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Lanz L: Marketing Mindset in Motion

Marketing Mindset in Motion

Inspired by Hospitality

Why do some brands feel instantly right while others are ignored, even when the product is better?

People do not buy consciously. They respond to cues, fast emotional responses, learned habits, social signals and invisible reference points present in the moment of choice. This is why there is no average consumer.

These responses are not random. They are shaped over time by biology and lived experience, which determine what feels safe, familiar, risky or worth choosing before logic ever gets involved, drawing from behavioural science, neuroscience and psychology.

Once you understand this, marketing stops being about saying more and becomes about triggering the right thing. Founders can rethink positioning, messaging and strategy by focusing on what actually moves a person to choose one brand over another.

How to Use Psychology to Build Brand Positioning That Converts

Why Customers Choose

The Complete Guide to Crafting Brand Strategy, Positioning &amp; Loyalty for Business Growth. A practical playbook that empowers entrepreneurs and managers to turn brand vision into measurable market success.
Learn how strong brands stand out through strategy and positioning
Understand the science behind building brands with lasting impact
Craft and communicate a unique value proposition
Use practical tools to strengthen your brand across all touchpoints



Create a Brand That Leads, Not Just Competes!

In an overcrowded marketplace filled with countless products and ever-expanding brand options, standing out is no longer optional-it's essential. Before your product even gets a chance to prove itself, your brand identity is already doing the talking. Brand Management Essentials You Always Wanted to Know is your practical guide to building a brand that not only captures attention but earns trust and drives lasting impact.

Structured in eight concise chapters, the book walks you through the full brand lifecycle-from purpose and audience insight to positioning, experience design, and performance management. Grounded in real-world applications, each chapter blends clarity with action: data-lite frameworks, illustrative case examples, and modular templates support focused planning and informed execution. From technology and retail to B2B services, the tools are designed to fit your sector and your schedule.


What You'll Learn:
Practical tools for audience segmentation and persona building that guide decisions.
Ways to craft a compelling value proposition and express it consistently across every customer touchpoint.
An agile approach for monitoring brand health and refining messages or offerings as markets shift.



If you're preparing for a campaign, aligning teams, or evolving your brand without a full rebrand, Brand Management Essentials equips you to lead with focus, act with confidence, and build a brand that stands the test of time.

The Complete Guide to Crafting Brand Strategy, Positioning & Loyalty for Business Growth

Brand Management Essentials You Always Wanted to Know

Management for Professionals

Customer management has taken on entirely new forms since digitalization. This brand-new CRM book is dedicated to the latest approaches that dominate sales, marketing, and service in this era of digitalization. Topics include Omni-Channel or mobile CRM concepts, Big Data and social media tools, new customer experience or loyalty approaches, and Artificial Intelligence, etc. 


In this forward-looking, practice-oriented, and conceptually sound customer relationship management book, readers will learn about future developments in customer management using digital CRM (dCRM), product, and service optimization. The book also focuses on sales management and the improvement of sales performance through radical customer orientation. The chapters are written by, and for, academic, consulting, and company experts who appreciate a theoretical and practical approach to the topic.

