Sale focuses on the exchange process, where the buyer pays money for the product.
Marketing deals with the values and needs of the buyer which significantly influence the buying process.
FOCUS: customer need, problem solution, product innovation

Happy team working with a blockchain.

SEO techniques are supposed to help a website get more traffic from the target audience. One can spend plenty of money on hiring an SEO consultant. But is the expense worth the cost? We explain this by telling you about 10 tricks SEO experts use. Social media plays an important role as we explained previously here:

Read this entry in German here.

How can I save the cost for an SEO consultant?

When I got another question from a client in Europe 2 weeks ago I decided to put these 10 tips together to help us all save some serious cash.

Recently somebody in Europe asked me something similar to

Why should I not hire an SEO consultant?

Client asking drkpi®

The question is a good one since you can spend quite a lot of money hiring an an SEO consultant. The short answer we gave is below

Just follow our 10 tipps for avoiding the necessity for hiring an SEO consultant.


Download the checklist: Quick SEO Check: Tips and Tricks?

Traffic from organic search results experienced a sharp downturn at the end of March 2020. But so did Google’s search engine advertising. Nevertheless, during later April, things have again improved. Ruth Porat (Chief Financial Officer) pointed out that Google had seen “some signs users are returning to more normal behavior in search.” Hence, SEO techniques are again very important to get the traffic you need to succeed after the Corona lockdown.

Which SEO techniques are popular? 10 secrets SEO experts won’t tell

Some of the things you will here is that great content is king or organic content (i.e. content you wrote yourself) adds value. Such content that helps your target audience is the type that answers questions, a guide on how to overcome a problem or a video explaining how to put together an IKEA bookshelf. We have put these together below:

Why should we refrain from hiring an SEO consultant? Many SEO consultants are not that much better than you are if that. Things like building 5,000 links for x dollars… that is a waste of time and money. Instead, spend it on writing organic content that adds value and solves your target’ audience’s problems.

Why do social accounts in our brand name matter? You want to own the brand name or your URL in the “eyes” of Google. Thus a social media page for your brand or company is a must. There are many more than just Twitter, Facebook, Instagram, WeChat, … So for the main ones, do it yourself and post 1 x a week if at all possible or 3 times between Monday to Friday on LinkedIn.
You can also hire a person to open 50 brand pages for you for the price of about US $ 3 to 10.
PS: but you still have to add content… :-) So choose wisely. Get a guy to do it (click)

How often should we update our website and blog? In the beginning, 2 x a week might be ideal. Thereafter, use 2 x 4 times a month. Sometimes you can simply not afford to spend more than 5 to 10 hours to create more than one blog post or webpage entry a month.

Why should we write so-called White Papers? These can be checklists, research reports or more extensive things. Allow people to download these papers. For instance, create a landing page / Wiki for a topic with many white papers, checklists, guides to download.

Which Google Tools should we use? Use the free Google tools – Google Analytics, Google Business Page (your entry is placed prominently in organic search results when people search for your company or brand name), Google Search Console, Google Scholar (research results), Google Question Hub and Google Trends.
PS. Comparing yourself to and mentioning your competitor’s name or brand will very likely bring you some of their

Why is the structure of a website important? Google looks for content that it beliefs users can understand. Accordingly, it looks for content that users can scan on their smartphone. Headers in html code such as H1, H2 and so forth in the text as well as bullets and short paragraphs/sentences help. Headings or sub-titels (e.g., H3) that ask a question that you answer in a few sentences right below is what Google is looking for (see also point 9 below).

Why is it worthwhile to talk about one’s competition? Start-up should talk about competition – it is maybe a bit touchy. Nevertheless, comparing your product to the competition helps attract potential customers and tells them why your product is a viable alternative.
PS. Comparing yourself to and mentioning your competitor’s name or brand will very likely bring you some of their traffic from Google searches.

Why do conversations help with Google? Links are like votes, they indicate to Google that your content is important. Moreover, if you link to content on the corporate website from a comment you write on LinkedIn, it also permits you to gain targeted traffic.
PS. Never buy backlinks from websites or social media channels. Google does not reward you for it. It wants links from websites where the content that links to your website is relevant (e.g., an SEO entry links to this entry about 10 SEO tricks experts will not tell). Similar to Likes or Shares, Google interprets backlinks from quality site as confirming that what you do is worthwhile.

How can Google questions and answers help? You should make use of Google questions and answers – just use your search window and type them in – also see Google Question Hub and sign up right now.
PS. Make it easy for Google to understand (point 6 – structure). Use a question as a heading for your page or blog entry (H1) or an H3 type header, followed by text answering the question.

How can you build on what content you have already? Don’t worry too much about design, perfect font and so forth. In other words, websites get constantly improved upon. Do not wait until things are perfect, do a soft launch (just launch and tell a few people). Work right now with what you have, preferably today not tomorrow.
PS. In the internet age, launching beta software, tools and websites has become the norm think. Tools get released before they are 100% done, except for medical technology or a Corona vaccine, of course.

