Push or Pull?
It is a six of one and half a dozen
of the other
Advertising at best is a delicate, unobtrusive temptation, and it can very well be achieved with the sledgehammer. In either case, people are to be drawn into the spell of the brand for generations to come.
On the client’s side, sales and marketing face one another unforgivingly. Short term turnover or long termd brand value?
What does time call for?
In our fearful time of upheaval and thus concomitant of disorientation, Milka contributes to calmness with “in the Heart Tender”. A rediscovery of Milka’s brand value Milka owes to Wieden+Kennedy.
Misaligned online CRM gets in the way
With the event of new technologies and DIY automation, many brands send their users of on a manhunt and have them chase one another online. Milka’s online mood barometer even resists their very own brand core value, that of being in the heart tender. Brand’s customer relationship management often fail to align with core values when it comes to online.