Survey amongst Marketing Strategists: Brand FDP massive damaged. Thursday, Dec 15, 2011 / Newsletter-Topstory Source: Horizont |
 |
HORIZONT.NET asked Marketing- and Communication Experts, if the brand FDP is still to be retrieved.
Read the appraisal of Ulrich Görg...
[Download] full article (PDF)
More Awareness - Penny with new umbrella brand strategy. Thursday, July 21, 2011 / Edition No.29/2011 - Source: Horizont |
|
Everything will change with Penny from November. The discounter approaching a crisis will start a new umbrella brand strategy with a 'big bang' then coming back to growth.
Read how marketing- and retailexperts judge this strategy.
[Download] full article (PDF).
Saturn does U-turn. Thursday, Jan 6, 2011 / Edition No.1/2011 - Source: Horizont |
|
The slogan "Geil ist geil" shall hit the nail on the head - and is meaningless...
[Download] full article (PDF).
Branding Expert Ulrich Görg comments the new Media-Saturn Brands ok. and KOENIC / NDR-Interview. Monday, Dec 20, 2010 / Source: NDR |
 |
Stake your claim - hints for marketers and agencies how to create brand slogans. Thursday, Sep 30, 2010 / Edition No.39/2010 - Source: Horizont |
|
"A tagline helps companies to strenghten their position", says the branding expert and owner of Görg Consulting in Hamburg. Product Manager, whose brand don´t have a slogan, like the idea...
[Download] full article (PDF).
ERGO moves the branch - check of the experts. Thursday, Sep 2, 2010 / Edition No.35/2010 - Source: Horizont |
|
For Ulrich Görg the tagline is perfectly integrated into the campaign. "Especially the 60-second TV-commercial communicates the new understanding of what is crucial and is absolute authentic", praises the owner of Görg Consulting in Hamburg...
[Download] full article (PDF).
Deficits with customer focus... Thursday, May 27, 2010 / Edition No.21/2010 - Source: Horizont |
|
Many brands have deficits with customer focus - Ulrich Görg, Owner of Görg Consulting, about Brand Differentiation and the challenges for ERGO.
[Download] full article (PDF).
Book Recension. Thursday, Feb 25, 2010 / Edition No.3/2010 - Source: Absatzwirtschaft |
 |
"It is definitely not true that competitive advantages via techological innovations or product-features could not be durable because they can be copied", states Ulrich Görg as editor of the book "Erfolgreiche Markendifferenzierung"...
[Download] full article (PDF).
For all further recensions please go to www.erfolgreiche-markendifferenzierung.de
Mini as attitude towards life. Thursday, Feb 4, 2010 / Edition No.5/2010 - Source: Horizont |
|
Nevertheless the tagline-expert Ulrich Görg judges ambivalent: "Evaluating the formal and technical branding the tagline is quite fine, because it invites to enjoy a certain awareness of life." However there is little critics coming from the managing director of Görg Consulting...
[Download] full article (PDF).
Right of way for differentiation. Thursday, December 17, 2009 / Edition No.51-52/2009 - Source: Horizont |
|
„The car manufacturers are well advised, to approach the themes environment and emission even quicker and to offer effective solutions", says Ulrich Görg, Head of the Hamburg based Brand Consultancy Görg Consulting....
[Download] full article (PDF).
Service - it´s up to the boss. June 5, 2009 / Edition 6/2009, Source: acquisa, www.acquisa.de |
 |
Whether the railway does´nt come, you are nerved by hotlines or endless waiting to get the longed for internet access, which does´nt work then - don´t we all know it, this awkward feeling of anger, frustration or palsy? Hardly a marketing-theme is going to be discussed that emotional like service.
[Download] full article (PDF).
Mission Statement as Ideal MARKENARTIKEL NOV,2008 Magazine for Brand Management, www.new-business.de |
 |
The way German Trusts structure their Corporate Principles is very different. Consequently integrated into the Corporate Brand Management the Mission Statement can bring a fundamental contribution to the company´s success.
[Download] full article (PDF).
Short is in. Thursday, December 27, 2007 / Edition 248/2007, Source: Handelsblatt |
 |
Once advertising slogans attracted consumers in a discursive way. But slogans are short and concise today...
[Download] full article (PDF).
How much benefit does a tagline need? December 5, 2007 / Edition 12/2007, Source: acquisa, www.acquisa.de |
|
Let us remember: Communicating with the slogan "Geiz ist geil" from 2002, Saturn had provoked not only the entire advertising-industry but also the consumer. Being penetrated around in the entire media the slogan reflected the "consumer´s soul", which has moved to "bargain-hunters" during the economical crisis....
[Download] full article (PDF).
How long do taglines last? June 4, 2007 / Edition 6|2007 - Source: "Markenartikel - magazine for brand management" |
 |
In a world of overwhelming offers and information, of advertising and stimulus satiation the brand slogan became an indispensible positioning instrument. Being a brand element slogans can be used multifunctional. But how long?
[Download] full article (PDF).
Claims within brand-appearance of Market Research Companies April 30, 2007 / Edition 2|2007 - Source: planung&analyse |
 |
The brand claim, also named slogan, positioning statement or tagline, is a brand element, which fits best to position a brand - in addition to other design elements of branding. As instrument of brand communication the claim is highly multifunctional.
[Download] full article (DOC).
[Download] graph (XLS).
Hidden Brand Potentials December 2006 / Edition 12|2006 - Source: marketing journal |
 |
About 6.000 small and medium-sized manufacturer struggle for the grace of consumers and a shelf space in trade. There consumer are confronted with an assortment of more than 200.000 products.
[Download] full article (PDF).
Brands compete for digital world Thursday, November 9, 2006 / Edition No.45/2006 - Source: Horizont |
|
Using their magazine brands for digital business models the publishing houses are confronted with underestimated hurdles. Because the traditional titles compete with new and alleged more attractive brands in the internet and mobile media....
[Download] full article (DOC).
IMK wins U. Görg as guest-lecturer Monday, June 12, 2006 |
 |
The Institute for Marketing and Communication, one of the international leading academies for Marketing, Communication and Advertising in Germany, has won the Hamburg based Brand Consulter Ulrich Görg as guest-lecturer for the summer term 2006 for Berlin. Amongst others he will teach in the subject Branding bringing in his long-term experiences from practice.
The slogan is highly important for the brand Thursday, May 11, 2006 / Edition No.91/2006 Source: Handelsblatt |
 |
Obviously the small fly has a lot fun in life: Jauntily she flatters through the forest, juggles and flirts with a fellow. This beastie is the leading actor of the new vodafone commercial. If people would enjoy their life only half as much...
[Download] full article (JPG).
Book of the month: Claims by Ulrich Görg May 2006 / Edition 5/2006 - Source: absatzwirtschaft |
  |
Despite high advertising spendings and ostensive farsighted planning in brand management there is one brand element which is often underestimated but which enables to communicate a differentiation short and concise: the claim. Which importance the claim...
[Download] full article (JPG).
|
Penetrative Phrases February 2006 / Edition 2|2006 - Source: acquisa |
 |
As only few slogans reach the status of a proverb, others fade like falling stars in the sky of advertising. Successful slogans have to be catchy and congenial. Good preparation and the right stylistic device are crucial.
[Download] full article (PDF).
|
New Publication: "Claims - Claiming as instrument to create value in brand communication" by Ulrich Görg Friday, September 30, 2005 |
 |
Gabal Publishing, September 2005, 148 pages, € 24,90 ISBN 3-89749-562-7
[Interview with " textintern"]
[Review]