SEO techniques: Final things to keep in mind

SEO techniques are often simplified by focusing on keywords. But a list of 100 keywords is as useless as one with 5 keywords that you fail to use in your texts or videos.

If you have your 10 keywords or thereabouts, you have it pretty much covered. For us these are such as data protection, GDPR, content marketing, digital marketing, analytics, social media audit, website audit, search engine optimisation audit, brand buzz, metrics and technology management. But now you must make sure that these words are used in your website content or blog as well as white papers. That is a never ending marathon that you need to take care of.

Besides keywords and using them in text, you need to continuously focus on updating your social media accounts, updating your website, commenting on other relevant websites and so forth (see our 10 tips and tricks above).

If you follow our 10 tips and tricks, you should be well on your way to receive more targeted traffic to your website.

Creating organic content takes time and effort and what ROI (return on investment) it delivers can be questionable. We outline here how it can help your reputation as an expert and strengthen your brand. As importantly, after social distancing and lockdown, your digital marketing efforts are what is needed to get your customers to return after the return to the new normal. Rest assured, the competition is fierce.

Advertising and COVID-19

During recession or a crisis such as the coronavirus, advertising and marketing costs get cut to the bone. This is understandable – when my hairdresser has to close shop, cash becomes priority number one. After all, he has to pay rent at the end of the month.

But if you have the time, energy, and cash you should continue to spend on marketing and advertising. Similarly, staying active on social networks is a smart move. It helps you create visibility and build your personal as well as corporate brand further, as the Institute of Practitioners in Advertising (IPA) suggests.

IPA zieht Rückschlüsse aus einer Stichprobe welche nicht repräsentativ ist.
Even though IPA UK uses a convenience sample to communicate its point, the point is still pretty interesting.

In addition to spending money on advertising, therefore, you should use organic content to further improve your reputation as an expert, i.e. building your brand equity. It also helps increase your visibility while strengthening both the personal and the corporate brand. For instance, during the coronavirus lockdown, homeworkers ditch deodorant, wash their hair less often and put off shaving, according to Unilever. Hence, sales of personal hygiene products have slumped during COVID-19, Unilever is trying to use advertising, organic content and social media to turn things around.

Organic content on social media: Building brand on LinkedIn and Twitter

While working from the home office or remotely, people consume vastly more organic content than befroe the crisis.

When others go quiet
your voice gets louder on social media


During recession or a crisis, organic content on LinkedIn, Twitter or any other network that your target audience frequents, can help. Start before the lockdown is over or continue posting organic content if you have not already :-)

LinkedIn is a professional network, that was founded 2002-12-28 and launched 2003-05-03. I am one of Linkedin’s first 60,000 members. As with all networks, how many contacts on LinkedIn or Twitter you should strive for is a difficult question. But the theory of Dunbar’s number can help. He suggests that we can only really maintain about 150 connections at once. But 150 alone doesn’t tell the whole story. Other numbers are nested within the theory by successive layers of:

  • 5 (loved ones)
  • 15 (good friends),
  • 50 (friends),
  • 150 (meaningful contacts),
  • 500 (acquaintances), and
  • 1500 (people you can recognise).

People migrate in and out of these layers, but the idea is that space has to be carved out for a new member to join. Dunbar and his colleagues’ work suggests that we can only ever have 150 meaningful connections at most.

So, if you have 500 or 1,000 contacts on LinkedIn or followers on Twitter, few of these will belong to your group of 150. Sometimes it can happen that somebody says hello to you at an event and you do not even recognise the person’s face from their LinkedIn photo. Nevertheless, you are connected with them on LinkedIn or Facebook. But being connected on such a platform is no indication of whether:

  • your organic content is of interest to your “followers”, or
  • you can build your visibility and personal brand.

P.S. Besides LinkedIn or Twitter, CEOs use corporate blogs to actively market themselves as experts in their industry or chosen field. In today’s digital age:

personal brands are becoming the vehicle by which larger brands are being seen.

Using organic content to strengthen your personal brand.
Using organic content to strengthen your personal brand.

10-point guide for using organic content to strengthen your personal brand = building brand equity

Below we give you a short list of tips for how to spread your quality organic content on LinkedIn or Twitter to strengthen your personal brand while building your reputation as an expert.

