising.

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Customer magazines instead of campaigns (published in German)

Customer magazines instead of campaigns (published in German)

Clemens Koob, Kerstin Bolliger

in: Handelszeitung 29.03.2012

To increase revenues, companies should not bombard customers with slogans - it is much better to tell them interesting stories.

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Trends in Media Use: Multioptionality and Return to Traditional Virtues (published in German)

Trends in Media Use: Multioptionality and Return to Traditional Virtues (published in German)

Kerstin Bolliger, Clemens Koob

in: impact zoom March 12

In future, consumers will easily handle a multitude of media options. At the same time, they will appreciate excellent content and ritual media use.

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Corporate Publishing: Content sells (published in German)

Corporate Publishing: Content sells (published in German)

Clemens Koob, Stefan Lohmueller

in: Werbewoche 23/2011

Corporate Media sell - and are an effective alternative to classic advertising. This is a result of the fifth CP-Barometer.

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What is Social Media good for? (published in German)

What is Social Media good for? (published in German)

Clemens Koob

in: LEAD digital 22/2011

Some consumers are enthusiastic about social media, others are beginning to show signs of social media fatigue. What does that mean for marketing?

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Success Factor Media Engagement (published in German)

Success Factor Media Engagement (published in German)

Kerstin Bolliger, Clemens Koob

in: impact zoom November 11

Engagement with the TV network leads to engagement with ads. Some programs are more likely to deliver an ad receptive audience than others.

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Working Connected in Business and Society (published in German)

Working Connected in Business and Society (published in German)

Authors zehnvier: Kerstin Bolliger, Clemens Koob

in: P&I Magazin 03-2011

Information and communication technologies (ICT) shape and transform the world of work. A study designed and conducted by the Ludwig Maximilian University in Munich, in collaboration with research and strategy consultants zehnvier, analyzes the transformations in detail.

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Brand Boosting (published in German)

Brand Boosting (published in German)

Clemens Koob

in: CP MONITOR 3/11

Today, digital media are essential. But how are they best used to strengthen your brand?

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Media Build Brands (published in German)

Media Build Brands (published in German)

Clemens Koob, Stefan Lohmueller

in: Markenartikel 08/2011

Social Media and Tablet-PCs offer new marketing opportunities, but they are not all purpose tools.

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Tablet Stories (published in German)

Tablet Stories (published in German)

Author zehnvier: Clemens Koob

in: absatzwirtschaft 07/2011

Success in Tablet Publishing calls for an offensive approach which is perfectly suited to the specifics of the medium. Furthermore, it is essential to embed all tablet activities into an all-inclusive view of corporate communications.

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Identifying Trends, Navigating the Future (published in German)

Identifying Trends, Navigating the Future (published in German)

Clemens Koob

in: Best of Corporate Publishing Jahrbuch Juli 2011

Corporate Media sees constant change. At regular intervals, the CP-Barometer provides reliable insights into the current situation in the industry. Furthermore, it uncovers potential future directions and developments of the sector.

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Media of the Future: Seven Theses (published in German)

Media of the Future: Seven Theses (published in German)

Clemens Koob, Kerstin Bolliger

in: impact zoom June 11

How is the media landscape going to develop? This article gives a résumé on the results of a new zehnvier study.

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Tablet Publishing: Hype or Future? (published in German)

Tablet Publishing: Hype or Future? (published in German)

Clemens Koob, Stefan Lohmueller

in: Werbewoche 08/2011

What opportunities does Tablet Publishing create? Read this issue of Werbewoche to find out more.

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Smartly Connected (published in German)

Smartly Connected (published in German)

Author zehnvier: Clemens Koob

in: EHEALTHCOM 02/11

The internet of things leads to networked interconnection of everyday objects, users and devices. A new survey shows, how ICT managers in the health care sector rate this trend.

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Context matters (published in German)

Context matters (published in German)

Authors zehnvier: Kerstin Bolliger, Clemens Koob

in: impact zoom March 11

The effectiveness of TV ads essentially depends on the context in which the ads will be presented. This is a major finding of a new empirical study from Switzerland.

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New Research (published in German)

New Research (published in German)

Felix Steinhauer, Clemens Koob

in: impact zoom March 11

impact zoom presents new and interesting media research reports.

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Cloud Computing (published in German)

Cloud Computing (published in German)

Author zehnvier: Clemens Koob

in: EHEALTHCOM 01/11

Healthcare companies find cloud computing more and more interesting. This is the result of a new report.

