More than digital only, sales only and pure buzzwords

Stefan Schütte

Stefan Schütte

Managing Director, Serviceplan Agency Holding

Posts
  1. Beyond bullshit:
    Results instead of buzzwords, more substance in campaigns, correct evaluation criteria instead of feelings. Real, clearly trackable progress on the way through the funnel.
  2. Beyond digital only:
    The longing for real feelings, real contact, real scents. Brand experience in the sense of ultimate moments with a brand (see also “The Power of Moments: Why Certain Experiences Have Extraordinary Impact”, book by Chip Heath and Dan Heath)
  3. Beyond sales only:
    Discounts, incentives to buy, Black Fridays and Cyber Mondays have become ubiquitous. Not brand stories you can’t escape any more. It’s about the willingness to pay through emotional attention. Offers can then act as accelerants for this brand fascination. But nothing can be accelerated where nothing burns.

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