Even today, humans still want to return to their cave at the end of the day and talk about their achievements and discoveries by the fireplace – i.e. in society – online and offline. They want to find brands they can identify with and that allow them to distinguish themselves from their fellows. Therefore, Gloria Mundi helps you to position your brand in a way that gives it the potential to be spoken about around the campfire.
Brands always need to get into the consumer’s head – be it buyer, voter or patient. They need to be pegged down in the brain with respect to their target group, impressing strongly on the customer’s memory. Brands are not only supposed to fulfil wishes but also spark new ones. Only then have trust and reputation been built up.
A brand that is easy to understand, fits your company, distinguishes itself clearly from competitors and stays consistent is powerful. This works especially well when the brand positioning is created alongside the offer itself – regardless of that offer being a product, service, business idea, expert or politician. Even retroactive positioning is possible. After all, brands can be successfully repositioned in the context of brand management, during crisis situations or changes in demand. Our status, image, consumer and market analyses offer the basis for the distinctive and creative, ever credible repositioning of your brand both content wise and visually.
The visual identity of a brand is made vivid and recognisable through logo, colour concept, form, typography and visual language. Those key elements for a strong brand positioning create identity and differentiation. Target-group sensitive corporate design does not only allow your product, your brand, and your company to credibly set itself apart from the competition but also to position the unique essence of your brand in the target group’s minds. Brand design by Gloria Mundi splendidly anchors your company in your target group.
Make your target group your most credible brand ambassador that passes on the story of your brand. Storytelling is more understandable, meaningful and memorable than traditional image texts. The narration of the development of your company, its products and the makers behind it conveys brand traditions and values. This ideational superstructure is what makes an offer a brand today.
Be it purchase, acquisition, a visit to the doctor or a federal state election – consumers always talk about their consumption and B2B decision makers always talk about the benefits and values created by their investment decisions: today, however, not just in analogue conversations but also in social media, specialised portals, consumer blogs and reviewer forums. We offer them positive content for their urge to communicate. Gloria Mundi defines your authentic corporate wording. Through deep research, analyses, and interviews we compile your valuable story and integrate the arguments of your brand positioning.
And the brand’s story is continued. Successes in development, new offers, company news, technological innovations, industry specific specialist knowledge, entrepreneurial expertise – Gloria Mundi uses all of these to create brand messages: credible, creative, on point.
In a fast-paced world, we are flooded with tons of information every day. How can you still reach your target group in the fight for their limited attention? Chronotargeting by Gloria Mundi starts with the selective moments in which your dialogue group really is receptive. Through profiling we sensitively determine time, place and channels for placing your message. And on these, you can concentrate your budget for marketing and communication. Everything else misses the mark.
The press is one of the most credible and also one of the cheapest channels for brand communication. Media – television and radio formats, daily papers, specialist magazines, and popular magazines – diverge not only in their potential to convey extensive and complex messages. Their editors and ultimate consumers want to be approached in completely different ways. Sensitively Gloria Mundi makes the difference here, whether with a conventional press conference, a targeted exclusive story or a press journey in medias res.
What costs nothing also has no value? How can proprietary media (corporate publishing) such as in-house newspapers, annual reports and customer magazines come into consciousness rather than flung into the wastepaper bin? Gloria Mundi aligns presentation, content and channel (digital, printed, film) consistently to the needs and media consumption habits of your target audience. We analyze these precisely and fulfill them with sense. From message composition and production, to distribution.Good in-house media are highly suitable for conveying brand positioning, story and messages. They make it possible to experience corporate design and identity, and consolidate both with each new edition. They can show personalities and give your brand personality. Complex content can be described with sufficient space, which journalism sometimes lacks.
Journalistic quality is the benchmark. To be sure, no journalist has to be convinced of a newsworthy message (editorial hurdle), but at the last the viewer or reader. Gloria Mundi has a sense of timeliness and relevance of your messages. We have, at the same time, the sensitivity of what is how, when and where of interest to your dialog group.
Whoever has a profile on the net today is a publicist (user generated content) with a large circulation: This number being made up of followers, friends and friends of friends. Bloggers are a new form of journalism, with their own interests and needs. To this end, Gloria Mundi is sensitive. With long, constantly updated experience, we make special offers. Thus, for example, we bring you along with your multipliers at blogger events. Unlike weekly or daily media network portals are permanently "on line" and constantly need new content. We enjoy using this hunger for you.
Does Myspace still exist? Is Google+ or Pinterest better? How do I link this and that to my website, microsite and app? Does PR work on Instragram? The variety grows and vanishes daily. Gloria Mundi keeps track for you. Especially when there is something written about you. No matter when, no matter where: Everyone communicates in Web 2.0. Criticism is practiced without rules and with an avalanche effect (online outcry). Do I have legal options? Should an incident endangered company avoid social networks, or use them a fortiori? After a thorough analysis, we offer you individual answers as to how you can benefit safely from the unique dialog options on the Internet.
We all know: A modern web site is a must-have for companies and their brands; it has been required not just as a digital business card but as an instrument for marketing and dialogue for quite some time now. To your destination in just two klicks: We develop digital strategies to allow your target groups to smoothly find what they are interested in. For this purpose, we steer web design, usability and programming along clearly analysed user function lines. Our specialists devise and programme mobile applications for smartphones and tablets. Social media concepts are integrated in existing digital communication strategies.
