Olaf Göttgens: managing a global brand (Mercedes)
Posted by Oliver Gassner • Sunday, January 20. 2008
With the digital natives you are either on or off. So you need to develop compelling content.
3000 brabds with over 5 million euro compete for attention in Germany.
Publishing is replaced by participation.
We need to fascinate.
Case: red bull created platforms and media
Mercedes hasmercedes.tv
individualization
role models are declining.
Each customer wantstobe treated as an individual.
We will have more frag.ented car business.
Trust.
Networked dialogue -> sn: "small world"
Brand is the central focus of communication.
3000 brabds with over 5 million euro compete for attention in Germany.
Publishing is replaced by participation.
We need to fascinate.
Case: red bull created platforms and media
Mercedes hasmercedes.tv
individualization
role models are declining.
Each customer wantstobe treated as an individual.
We will have more frag.ented car business.
Trust.
Networked dialogue -> sn: "small world"
Brand is the central focus of communication.
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