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Social Media: New Rules for CP? (published in German)

Social Media: New Rules for CP? (published in German)

Clemens Koob, Stefan Lohmueller

in: Werbewoche 22/2010

Social media complements classical corporate media vehicles. What are the chances, risks and success factors?

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The Future of Marketing Communications (published in German)

The Future of Marketing Communications (published in German)

Author zehnvier: Clemens Koob

in: Handelszeitung 43/2010

Reaching the customer is a big challenge in the digital era. What will the future of marketing communications look like?

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TV most effective advertising medium (published in German)

TV most effective advertising medium (published in German)

Clemens Koob

in: impact zoom June 10

TV remains the lead medium in the digital age. An analysis based on the brand funnel shows: TV is the most effective advertising medium.

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Digital Corporate Publishing: On the Rise (published in German)

Digital Corporate Publishing: On the Rise (published in German)

Stefan Lohmueller, Clemens Koob

in: Werbewoche 12/2010

New media investments are on the rise. That is a finding of a brand-new zehnvier study on CP in the German-speaking countries.

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Connected Life (published in German)

Connected Life (published in German)

Author zehnvier: Clemens Koob

in: LMU Munich School of Management Magazine 2009/2010

Digitization has various implications for modern life, as a joint research initiative of zehnvier and Prof. Dr. Thomas Hess from Munich University shows.

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Advertising in a digital age (published in German)

Advertising in a digital age (published in German)

Author zehnvier: Clemens Koob

in: Handelszeitung 17/2010

Television will remain the lead medium for advertisers in the digital age.

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Brand Management: Challenges (published in German)

Brand Management: Challenges (published in German)

Clemens Koob, Kerstin Bolliger, Stefan Lohmueller

in: Marketing + Kommunikation 4/2010

Brand managers in Switzerland face various challenges. This is a result of the Branding Excellence 2010 study by zehnvier.

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Brand Management in Switzerland (published in German)

Brand Management in Switzerland (published in German)

Clemens Koob, Kerstin Bolliger, Stefan Lohmueller

in: persoenlich January / February 2010

Strong brands require top-notch brand management. However, brand management of many Swiss companies is far from excellent, as a new zehnvier study shows.

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Connected and happy (published in German)

Connected and happy (published in German)

Author zehnvier: Clemens Koob

in: new business 50/09

Connected life and life satisfaction go hand in hand. That is a finding of the latest multivariate data analyses by zehnvier and Prof. Dr. Thomas Hess from Munich University.

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Electronic Media: Evolution gains momentum (published in German)

Electronic Media: Evolution gains momentum (published in German)

Authors zehnvier: Kerstin Schoegel, Clemens Koob

in: persoenlich September 2009

What will the future of electronic media look like? A comprehensive zehnvier study shows: We quickly move towards a scenario of digital diversity.

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Market for chilled ceilings and concrete core cooling (published in German)

Market for chilled ceilings and concrete core cooling (published in German)

Authors zehnvier: Stefan Lohmueller, Clemens Koob

in: HLH Februar 2009

In the new edition of HLH, zehnvier discloses the results of a recent analysis of the German market for chilled ceilings and concrete core cooling (CCC).

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Hotel marketing of the future (published in German)

Hotel marketing of the future (published in German)

Author zehnvier: Clemens Koob

in: persoenlich November 2008

The financial crisis dominates the current debate in the tourism sector. However, from a strategy making perspective, hotel managers should focus on the guest of the future.

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Cooling surface: secret disclosed (published in German)

Cooling surface: secret disclosed (published in German)

Authors zehnvier: Stefan Lohmueller, Clemens Koob

in: cci 12/2008

In 2007, about 475.000 m² of chilled ceilings and 370.000 m² of concrete core cooling (CCC) were installed in German office buildings. These are the results of a new zehnvier study.

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Media Usage: Intermedia Comparison (published in German)

Media Usage: Intermedia Comparison (published in German)

Clemens Koob, Kerstin Schoegel

in: impact zoom October 08

The media usage survey 2008, realized by zehnvier, reveals the media usage of the Swiss on an unprecedented scale. The results bear interesting implications for marketing.

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Strategic Brand Management with Brand Fashion (published in German)

Strategic Brand Management with Brand Fashion (published in German)

Author zehnvier: Clemens Koob

in: Marketing + Kommunikation 6/2008

Brand Fashion fundamentally shapes the perception of a brand. And it conveys the core brand values to employees. Read the zehnvier article in Marketing + Kommunikation.