- Web conception
- Web design
- Corporate websites
- Landing pages
- Microsites
- 3d-animations
- Web-based applications (service apps, web apps, native apps)
Events where you can directly reach out to your audience (live communication) have unique advantages: You can introduce yourself and your brand at your convenience, engage in dialog and obtain a one-to-one genuine insight into your customers. No media transmission is necessary. But how do you win the battle for scarce free dates in the calendars of the decision makers and buyers? How do you avoid having the event perceived as a promotional event?
For years, Gloria Mundi years has been bringing people together at events without guests perceiving an immediate advertising character. Our understanding of your target group‘s needs can develop credible slogans and thematic appeal. The key is often to allow borderline experience to lead people to unfamiliar places, into new situations beyond everyday life. Whoever is there and meets you and your brand will have a poly-sensory experience with a long-lasting, subconscious effect. And you have no dispersion loss, since you can reach everyone who is visiting – including very good possibilities of immediate success control.
Some brand messages must be communicated very sensitively. How can you discuss the seemingly unspeakable? Unattractive topics such as illness, old-age provision or prevention are not attractive, and sometimes even trigger jerk reactions. The attention paid to it is nevertheless immediately displaced by content that is fun and attractive. How does an objection succeed in making a product known and with strong sales, which is also positioned as a secret tip and should remain so? How are large companies with very diverse business portfolios explainable? How can they be perceived, after all, as an integrated, understandable entity?
With Gloria Mundi, we have a passion for difficult messages that can only be communicated obliquely, whose complexity one must get to grips with artfully, but simply, before audiences can understand them. Our strength lies in the ingenious approaches and the astute key concepts that intertwine many communication lines into a powerful strand. Everything aims to concentrate your message in time and space, namely in the quick consciousness of your recipients.
If your brand alters, because the company is in a crisis or changing situation, brand messages have exceptional importance. Mergers, acquisitions and changes of ownership are events that all - external (customers, dealers, politics) and internal audiences (workforces, employee representatives, business partners) - have to be explained, no matter how different the attitudes of those involved and affected. From the encounter between two corporate traditions a new culture must be created, which can be pursued. The production and offering change. There is a requirement for many explanations, which must be conveyed understandably and consistently, even when the issues are complex. Gloria Mundi accompanies corporate management at the decision-making level and explains transparently, so that messages renew confidence.
The re- or new positioning of umbrella and sub-brands also offers favorable room for long-since overdue improvements. Gloria Mundi shows revaluation and clarification potential. We develop effective concepts for the consistent design, implementation and enforcement of the renewed brand.
Success Measurement
What success does communication bring? Is it possible to measure its impact? When cost pressures increase, quantitative and qualitative evaluations of the implemented communication activities are required. Because their impact on brand value and added value has to be proven. At the same time, decision-makers face the dilemma of whether funds are now being used for evaluating, or still better for creating and disseminating news.
Naturally, Gloria Mundi evaluates function and performance of all communication measures immediately, so that their full impact is always ensured. Whether messages are actually understood by the recipients and lead to action – i.e. examining whether communication has a cognitive effect - may rapidly require high budgets. Gloria Mundi finds an efficient method mix for your concerns: We offer customized evaluation solutions from classic media observations, resonance analyses and dialog group surveys by market research institutes to balanced scorecard models.
What success does communication bring? Is it possible to measure its impact? When cost pressures increase, quantitative and qualitative evaluations of the implemented communication activities are required. Because their impact on brand value and added value has to be proven. At the same time, decision-makers face the dilemma of whether funds are now being used for evaluating, or still better for creating and disseminating news.
Naturally, Gloria Mundi evaluates function and performance of all communication measures immediately, so that their full impact is always ensured. Whether messages are actually understood by the recipients and lead to action – i.e. examining whether communication has a cognitive affect - may rapidly require high budgets. Gloria Mundi finds an efficient method mix for your concerns: We offer customized evaluation solutions from classic media observations, resonance analyses and dialog group surveys by market research institutes to balanced scorecard models.
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Brand communication in sample projects
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Brand Communication by Gloria Mundi
Your brand is connected to an offer. And this offer should create attention, acceptance, prestige and finally a clear preference and enduring brand trust in your target and dialogue group.
For this purpose, it is mostly channels of mass communication that are available to marketing and advertising. This is necessary too as the majority of both sales-oriented companies and welfare-oriented institutions aim for mass sales and conviction or at least an expansion in sales.
The consumers, however, have changed. They see themselves as individuals, define themselves as individualists that do not want to consume mass brands. They want to differentiate themselves through uniqueness and distinctiveness. They want to discover the extraordinary and use it to differentiate themselves.
The challenge now is to promote mass-oriented brands through mass media to a mass audience that likes to think of itself as individualistic while still remaining credibly individualistic oneself.
A central means for this purpose is the target-group sensitive communication method developed by Gloria Mundi that deploys its full effect in three steps: [1] brand positioning, [2] creating brand messages and [3] bringing brand messages to their target. Sensitive communication content is always created from the perspective of the target group first and only then from that of the brand. This is the only way to make the messages really relevant. This is the only way to win people over in the age of digitalisation that constantly requires dialogue. Subject-driven sensitive communication is ever service-oriented and through this opens the door to the world of the respective brand. No brand needs to hide away, every brand has something to offer – after all, they would not be on the market otherwise. Let yourself be discovered by the individualists, we help you determine how and where your brand is discovered.