Podcast: Roger Rankel – “This is how brands remain relevant”

“What do you stand for? What is your thing?” Those who have no clear label as a company or service provider disappear in the crowd, says marketing expert Roger Rankel in the podcast interview. “When I say: ‘I know a painter. He has great colors.’ None of the stool does that, “explains Rankel using an example. “But I know a painter who has a cleanliness guarantee. So if a blob remains, the bill is obsolete. It stays in the head, creates word of mouth and creates confidence,” he says. Such narratives make the difference today – but they also have to be customer -centered (“customer”) and simply communicable.

Clearly positioning is one, the other is visible. Rankel recommends knowing the target group exactly and specifically finding where it is – actually clear. “In reality, however, this often lacks the company,” says the Municher, who has been traveling as an expert and keynote speaker for 25 years. Creativity is required. Even small details such as a video message to confirm the appointment or a funny postcard can generate enthusiasm and ensure the brand. But visibility only works if it is linked with real differentiation and a clearly recognizable benefit. There is currently still a lot of unit porridge on the offer of the companies.

Exceed customer expectations

Customers would long for themselves. “Anyone who exceeds expectations creates loyalty,” he says. Whether a call to the “relationship birthday” or creative packaging – such gestures make the difference and create positive recommendations. In essence, it is about not only satisfying customers, but also to amazing and achieving sustainable wow effects.

One of the most important “to-dos” for companies is currently the “via negativa”. “Most of the time there are always new things, new products, new offers, new customers. But it would be important to leave everything away that no longer works,” says Rankel. “Let’s throw the ballast off.” Focus on the offer sharpens, makes it clear and more successful. Motor: Google with its simple homepage or brands such as Apple and Motel One, which put uncompromisingly on the essentials.

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