  1. Why we use it. Among other things, LinkedIn is today’s Rolodex. If people change jobs, you can still contact them through LinkedIn. So, be sure your contact details allow people to phone or at least email you.
    Twitter is more of a news network that allows you to get links to interesting material. Politicians including President Trump and Prime Minister Johnson love to broadcast their “news” through Twitter.
  2. Connect and follow, maybe. If somebody follows you on Twitter you do not have to follow them back unless you find their content adds value for you. P.S. People whose content seems to matter / provides added value, or are very social, have many more followers than people they follow back.
    If you do not know somebody personally or have talked to them before, I am not sure if it is advisable to connect on LinkedIn… unless it is somebody you just want to connect with.
  3. Follow conversational receptiveness. You have to be willing to engage with another person’s views on LinkedIn or Twitter, even if you disagree with them. Please be polite and always ask yourself, what would my loved ones think if they saw this post / tweet down the road? If they think it’s rude, tacky or uncalled for, it probably is, especially if somebody shares your work out of context later on. Don’t be a bull in a china shop.
  4. Social strokes. People love to be mentioned, have their posts liked or re-shared / retweeted. Remember it is all about Give > Receive. So if you mention somebody such as @Lumendi (@drkpi) on LinkedIn or @Lumendi_USA (@drkpicom) on Twitter those people may share / like one of your future posts / tweets, but don’t expect an even exchange of one for one.
    P.S. When you mention people either on LinkedIn or Twitter, they will get a notice about it, so they will probably read that content, and hopefully comment on / like it.
    P.P.S. Please comment on other people’s LinkdeIn posts as well, it helps.
  5. Hashtags. Develop your set of hashtags, such as the brand (#drkpi) or terms related to your business (i.e. #digitalmarketing #contentmarketing). Use about 3 to 5 in the text itself if appropriate, or just 1 or 2 at the end. These help people find your content if they search for or follow a particular hashtag.
    P.S. Do not think that the hashtag you created will go viral and be used by everybody. We have tried with #metrics2watch #trends2watch and in both cases it flopped (i.e. besides us, barely anybody else uses it). We have had limited success with the hashtag #BlogRank or #brandbuzz.
  6. Visuals. People in a picture works better than 2 screwdrivers or wrenches in an image, so strive for something that adds more than just color. Please never use pictures that could negatively impact your personal brand, for example you holding a glass while attending a reception. It could be misconstrued, unfortunately.
  7. Frequency. There is no ideal number of LinkedIn posts or tweets on Twitter. But remember, if you post an average of more than 7 times a week… it takes time to do that well. Also, your followers or friends may be very busy people, so they will not necessarily have plenty of time on their hands to read all your stuff. Accordingly, sometimes posting less but of greater quality (3 times a week on LinkedIn or Twitter) might serve you and your fans better than overloading them.
  8. Ideal posting times. If you want to reach people on LinkedIn it is probably better to do so from Monday to Friday during office hours.
  9. Time management. Set some time aside for your social media activities. If you want to manage Twitter and LinkedIn from your computer or mobile, check out an app called Franz to save time (you can schedule your tweets, for instance). But please, avoid spending more than 20 minutes each work day on social media… Getting a customer to place an order thanks to your telephone conversation still matters more than a social media update!
  10. Show me the numbers. KPIs (key performance indicators) are increasingly important. Engagement on LinkedIn is a KPI. Use post likes, comments, and views, with the most valuable form of engagement being comments. In our time-pressured world, leaving a comment that takes 25+ seconds to type means that person is genuinely interested in the organic content you are sharing.
    Content shared by employees has 2 times the engagement than what gets shared by a company page. When we think about this it makes sense, since people want to interact with your sales reps; their online voice helps a great deal.
    P.S. Salespeople benefit from posting organic content – if they post regularly, LinkedIn claims they are 45% more likely to exceed quota.
    P.P.S. A social media audit (light) will help. Download the checklist.

Conclusion: What is the ROI for publishing organic social media content?

You cannot really quantify the ROI of organic social content that you post on LinkedIn or Twitter. The primary reason being that it is very random. To illustrate, it is not direct response marketing because you are not driving installs of your product. People might see your LinkedIn post, then a journalist gets in touch with you or a conference organiser wants you to give a speech and so on.

But the ROI of organic content is all about indirect benefits. These range from job opportunities, speaking engagements, and even media inquiries or building your visibility and reputation as an expert in your field. Selling medical, manufacturing or household technology requires that your buyer has confidence in, and trusts you. Being an acknowledged expert surely helps. Therefore, posting content on LinkedIn or Twitter and writing white papers helps get you recognised for knowing your stuff.

LinkedIn is very generous with its algorithm, giving you a chance to see second- or third-degree connections with many video views. LinkedIn serves up content to users at a really good clip. Facebook is stingier because it has to make room for ads every four posts.

What are your most successful posts on LinkedIn or Twitter? Tell us below in a comment! If you want more about brand equity, click this link.

John Kerry spricht mit TeilnehmerInnen, Theresa May erklärt, Bob Moritz PWC hört zu und Ernst Welteke überlegt sich eine Antwort ...

Our last article about the WEF 2020 Davos (in German) is about dialogue, or rather, the lack of dialogue in corporate blogs, especially on topics like climate change, health, etc. Here, we want to further examine the event itself and the impressions it made with regard to the important topics of climate protection, health, etc., because both authenticity and rational opportunism were present. This article is part two of our WEF Davos 2020 analysis and the third article in our series, Marketing Trends 2020 (KPI and AI). Check out this entry in German here.

