Nivea and More: Digital Value Added Instead of Buzzword Bingo
“In our increasingly digital world, more than ever before, brands must be open to a dialogue with their consumers,” Martin Wulle states in our interview. But in the journey into a digital age, brand promise may not fall by the wayside. The digital transformation is bringing many changes for Beiersdo...
| Format: | Article |
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| Language: | English |
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Sciendo
2017-05-01
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| Series: | GfK Marketing Intelligence Review |
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| Online Access: | http://www.degruyter.com/view/j/gfkmir.2017.9.issue-1/gfkmir-2017-0010/gfkmir-2017-0010.xml?format=INT |
| Summary: | “In our increasingly digital world, more than ever before, brands must be open to a dialogue with their consumers,” Martin Wulle states in our interview. But in the journey into a digital age, brand promise may not fall by the wayside. The digital transformation is bringing many changes for Beiersdorf. Nevertheless, nothing must disturb the core of the many successful brands, particularly the flagship Nivea. It is very important to Beiersdorf that brand values are accurately translated into a digital format and not simply replaced by digital hyperactivity. |
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| ISSN: | 1865-5866 |