m&k issue 11/2014

MARKETING

TITLE STORY Brand management is a matter for the boss - even during rebranding Thurgauer Kantonalbank wanted to differentiate itself and launched a rebranding project. The new appearance of TKB is something to be proud of. URBAN MEDIA Urban Media - the digital face of the city Ursula Stalder, professor at the Lucerne University of Applied Sciences and Arts, is a specialist in outdoor advertising and shaped the field with her research work. ASSOCIATION CONTRIBUTIONS Swiss Marketing Swiss Franchise Association

COMMUNICATION

STATE OF THE ART The not quite serious truth of the siren test Animation company Elefant Studios reveals the secret of the annual siren test. DIGITAL OUT OF HOME More flexible, comprehensive and focused advertising DIGITAL SIGNAGE Screen communication evolves from monologue to dialogue ASSOCIATION CONTRIBUTIONS Promoswiss Swiss advertising

MEDIA

PROFESSIONAL AND SPECIAL MEDIA "Exclusive content should not be accessible for free" Q-AWARD Fritz+Fränzi: with quality, courage and consistency to success MULTICHANNEL Social media communication is hardly ever networked with print EXTERNAL ADVERTISEMENT "The Medium with the GreatestAcceptance" Outdoor advertising is part of our lives. It moves with us. Marketers show how posters and the like work and what the future holds. ASSOCIATION CONTRIBUTIONS SWA

CAREER

EDUCATION OFFERS 2015 News from the education front Next year, several new continuing education programs will follow. The providers Swiss Marketing Institute, Marketingakademie KV Luzern, Institut für Betriebsökonomie and Fachhochschule Nordwestschweiz present a selection. EDUCATION & CAREER How much theory does it take to succeed on the job? "Learning by doing" or "moving by learning"? - Which method is better? This question is not so easy to answer. INQUIRED Putting qualifications at the center Rolf Butz, Managing Director KV Zurich, in an interview

DIGITAL

E-COMMERCE "It's not only the price that counts, but also the convenience". An interview with e-business expert Ralf Wölfle from the FHNW. ONLINE BRANDING Websites to the point E-LOGISTICS Presence on any channel, delivery at any time

HEADLINES

Portrait Meeting Points Hotel of the month Source of supply index Scene

COVER

11/14 Cover photo: clicdesign ag, Bern