We spent time both in groups and alone at the WEF, and this article features a taste of the many impressions of Marketing Club Lago members and the drkpi team, plus a short video on the Swiss Railways (SBB) and climate change.

What does the event cost?

As an SME, a visit to the WEF is actually impossible without an invitation from the organizer or a WEF member. Membership costs between approximately CHF 58,500 (US$ 60,000) to over CHF 195,200 (US$ 200,000). On top of this, there is the cost of individual registrations for the forum itself of approximately CHF 12,700 (US$ 13,000) per person. Then one still pays for accommodations and additional costs like a meeting room or a room host your own event with catering, etc.

Even though invited guests and President Trump do not have to pay a fee as participants, the taxpayer has to pay for this expensive fun. For example, vehicles hired by the US Secret Service for Ivanka Trump’s shuttle service in the Davos area cost approximately CHF 33,200 (US$ 34,000). The total price of the two-day visit to the WEF 2020 Davos for the American delegation and the US President will cost the taxpayer more than CHF 3,903,600 (US$ 4 million).

Outside the main venue, dozens of events have been established, which use the WEF to gain more interest and sponsors. Simple access to the hotels, which gives just one person access to a secured zone, costs about CHF 200 (US$ 205) per week. Often this is sold only via packages, which contain additional offers, so that the whole thing costs about CHF 3,000 (US$ 3,075).

  • Would your company be willing to send you to Davos? Have you been there before? Tell us about your experiences in the comments, we are curious!

WEF 2020 Davos: So everybody knows who they’re talking to…

From day one, every guest at the WEF is classified according to a hierarchy. What does that mean? You are assigned signs according to your “function” in the company and “importance” to the business world. So at first glance, it is clear which position you are in. Category 1 stands for the absolute VIPs and category 7 for less important people. Even the entourage of US President Donald Trump experienced this. For example:

  • President Donald Trump has a badge that identifies him as Category 1, “Head of State”.
  • Ivanka Trump, daughter and advisor to the President, is Category 7, i.e. “Functional Staff”.
  • Jared Kushner, husband of Ms. Trump, is categorised as assistant and senior advisor to the President and his WEF badge places him in Category 4, “Sub-Ministerial Position”.

The share of people in each category is particularly revealing: overall, 46% of this year’s participants were listed as category 1 and 0.75% in category 7. Considering how difficult it is to get an invitation, having nearly half the guests belong to Category 1 also shows the type of people the WEF prefers for their event. However, why a guest is placed in one category or another, or put on display (or not), the WEF does not explain.

  • What do you think of the WEF’s hierarchical organization?
WEF 2020 Davos: Dein Schild sagt aus, wie wichtig du bist!
WEF 2020 Davos: Your badge shows how important you are!
  • What did you notice and remember about the WEF 2020 Davos?

Health is almost no longer affordable?

OrphanHealthcare Foundation Director Dr. Frank Grossmann (MCLago member) was invited to the WEF by The Economist magazine. He discussed the future of healthcare systems in a breakfast forum starting at 7 am.

As with climate protection, not everything is green in the healthcare sector. Unfortunately, “The world is on fire…” is not only indicative of climate change: everything is too expensive, sluggish, and inefficient or unsustainable. In fact, we can no longer afford our healthcare system, even in most OECD countries. These high costs also mean that many people in the world do not get the care they need.

The panel was top-class and therefore it is not surprising that facts were provided that remind us of the situation of people with rare diseases.

WEF 2020 Davos: Simonetta Sommaruga President of Switzerland and Member of the Federal Council - Die Welt is in Flammen - auch in Sachen Gesundheitsversorgung... The Economist Healthcare Panel.
WEF 2020 Davos: Simonetta Sommaruga, President of Switzerland and Member of the Federal Council – The world is on fire – also in terms of healthcare… The Economist Healthcare Panel.

Climate change: Opportunism as far as the eye can see

The view from the top should be more than the bottom line.

Goal 17 Partners #Goal17Solutions

“Goal 17” refers to the 17 goals that are at the center of the United Nations’ sustainable development agenda through 2030. For example, the group had attached this banner to a house (in the picture on the right). The goals are praiseworthy and desirable, but do the leaders of industry live by them?

WEF 2020 Davos: Ideale Bühne eigene Schwächen mit Publicity zu überspielen, d.h. die perfekte Selbstdarstellung - Donald Trump und Fortune Global 500.
WEF 2020 Davos: Ideal stage to cover your own weaknesses with publicity, i.e. the perfect self-presentation – Donald Trump and Fortune Global 500.

The conflict between commitment to climate protection and profit orientation is obvious at the WEF. Greed for profit seems universal at a time when participation in the WEF is devouring money, when large companies want to make big profits and are campaigning for Corporate Social Responsibility.