Design and Use of Digital Customer Interface in Marketing, Sales and Service

CRM Goes Digital

This textbook provides a practical approach to brand leadership, tailored for master’s students in business schools, executive education participants, and brand management professionals. Built around the proprietary framework – The Brand Management Clock Face – the book is structured into twelve chapters that systematically address key management challenges across a brand’s lifecycle. The content combines well-established academic concepts with years of hands-on brand management experience. It bridges the strategic clarity of German brand identity models with the action-oriented mindset of American and French brand leadership.This textbook has been recommended and developed for university courses in Germany, Austria and Switzerland.Content<ul><li>Brand Strategy: Brand Basics &amp; Scope, Purpose &amp; Strategy, Brand Positioning &amp; Architecture, Brand Character &amp; Identity</li><li>Brand Implementation: Naming, Trademarks, Branding &amp; Design, Brand Governance &amp; Steering, Brand Communication &amp; Activation</li><li>Brand Evaluation: Brand Monitoring &amp; Tracking, Brand Equity &amp; Valuation, Brand Transformation &amp; Migration</li><li>Brand Management Case Studies: Brand Strategy – Transforming LEDVANCE, Brand Implementation – Creating Keyture, Brand Evaluation – Holistic Brand Relaunch for a Future-Proof Swiss Post</li></ul>The Author Prof. Dr. Oliver Vogler
 teaches brand management at the ISM International School of Management in Munich, where he was a full faculty member until summer 2025 and now serves as an honorary professor. He has held international senior management positions in general management, corporate strategy, brand leadership, and marketing for more than a decade. From 2015 to 2022, he led the global brand introduction of the “$2 billion startup” LEDVANCE. Recently, he became Chief Purchasing and Marketing Officer for Rexel in Germany.

Brand Strategy, Brand Implementation, and Brand Evaluation

Brand Management

nuggets

Florian Schlüter

Irene E. Rath

Zukunft des industriellen Dienstleistungsmanagements

BestMasters

How can immersive virtual environments reshape the way Generation Z shops?Discover how virtual stores in the metaverse could revolutionize shopping for Gen Z. This study investigates the customer experience in virtual stores, its sensory, emotional, cognitive, social and immersive dimensions and their influence on Gen Z's behavioral intention to use virtual stores as a new shopping channel in the future. Drawing on a comprehensive analysis of 95 virtual stores and survey data from over 300 online shoppers, the findings reveal unexpected consumer patterns: introverts, individuals with no VR experience, and non-gamers exhibit a notably high openness toward virtual shopping environments. The study further identifies Gen Z's preference for virtual stores that seamlessly integrate the strengths of both physical and e-commerce shopping. This book offers a data-driven roadmap for designing engaging, future-ready virtual shopping experiences that resonate with the next generation of digital consumers. Dive into the future of immersive online shopping and learn how to engage and retain the next generation of consumers. About the Author Milena Hake holds a Master of Science (M.Sc.) in E-Commerce from Hochschule Niederrhein University of Applied Sciences in Krefeld, Germany, and a Bachelor of Arts (B.A.) in Business Administration with a focus on International Retail Management and Logistics. She works as a Junior Business Development Manager at a globally operating luxury fashion brand.

An Empirical Analysis of Customer Experience and Gen Z’s Intention to Use Virtual Stores

Shopping in Virtual Stores

Die Kundenzentrierung ist heute der entscheidende Erfolgsfaktor für Unternehmen. Denn neben Preisstrategie und Leistungsangebot ist sie das zentrale Differenzierungsmerkmal, um sich nachhaltig vom Wettbewerb abzuheben und Kunden in Erinnerung zu bleiben. Mit dem CX/CRM Growth Wheel haben die Leser ein Modell an der Hand, das sie dabei unterstützt, die Bedürfnisse und Erwartungen ihrer Zielgruppen systematisch zu identifizieren und wirksam zu erfüllen. Als Lerninstrument und Self-Assessment-Tool bietet es Verantwortlichen eine Orientierung für eine erfolgreiche CX- und CRM-Transformation durch anerkannte Studien und Fakten in jeder Entwicklungsstufe.
In acht Fachbereichen vermittelt das Modell fundiertes Grundlagen-wissen und erprobtes Praxis-Know-how - genau das, was es braucht, um erfolgreiche Veränderungsprozesse im Unternehmen anzustoßen und konsequent umzusetzen. Der hohe Praxisbezug wird durch vier aufeinander aufbauende Aktionsstufen sichergestellt:
¿ Einsteiger: Wissensaufbau für Entscheidungsfindung &amp; Identifikation von Aktionspotenzial im Unternehmen
¿ Impulsgeber: Bereitschaft für Veränderungsprozesse schaffen und diese als Piloten initialisieren
¿ Wegweiser: Umsatzrelevante Ergebnisse definieren, erzielen und gemeinschaftlich nachverfolgen
¿ Transformierer: Langfristige Effekte durch Erneuerung erzielen und ganzheitliche Veränderungen bewirken