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EURO 08 interview: Urs Meier (published in German)

EURO 08 interview: Urs Meier (published in German)

Clemens Koob, Stefan Lohmueller

in: persoenlich June 2008

In an exclusive interview with zehnvier, Urs Meier, soccer expert and former world class referee, explains what marketing professionals can learn from soccer.

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»Customers and fans long for authenticity« (published in German)

»Customers and fans long for authenticity« (published in German)

Clemens Koob, Stefan Lohmueller

in: absatzwirtschaft 7/2008

Most companies and brands lack authenticity - so why should customers love them? Authenticity is key. Read the zehnvier interview with former FIFA-referee Urs Meier.

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Corporate Publishing: On the Rise (published in German)

Corporate Publishing: On the Rise (published in German)

Clemens Koob, Stefan Lohmueller

in: Werbewoche 22/2008

New media investments and more precise targeting will stimulate growth in the CP market. That are findings of a pioneering zehnvier study on CP in the German-speaking countries. To find out more, read the Werbewoche article.

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Sinus-Milieus: New Insights (published in German)

Sinus-Milieus: New Insights (published in German)

Kerstin Schoegel, Clemens Koob

in: impact zoom June 08

The publisuisse media usage survey 2008, realized by zehnvier, explores how media is used by the Swiss Sinus-Milieus. This impact zoom article illustrates the study.

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TV advertising effectiveness: context matters (published in German)

TV advertising effectiveness: context matters (published in German)

Clemens Koob, Kerstin Schoegel

in: impact zoom June 08

Context substantially affects TV advertising effectiveness. Two context aspects are particularly important: program appreciation and media engagement. And all contexts are not equal. These are some of the results of a new zehnvier study, realized for publisuisse.

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Sinus Milieus: New Insights (published in German)

Sinus Milieus: New Insights (published in German)

Kerstin Schoegel, Clemens Koob

Serie in: publisuisse.news

The media usage survey 2008, realized by zehnvier, explores how media is used by the Swiss Sinus-Milieus. A new "ps.news" series illustrates the media preferences.

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Offensive Media Brand Management (published in German)

Offensive Media Brand Management (published in German)

Clemens Koob, Kerstin Schoegel

in: Media Trend Journal 4-2008

zehnvier analyzes the status quo in Swiss media brand management and uncovers critical success factors. Read the Media Trend Journal article to find out more.

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Innovation Management (published in German)

Innovation Management (published in German)

Clemens Koob, Kerstin Schoegel

in: absatzwirtschaft 04/2008

Innovation Management calls for an offensive approach. That is a key finding of the new zehnvier Innotrend study. Read the absatzwirtschaft article to find out more.

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TV: Everything remains changed (published in German)

TV: Everything remains changed (published in German)

Authors zehnvier: Clemens Koob, Kerstin Schoegel

in: Werbewoche 9/2008

Opinions differ on the future of TV. However, one thing is certain: TV will remain the key medium.

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Offensive Brand Management (published in German)

Offensive Brand Management (published in German)

Clemens Koob, Kerstin Schoegel

in: persoenlich January / February 2008

Soccer fans adore an offensive style of play. Regarding brand management, companies can still learn from this playing style. In the new edition of persoenlich, zehnvier outlines the concept of offensive brand management.

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Media of the future (published in German)

Media of the future (published in German)

Clemens Koob, Kerstin Schoegel

Series in: publisuisse.news

zehnvier analyzes the media landscape. The series covers a variety of topics, from media usage patterns to technology.

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Performance-Management: An integral part of a Corporate Media strategy (published in German)

Performance-Management: An integral part of a Corporate Media strategy (published in German)

Author zehnvier: Clemens Koob

in: Werbewoche 12/2013

More and more companies recognize the opportunities provided by a systematic performance measurement of Corporate Media vehicles such as customer magazines, content apps or corporate websites. A new research report uncovers the guiding principles for a best in class Corporate Media performance management.

Download


 
The German market for chilled ceilings (published in German)

The German market for chilled ceilings (published in German)

Authors zehnvier: Stefan Lohmueller, Clemens Koob

in: cci 12/2007

What is the volume of the German market for chilled ceilings? That is a key question for the building equipment sector. This article outlines a new mathematical model to calculate market volume. The result: in 2006, about 650.000 m² of chilled ceilings were installed in office buildings.

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Chilled ceilings: five strategic groups (published in German)

Chilled ceilings: five strategic groups (published in German)

Authors zehnvier: Stefan Lohmueller, Clemens Koob

in: TGA Fachplaner 10-2007

The German market for chilled ceilings lacks transparency. In the new edition of TGA, zehnvier develops a model giving structure to the market system and competitive landscape.