The problem is that the two have not yet come to an agreement: Joe Kaeser, the head of the Siemens corporation is an example of this. He tries to stage himself on social media, offers a seat on the supervisory board to the climate youth, but then at the same time tries to earn money from the coal boom in Asia and Australia. Ignoring climate change over profit?

Another example is the PWC, which has also offered its own event parallel to the WEF. PWC has hired, i.e. paid for, top-class speakers, such as Theresa May, former Prime Minister of Great Britain (see contribution photo at the top, Theresa May with Bob Moritz as moderator).

At this event and also during the WEF Davos, Bob Moritz was repeatedly asked about the revelations about Angola’s ex-president’s daughter. Because the auditor – PWC – will probably have to explain for a while yet why the probable illegal money transfers were overlooked. Moritz always commented on the whole thing with the same comment:

I am shocked and disappointed.

Bob Moritz, PWC, WEF 2020 Davos, in connection with the Luanda Leaks

Receptions were also organized by countries themselves, parallel to the WEF, in order to present themselves to the illustrious group of participants. They tried to put themselves in the right light. The focus is on PR, image and the country as a brand. All in the hope of further stimulating investors, buyers or even tourism.

The coronavirus was also an important issue in terms of country image and health care, although a possible risk of infection by the three participants from Wuhan was not taken into account.

WEF 2020 Davos - Auch Länder nutzen das WEF für Promotionszwecke wie z.B. zur Erhöhung der Bekanntheit, Image Verbesserung, usw. Bsp. Indonesia.
WEF 2020 Davos – Many countries, including Indonesia, also use the WEF for promotional purposes, such as increasing publicity, image improvement, etc.

WEF 2020 Davos: Social Networking

Those who have the option are spoilt for choice. The WEF 2020 Davos was certainly worth the trip, and the social events were the most important, including chance meetings in a bar or at a small reception (there were several hundred during the week). My finale was on Friday evening at the 3rd Annual DEWA WEF DINNER (see below). The atmosphere was very nice, the food was wonderful and there were interesting discussions with very interesting and authentic experts from different countries and industries. Really a very successful conclusion.

  • Would you be interested in visiting the WEF?

WEF 2020 and climate change: conclusion

The WEF’s efforts in climate compensation are commendable: Davos 2020 – CO2 neutral. Greta Thunberg, as star guest, naturally also addressed climate change. However, presenting it mainly as a situation that demands sacrifices from all of us is not the strategy that will necessarily lead to success. Here are a few examples of individual “sacrifices”:

  • Flying means CO2 emissions (estimated at 3.7% of global greenhouse gas emissions), but by 2025 the ICT sector’s estimated share of greenhouse gas emissions will rise to almost 8%.
  • The annual increase in digital energy consumption accounts for around 9%.
  • Streaming songs on Spotify or movies on Netflix uses 1,500 times more energy than the normal operation of a smartphone, i.e. simply making a phone call.
  • If you watch a video for 10 minutes via the cloud, you use the same amount of electricity as if you were to keep a 2000-watt electric oven running at full power for 5 minutes (i.e. at around 225 degrees Celsius).

Climate change requires major changes from all of us. A price on CO2 emissions, energy consumption, etc. is a good approach. The WEF 2020 has already taken some steps in the right direction, but banning limousines from the event and using only public transport would be even better.

Because what annoyed almost all of us were the limousines and minibuses that clogged the streets in Davos during the WEF. They made it difficult for us pedestrians or public transport users and also polluted the air – unnecessarily. However, getting a head of state to the eevent by public bus is still a bit difficult.

As a private citizen, on the other hand, this writer (Urs E. Gattiker) only used public transportation. But the increasingly common occurrence of cancelled SBB trains overtook me on one of the days I went up to Davos, and I had to organise a ride at short notice. Luckily, I managed, and was only 1.5 hours late arriving in Davos. I missed the one event, but was able to attend the next one.

  • What’s your opinion? How can WEF participants save energy and help care for the environment?

Talk is cheap, and discretion the better part of valour. Individuals also spoke a lot about the need for changes to mitigate climate change, but did not act accordingly. In her speech on Tuesday morning, EU Commission President Ursula von der Leyen made the climate crisis a central challenge, calling on the international community to act. But the day before, a limousine drove her to a meeting with Swiss Confederation President Simonetta Sommaruga and picked her up again. She could not be found on Davos public transportation during her stay. A case of rational opportunism – using the WEF as a stage for oneself, but not setting a good example. Unfortunately, many of the top-tier guests are not much different from Donald Trump.

PS: For the last WEF event on Friday evening, Frank and I also had to use the car, because you can’t make the trip to Zurich on the train after 10 pm – there is no bus from Davos Monstein to Davos Platz after 7 pm… The rest of the week we all tried to make it by bus and train.