Customer Experience (CX) und Customer Relationship Management (CRM) praktisch anwenden

Business success strategies for a rapidly changing world

Futureshift

Neurobranding: The Brain-Based Method to Make Your Brand Unforgettable
By Rande Vick

Sadly, most brands are forgettable. 
The world is crowded and every category is noisy, and it turns out that the real bottleneck isn't visibility, it's memory. 
Your customers are not running spreadsheets in their heads; they're moving on emotion, habit, and fast subconscious shortcuts. If your brand isn't built for that reality, it quietly disappears.

Neurobranding is a practical operating system for building a brand that people can't shake - grounded in neuroscience, psychology, and decades of real-world strategy work with founder-led companies, legacy brands, and creative businesses.

Instead of chasing the latest trend, this book shows you how to work with the brain, not against it. 

Inside, you'll find:A clear breakdown of how memory, emotion, and identity actually work in the brain-and what that means for your brand.
The four core pillars of Neurobranding that turn "brand" from a visual exercise into psychological architecture.
A step-by-step framework for writing a Strategy Statement that explains why your brand exists and why alternatives feel insufficient.
A full chapter on story and neural coupling-how to move from "brand story" as fluff to story as a precise tool for attention, trust, and action.
A field-tested execution playbook for turning strategy into daily behavior across touchpoints, not just slides and slogans.
A future-facing look at AI, spatial computing, personalization, and trust in the age of deepfakes-and how brands can stay human and differentiated when everything is optimized to sound the same.



Neurobranding is written for:Founder-led and small to mid-sized businesses who are tired of "branding theater" that doesn't move the needle.
CMOs and brand leaders who want to upgrade their strategy with brain science without drowning in jargon.
Creators, consultants, and agencies who know their work is strong but struggle to make it stick in people's minds.



This is not a book about hacks or manipulative tricks. It's a book about building brands that respect how humans actually think, feel, and decide and earning a lasting place in that inner landscape.

If you're done blending in and ready to build a brand people would genuinely miss if it disappeared, this is your field guide.

The Brain Based Method to Make Your Brand Unforgettable

Neurobranding

Transform your organization with a customer-centric culture that drives customer loyalty and long-term growth. Discover a powerful and practical framework to align your business with customer needs and enhance positive experiences and achieve sustainable success for all stakeholders. 
In today's competitive business landscape, customer centricity is the key differentiator for successful organizations. While many businesses acknowledge the significance of customer service and customer experience, few truly embed a customer-centric culture that fosters loyalty and long-term growth. This book delves into why industry leaders like Amazon and IBM consistently excel in delivering exceptional customer experiences and how your organization can replicate their success.
You will uncover a robust, adaptable framework that empowers organizations to cultivate a customer-centric model from within. This approach emphasizes the importance of focusing on the right customer, rather than merely pushing products. By understanding the critical distinctions between product-centric and customer-centric business models, you will appreciate why this shift is essential for sustainable success. 
The framework guides you in addressing external drivers-political, economic, social, and technological factors that influence customer expectations and market dynamics. Internally, it encourages you to enhance your organization's capabilities across strategic intent, leadership, culture, systems, and innovation, ensuring alignment in serving the customer effectively. 
When these internal drivers are cohesively integrated, your organization can consistently deliver exceptional customer experiences that translate into measurable success for customers, your business, and all stakeholders involved. This book equips you with the insights, tools, and structure necessary to foster a customer-centric culture that yields lasting results, positioning your organization for sustained growth and success in an ever-evolving marketplace.

The Roadmap for Exceptional Service and Unforgettable Experiences

Customer Centricity Strategy

Make Your Brand Demand A Search Party

Brand String Theory

Marketing Mindset in Motion

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