By Andreas Bauer, Björn Bloching, Kai Howaldt, Alan Mitchell (auth.)
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Additional resources for Moment of Truth: Redefining the CEO’s Brand Management Agenda
Humanists have a strong sense of right and wrong, and live their lives by their moral values. They reject the materialism of modern society, and unlike Performers, have very little faith that new technologies will solve society’s problems, focusing more on the downsides and dangers of technology than its benefits. Humanists don’t like showiness. They positively reject image-led marketing, are not interested in fashion and are not ambitious careerists. Instead, they look inwards to their own thoughts, feelings and beliefs, preferring to spend time with people who share their attitudes.
But they do not change minute to minute or hour to hour. In many marketing departments, the urgent continually drives out the important: tactical, short-term initiatives and responses dominate marketers’ time and attention; strategic considerations fall by the wayside. An underlying focus on slow-changing values provides the company with an ongoing, steadying strategic perspective. Focusing on values, then, helps marketers build the consistency and momentum that are hallmarks of all great brands.
1 Dr Karl Bergmann and some of his favorite objects Jan, 21, studies business administration at the University of Cologne, where he shares an apartment with two fellow students. At the moment Jan does not have a girlfriend, as he feels too young to be in a serious relationship. He enjoys living life to its fullest, and avoids any kind of commitment. In his spare time he plays soccer, enjoys snowboarding and spends a lot of time playing video games. ’ He thinks of himself as a trendsetter and thrives on impressing others.
Moment of Truth: Redefining the CEO’s Brand Management Agenda by Andreas Bauer, Björn Bloching, Kai Howaldt, Alan Mitchell (auth.)