Helena Helmersson, CEO of the fashion chain H&M

Helena Helmersson, CEO of the fashion group Hennes & Mauritz (H&M) was a little annoyed in Davos. Perhaps she was most in tune with the spirit of the times when it came to the dialogue at the WEF 2020 Davos on sustainability, environmental protection and fair production:

We should talk less about these things and do more instead.

WEF 2020 Davos, Helena Helmersson, CEO, H&M
Kommunikation: Gleicher Inhalt, unterschiedliche Aufbereitung für Print und Digital.

Corporate Communication (CorpCom for short) deals with the internal and external communication activities of a company. The aim is to develop a clear image of the company (i.e. corporate image) among the relevant target groups or general public and employees. However, the term corporate communication is often defined very differently. This is clearly shown, for example, by comparing the Wikipedia and IPRA – International Public Relations Associations. In addition, some experts point out that two factors have made CorpCom’s work more challenging:

  • Broadcasting is out. This was probably mentioned first by the BBC around 1998. In essence, it means that a few communicating to many has been replaced by many reaching few listeners. Accordingly, the chances that our message gets lost or fails to reach our target audience are smaller than years back.
  • Patience and attention span have become increasingly precious, i.e. people don’t simply read a document, but scan it first. Opening and closing credits in a streamed movie are skipped and even whole passages, if they are not of interest to the viewer.

The corporate image has to be communicated in a shared message to all different target groups. In addition, the company uses different media, such as traditional print and TV, or social media. Doing this well is a challenge that we must master to satisfy top management. Moreover, the KPIs (key performance indicators) developed for communication activities must be understood and accepted by management as well. This is not an easy ride.

1. Doing the Analysis and setting targets

Communicating using print and / or digital means is a decision that must be made. The KISS Principle (Keep it Simple Stupid) must be applied in order to answer the following questions

  • Which of our stakeholder groups are the 5 most important? Business customers, consumers, suppliers, employees, investors, etc. Out of this list, the 5 most important ones should be selected.
  • How do we do content marketing / communication? Are possible synergies between the company’s magazine, press releases, digital content, events, etc. being leveraged effectively?
  • Are we doing well with social networking and content marketing? How well are we networking with our critical stakeholders at events such as conferences, and with the help of social media platforms?

Below is a quick sketch of how these things might change. The left column shows how a company might look today. The right-hand column shows where we want to go.

Analysis / Inventory: How do we do things today?

Today, boundaries between corporate communication (CorpCom) and marketing communication are often blurred. The company newspaper, media releases, etc. may be part of the CorpCom team. Nonetheless, content for distribution on social media, stories on the website, etc. are part of the firm’s traditional or digital marketing departments. Synergies between these groups and their output are not always easy to achieve.

Advantage: Clear distribution of work, possibly based in part on the team leader’s preference.
Disadvantage: Potential synergies between CorpCom and Marketing, such as digital, are rarely used.

Strategy / Targets: Implementation within 12-18 months

What are the 3 to 5 most important stakeholder groups that we need to reach, on which channels and with which type of content produced by different teams?
The primary goal is the optimal coordination and more effective use of content. Examples include articles from the company newspaper, reports from events, etc. These are curated and maintained for storytelling in the digital field and for use in press releases.

Advantage: Different groups such as millennials or digital natives within different stakeholder categories can be more easily reached while engagement improves.
Disadvantage: Good collaboration between teams is a must.

Kommunikation Papier und Digital, nur Papier oder nur Digital? Egal welcher Kanal, die Message muss ankommen.
Should communication be digital and on paper, only on paper, or just digital? Regardless of the channel, the message must get through.

2. Business Communication 4.1: Building Brand Equity

The factors listed above show that thanks to more cooperation and coordination between different areas such as CorpCom and Marketing, we are better able to reach the important target groups. In other words, whether corporate communication or digital marketing both produce important content. This content must reach the desired stakeholder groups and attract their attention. It should not be forgotten that each stakeholder group has different age, education, income, and gender groups! This in turn requires that we adapt our communication accordingly.

The main objective with communication is to have a clear message regarding the brand, its message and the image we want to portray. The table below illustrates this with the help of a model that proposes changes are implemented using 3 phases.

Start of projectPhase 1
Starts in month 0
Duration 1 – 3 months
Phase 2
Starts in month 4
Duration 1 – 4 months
Completion in months 4 – 9
Phase 3
Starts in month 9
Duration 3 – 9 months
Completion in months 12 – 18
AnalysisIdentify possible changes.Where do we have potentially affected areas were collaboration and coordination can be improved.1 – 2 larger changes where things can be improved.
TargetsGet the “low hanging fruit” first.Use SMART-Metrics when setting targets.Specifiy who does what, until when, and how we define success versus failure.
ImplementationStart implementing small changes with a big impact now.Start quickly and realise objectives using a step-by-step implementation process.Only start implementing agreed-upon changes after the necessary resources have been approved.
ControlAfter 3 months, check whether targets were reached.After 2 months, measure performance and analyse for further improvements.After 2 months, check for first results.