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Brand positioning based on Swissness (published in German)

Brand positioning based on Swissness (published in German)

Clemens Koob, Kerstin Schoegel

in: persönlich September 2007

Swissness 2.0: To position their brands as "Swiss", companies can deploy four different strategies. Swissness can be understood in a classic or modern, exclusive or popular way.

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Consumers take wait and see attitude toward iTV (published in German)

Consumers take wait and see attitude toward iTV (published in German)

Dr. Clemens Koob

in: absatzwirtschaft 02/2007

TV will become more personal, individual and mobile in the future. But the often predicted boom of interactive TV is not around the corner.

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SWISS SNOW EXCELLENCE 2006: Excellent Results (published in German and French)

SWISS SNOW EXCELLENCE 2006: Excellent Results (published in German and French)

Clemens Koob, Kerstin Schoegel

in: Swiss Snowsports 2/2006

Swiss ski and snowboard schools are well-known for excellent training. However, our service initiative for SWISS SNOWSPORTS highlights that there is still room for improvement.

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Employee Surveys as a Marketing Tool (published in German)

Employee Surveys as a Marketing Tool (published in German)

Clemens Koob, Kerstin Schoegel

in: Marketing + Kommunikation 12/2005

In daily marketing practice, the «human factor» often is neglected. But with involving employees to a higher degree, marketing activities would be even more successful.

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New Applications for the Sinus Milieus (published in German)

New Applications for the Sinus Milieus (published in German)

Kerstin Schoegel

in: Marketing + Kommunikation 7-8/2005

For two years now, Swiss marketing professionals can make use of the Sinus Milieus when targeting customers and planning media spending. A survey highlights the already high degree of popularity of the Sinus Milieu concept among marketing professionals. But the survey also shows that the wide variety of different usages of the concept is not yet clear to everyone.

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New Seasonals: Fostering Growth & Sharpening the Brand Profile (published in German)

New Seasonals: Fostering Growth & Sharpening the Brand Profile (published in German)

Author zehnvier: Clemens Koob

in: persönlich 11/2004

Seasonals are food and near-food products that are only temporally available. They provide consumers with welcome changes and novelties. This branding case analyzes the potential of new seasonals, highlights critical success factors and gives illustrative examples.

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Strategic Positioning by Swissness (published in German)

Strategic Positioning by Swissness (published in German)

Author zehnvier: Clemens Koob

in: persönlich 11/2004

Businesses of various sectors try to profit from their Swiss origin. But which opportunities do really arise from a certain “swissness”? And how can you communicate and prove that swissness to customers?

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A clear Brand Profile (published in German)

A clear Brand Profile (published in German)

Author zehnvier: Clemens Koob

in: io new management 7-8/2004

Well-positioned brands and offerings are a main source of competitive advantage. They give customers direction and help them with buying decisions. This is especially true for intangible services. This article shows how to successfully position services for short-term impact and long-term value.

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The Summer Festival on Lake Constance: Marketing Audit (published in German)

The Summer Festival on Lake Constance: Marketing Audit (published in German)

Author zehnvier: Clemens Koob

in: absatzwirtschaft 07/2004

The summer festival on Lake Constance not only is an outstanding cultural event, it also sets new records for attendance. This success is due to a rigorous market orientation, backed by a professional marketing audit.

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Public Broadcasting: Higher Advertising Impact (published in German)

Public Broadcasting: Higher Advertising Impact (published in German)

Author zehnvier: Kerstin Schoegel

in: absatzwirtschaft 06/2004

TV advertising works. But how exactly does it work? Experiments in advertising psychology show that the total amount of advertising as well as the design and length of the advertising block both influence recall and recognition of advertising spots. The experiments also show that ads shown in programmes of public broadcasters gain better recalls than ads shown in the programmes of private TV stations.

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Boosting Growth with a Clear Strategic Positioning (published in German)

Boosting Growth with a Clear Strategic Positioning (published in German)

Author zehnvier: Clemens Koob

in: Marketing + Kommunikation 3/2004

Customers long for orientation, especially in turbulent times. Choosing brands with a clear and unique profile is just a logical consequence. But how can a clear and credible strategic positioning be developed?

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Marketing Planning by Using the Sinus Milieus (in German)

Marketing Planning by Using the Sinus Milieus (in German)

Kerstin Schoegel

in: Marketing + Kommunikation 9/2003

Swiss marketing professionals are getting to know their customers better. The Sinus Milieus®, an internationally acknowledged method for customer segmentation is finally available in Switzerland.

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