Press Release The Evergreen Playbook Releases Episode 004: Processual Brand Thinking: A Brand Management Process
Featuring Michael Reinicke, Freelance Strategist
The Evergreen Playbook Releases Episode 004: "Processual Brand Thinking: A Brand Management Process" with Michael Reinicke, Freelance Strategist
Michael Reinicke on processual brand thinking, an annual brand process, the full marketing mix and incremental value.
Kornwestheim, Germany · Jul 2024. The Evergreen Playbook, the marketing and strategy podcast hosted by David Göz, today released a new episode on brand management, marketing strategy, marketing mix.
The Evergreen Playbook has published Episode 004: "Processual Brand Thinking: A Brand Management Process", featuring Michael Reinicke, Freelance Strategist in a conversation about Brand Management, Marketing Strategy, Marketing Mix.
Michael Reinicke makes the case for a repeatable brand-management process that connects insight, strategy, implementation and learning.
Michael Reinicke on processual brand thinking, an annual brand process, the full marketing mix and incremental value.
Formerly Head of Strategy at KNSK and Managing Director of Die Neue Vernunft, Michael is on a mission to introduce processual brand thinking to the industry.
Michael Reinicke and David Göz discuss processual brand thinking: brand management as an ongoing sequence of analysis, strategy, tactics and implementation.
They cover market data, the full marketing mix, incremental value and the need to document decisions so brand knowledge does not leave with an individual manager.
"You can't manage a brand if you're treating it like a document."
Key topics covered in this episode:
- Brand management is an ongoing process, not a series of projects: Stop launching campaigns and hoping. Build a repeatable system: analyse, strategise, execute, track,…
- The four pillars of brand process: analysis, strategy, tactics, implementation: 1) Analyse market, customer, competition, culture. 2) Set targeting, positioning, design, architectu…
- Measure incremental value, not campaign ROI: ROI calculations break down when you cannot isolate what drove the outcome. Instead, ask: what value…
- Document decisions to preserve institutional knowledge: When a CMO leaves, the knowledge of why decisions were made leaves too. Documenting the reasoning, t…
Availability
Processual Brand Thinking: A Brand Management Process is available now on:
About The Evergreen Playbook
The Evergreen Playbook is a marketing and strategy podcast for founders, marketers and business leaders in SMEs and startups. Each episode is built around one evergreen idea, a timeless principle behind lasting brand and business growth, and the expert who can explain why it matters. The show publishes video on YouTube and audio on Spotify and Apple Podcasts. The site currently lists 11 published episodes.
About David Göz
David Göz is a marketing strategist, consultant and the founder of Hexagram Creative, based in Kornwestheim, Germany. Through The Evergreen Playbook, he interviews experts in brand science, simplicity in marketing, B2B strategy, community marketing, storytelling, agency economics and small-brand growth. He is available for consulting, keynote speaking and panel moderation.
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For additional information, interviews or review copies, contact [email protected].