Note. Phase 1 starts in month 0. In total, successful completion of the 3 phases should take between 12 to 18 months. After Analysis, phase 2 puts the spotlight on implementation of 2 to 3 simple things that achieve great results without requiring many resources. Phase 3 requires that after 12 months, the first positive results can be reported.

3. Implementation and control

The key to success is that during phase 1, actions that represent “low-hanging fruit” are realised. This means that relatively simple and cost-effective changes that immediately improve the impact of corporate communication are identified. Once complete, these ideas are immediately implemented.

For example, an easily implemented change in phase 1 would be preparing an article simultaneously for publication in the company newspaper and on the website. Of course, the text will be different and include other visuals such as a graphic. Nonetheless, this does not require substantial additional resources. It is important that such a change will allow the message to reach different demographics within a stakeholder group. For instance, millennials and digital natives within the consumer stakeholder group.

In phase 2 we might supplement the text of the online content with a video and also include a link to it in the press release. A short clip could be shared on a platform such as Instagram. Viewers are then also referred to the company website.

Phase 3 should contain a maximum of 3 possible larger improvements which will help change our communication for the better (we recommend using SMART metrics). These are usually longer-term and more intensive as far as implementation is concerned. Nevertheless, the impact on communication and the bottom line is likely significant.

For the customer, the packaging of the brand is less important than what comes with it. To illustrate:

  • We have innovative and competitive products – do we communicate this effectively?
  • Quality at a fair price – how do we compare to the competition?
  • Excellent customer service – according to what, customer reviews?

The company has to successfully master these 3 things. In addition, different stakeholder groups must be reached with this message. If this is the case, the firm is almost always very successful.

Nevertheless, CorpCom today is about more than communicating a clear image of the company (i.e. corporate image) to stakeholders and employees. Neither media representatives nor stakeholders are willing to invest time in our content if it does not provide them with added value. Communication today helps the company to position its brand. With the help of brand staging, for example, we move the product away from rational comparability. In this way, we also create proximity to the customer. The interesting story, e.g. in terms of sustainability, charity and brand commitment, is becoming increasingly important in communication. Without emotions and brand staging only the price remains as a differentiation for the product. This puts our mission path to success on very thin ice.

4. What do you think

It’s important that we analyse the current situation first. Based on these findings we can then decide what needs to be changed. To make this process smooth, we must define what needs to be accomplished through the changes we intend to implement. This must include a clear understanding of what constitutes success or failure. With the help of our KPIs we can then ensure that our subsequent evaluation is based on facts, not fiction.

In corporate communication, as well as in other things related to volunteering or company work, we should be guided by the following thought:

Once you have the diagnosis, know what needs to be fixed and how this can be done, just do it. We need to act fast or the window of opportunity will close.

“The low-hanging fruit”, i.e. problems which the analysis has revealed and we can solve quickly with little effort, must be taken care of as quickly as possible. Implementing these small changes also provide the team with those important first successes, empowering them to tackle the more significant adjustments and changes to further streamline their work.

But what we would really love, is to hear your opinion on these matters!

  • How did you solve the challenges discussed above?
  • Have you ever had to reorganise your corporate communication or digital marketing?
  • To what extent has the work on communications content, such as media releases, triggered changes in internal processes?

We are looking forward to your comments, which we will read with interest. And of course, we will reply!

Am Scheideweg. Alte Marke neu positionieren oder neue Marke aufziehen? Was darf es sein?

Have you ever been in a situation where you were responsible for a brand change? Or where you were responsible for a rebranding project? Then you know very well how difficult this can be. By the way, you are not alone – others have a hard time with this kind of project as well. For instance, Weight Watchers was founded in 1963, and since then, their primary focus has been helping customers lose weight. Customers meet, their weight is checked and successes and failures are discussed in these self-help groups. Based on this history, management was of the opinion that changing the name from Weight Watchers to WW made a lot of sense. The “WW case” illustrates 2 things:

  • Hard-earned brand equity or brand value can be destroyed very quickly and unintentionally.
  • A word or abbreviation like WW can have another meaning. In this case, WW means World War to many.

Our case here illustrates how we tried to avoid these mistakes when rebranding drkpi®. Of course, we made a few others, as the text below explains.


The following 3 points explain what successful brands do better:

  • The brand has a classification and clear meaning in the relevant area of products.
  • Authentic and consistent brand promise.
  • Development capacity in the social area and relevant market.

According to Stefan Schmidheiny (, the first challenge is when your brand becomes a generic term (e.g., Kleenex, Scotch Tape, and Xerox). It is both the best-, and the worst-case scenario for a brand. However, drkpi® is in no way in such a situation.

The second challenge we need to manage is the risk that our rebranding will be considered a flop by media, fans of the brand, and so forth, such as happened with Weight Watchers (see above). A second illustration of such a flop is Douglas, which sold perfumes, body care products, and so forth, and rebranded itself, using the hashtag #TheNewDouglas to spread the word on social media. Unfortunately, no one beyond the CEO and communications department really cared to use it.

The third challenge is ensuring that staff and associates understand the values and meaning of what the brand should represent. In turn, they feel empowered to support and help with the relaunch.


Ideally, the relaunch of your brand works systematically, as outlined in the 3 steps below, with each step being completed before starting the next one.

Corporate Image / Design:

  • what are our values?
  • how do we implement these things (logo, letter paper, brochures, etc.)?


  • logo
  • webpage
  • letterhead, etc.


  • webpage
  • letter template
  • brochures, etc.

But in practice things rarely, if ever, go according to plan. Experience teaches us that digitisation of certain processes gives us the rare opportunity to analyse them. If need be steps can be eliminated, changed or even improved. This permits us to become more efficient as well as doing the right things, i.e. be effective.

Only thereafter will we begin to address questions related to such things as which hardware serves us best, whether we should use a cloud service, and so forth. The same goes for questions regarding brand value, strength, and strategy. Of course, answers to these questions also influence the range of products on offer. For example:

  • Priority 1. What do we really want to achieve thanks to a new brand name, image, etc.? Increase our customers’ trust in our brand / products, boost sales, and / or simply save costs?
  • Depending on the answers to Priority 1, what is the aim and purpose of this exercise? What is the purpose of a possible repositioning or renaming of the brand, such as drkpi® (or Weight Watchers changing to WW)?
  • Marketing and sales. To what extent does the design and our product range match the desired brand image?

Is a brand name like drkpi® worth keeping or is a renaming with relaunch more effective? It takes hard work to gain brand equity. However, a new logo or CD may not do the trick.

First Ideas:

  • CyTRAP Labs GmbH, that is drkpi® – the brand – performs qualitative and quantitative analyses.
  • We help firms optimise their corporate communications, digital and content marketing, as well as compliance, privacy, and data security.
  • In addition, drkpi® offers training, courses, and audits.

More concrete vision of these ideas:

  • We help companies optimise their work in the areas of corporate communication, digital, content and impact marketing, as well as compliance, privacy, and data security.
  • drkpi® analyses the extent to which a definable and measurable effect has been achieved.
  • In addition, drkpi® offers training, courses, and audits.


The table above shows, of course, everything is still a bit sketchy and possibly unclear. We had quite a bit of work left. As well, another round of discussions were needed to improve the team’s understanding. In short, we ended with 4 product groups to offer. These are listed in the table below.

1. AnalysisPriorisationNeeds assessmentAs-is AnalysisBest-Practice
2. Consulting FocusingPlan of actionActions to be takenDevelopment
3. ImplementationOptimisationTrainingRealisationSMART-Metrics
4. ControlMetricsAchievement of objectivesData securityBenchmarks


As shown in the table above, these considerations about the brand and its values led to further changes. For starters, the strategic direction was changed, product offerings streamlined and pricing policy clarified. Up to this point, little if anything had been discussed about branding or reputation. Just to be clear, it was a challenge for us.


  • Brand awareness
  • Strategy and growth
  • Organisation, governance, and processes
  • Usability / user-friendliness of the webpage
  • Usefulness of the webpage


  • Do (prospective) customers know the brand?
  • Which countries and markets with which product?
  • How can we streamline processes?
  • How easy is it to navigate and find the information one needs?
  • Does the information offer added value for our target audiences?


This blog entry shows how many different aspects influence the answer to the question of a brand’s possible repositioning. In the beginning it was discussed whether we should throw out the DrKPI brand (at that time still written that way, today as drkpi®) altogether, or make further use of it. We decided to keep this brand for several reasons:

  • The name has a positive connotation.
  • Every firm wants to find and use actionable Key Performance Indicators (KPIs).
  • We own the .com domain, i.e.
  • Thanks to the short name, the domain name is easier for most users to remember (i.e. only 5 letters).

But how we want to position our products today has changed a lot over the last 5 years. Only after the questions asked in the above had been answered reasonably well, did we approach the more classic questions of graphics, CD design, and communications, etc. For the customer, the packaging of the brand is less important than the content, for example:

  • innovative and competitive products,
  • quality for a fair price, and
  • excellent customer service.

If the company masters these 3 things successfully, the packaging is just the icing on the cake.


What we would like to hear about is what your experiences are:

  • How did you solve the challenges discussed above?
  • Have you ever had to change a logo or the corporate image and / or the website of the company?
  • Did all go according to plan with your rebranding exercise? What went great and what was not that great?
  • To what extent has such work in the are of branded triggered changes in internal processes and changed product offerings for your company?

We look forward reading your comment below. Thanks for sharing.