Greenkern Group
FRESH THINKING FOR YOUR BRAND
In today's environment of empowered consumers and an ever fragmented media landscape, brands must find new ways to become relevant and sexy. Branding should not be reduced to the campaign level. We help companies create substance that differentiates based on fresh innovative thinking. We call this: innovation-driven branding.
A BRAND'S NEW WORLD HAS EMERGED
In the last few years, brands have experienced a significant change. Though it's still the company that manages and shapes the brand, it's more and more the people, the consumers, its friends and fans who influence the brand perception through the experiences they share and they stories they tell about it.
Through social media, communication channels have gone off. In this million channel world, consumers become co-creators of value. Companies must draw them on their side and engage them in the conversation.
Brands only have a role if they can make the conversation more interesting. The brands with the best stories win. Or to be more precise: Brands whose customers tell the best stories win.
In this million arena world, content is king and relevance imperative. Future-oriented branding must go beyond commercial messages and touch people on a more personal level.
Brands need to enable them, engage them, solve their problems, deliver value, improve their lives. And learn to listen what truly moves.
Greenkern can help you building the bridges. Between yesterday and tomorrow. Between your brand and its community. We help you successfully make the step from old-style target group thinking to innovative interest group marketing.
Who We Are
Greenkern is an international think tank focussing on brand innovation and a new understanding of branding.
We are dedicated to reveal valuable consumer insights and turn them into profitable ideas. Thus, we are an inspiring partner for companies who want to base their brand success on customer-centric innovation.
Our mission is to help brands make a difference in today's world. Our aim: transforming brands to a higher level.
We help to optimize the tangible side of the brand (its 'one' face to the customer), but also its substantial core (the fundamental idea of the brand, its basic value propositions).
What We Do
INSIGHT RESEARCH
Insights are the basis of all “making things new”The world is full of hidden insights. For brands it is important to find them and turn them into profitable learnings. Thus, today it is inevitable to listen to the customer's voice. Who knows what is being talked about oneself is able to react – and act.
A place that proves perfect for the search is the World Wide Web. Online brand monitoring has become an integral part of modern insight research. Our exclusive tool, Opinion Mining, allows to listen deeply – in blogs, forums, news feeds and so on – to filter tomorrow's business opportunities out of the talk of today.
With the help of Semantic Profiling we are able to enter the subconscious mind of your customers and uncover what is really relevant to them, while our team of mystery shoppers is gathering insights from touchpoints at the point of sale.
TREND RESEARCH
Trend by trend into a thriving futureThere are trends popping up all the time. Influencing and shaping the way we live.
For a brand it is important to distinguish between something that's there today but gone tomorrow and what is about to hit. Being bold and starting to affect consumer's behavior.
Trends are indicating wide spread change. Knowing them – and knowing which of them are relevant for your brand's added value – is key for future success (and even survival). It's about knowing the needs of consumers today to make them your customers tomorrow.
At Greenkern we are tracking trends as they spread across the globe. We are analyzing latest research results, scan global media talk on future topics and are in close contact to those who really drive the changes – the consumers. Combining all sources we can provide our clients with a „package of preparedness“ for future developments in their markets.
INNOVATION DEVELOPMENT
Don't imitate, innovate!Strategy is simple. Just do the right things at the right time with the right tools – and you will be successful. Simple, isn't it? It's not, of course. That's why an army of consultants and coaches earn billions of dollars, euros and yen by supporting managers in questions of strategy and 'doing the right things'.
So, what is different in our approach? Well, nothing. Just that there is no ‚approach'. Not THE approach. Not just the ONE religion. It's not that we don't care about methods and tools. No, we love and embrace them. But it's the issue, the challenge, the task that dictates the way we solve things, and not the tools.
As every brand is unique – or should be – we treat it in the very unique way it deserves. That's our promise to you. And our guarantee for your success.
BRAND STORY
INNOVATION DEVELOPMENT
Every brand has a Great story to tellStorytelling is an important communication tool that allows brands to create immediate connections with their audiences. Wrapping the idea of the brand, its values and core messages in engaging stories, brands get the power to inspire, win over and motivate people to act.
A great brand story can make a difference in the market. It sets your brand apart from competitors as it defines the elementary driving forces of your business – the motivations behind your brand promise, your identity and your products.
An exciting brand story directly affects your brand image and identity. Greenkern can help you develop this story in an entertaining, compelling, inventive and memorable way – and to write it further in the new chapters to come.
BRAND STAGING
from transmedia to real life – and back
INNOVATION DEVELOPMENT
Facing a highly skilled, digital literate group of consumers, shouting the message in their ears is no longer cool.
If you do 'campaigning', your campaign should allow to integrate the consumer in various ways. And it's not done with just uploading pictures or adding smileys. No, light the fire – and learn to let go. Initiate the conversation, feed it with news and the unexpected, and offer spaces and tools to let them do the rest for you.
We are constantly working on new approaches to address the billions of audiences. The latte macchiato drinkers. The Head & Shoulders users. The nerds living next to bus-stops and railway stations. We constantly monitor what drives people and in what ways they engage with media and the channels they use. This opens up a whole new perspective on channel seeding and communication intelligence.
But as in most cases the touchpoints between the consumers and your brand are not solely digital, we do also classic campaign planning (shouting the message in their ears, hey!), develop creative briefs for creative agencies, and help to stage your brand even in 3D environments, so it finally gets whole.
BRAND MANAGEMENT
managing the brand perception over timeWhile branding – simply said – focuses on building up associations in the mind of the brand's audience, brand management provides the strategic framework to systematically manage those customer-centric processes. It aims at gathering intelligence, allocating resources and consistently delivering the brand promise over time – at each touchpoint with the consumer.
A research-oriented brand message management helps to filter perception deficits and allows to define the messages that are purposeful to counter-steer and build up a holistic brand image.
Greenkern helps you to achieve the desired brand perception and to coordinate all your brand related processes. We support you to sharpen your brand image and to set up the perfect interface between your brand, your products and your customers.
STEERING SUPPORT
translating strategy into actionBrands need guidance. We support companies in the development of an integrated concept for the strategic and operational steering of their brand(s). We help develop and implement adequate tools for all important steps of the brand's roadmap and support managements in optimizing existing structures.
We understand ourselves as bridge-builders: between brand and consumer, between strategy and implementation, between people of different departments. Our strength is to manage the transfer from strategy to the executive level and to make departments support the brand's success.
This includes the implementation and training of the brand as well as its cautious adjustment for different markets. We further offer a professional audit for all marketing, brand and communication related topics to ensure a maximum impact of all measures to be taken.
CONTENT DEVELOPMENT
being useful is the new way of communicationNot long ago, communication was just a tool to promote a brand and its products. It was a part of the brand, reflecting the brand, but often a separate part with no use itself.
Today, communication itself needs to be a product with an own value that can be consumed. Because people have started to expect more from communication than communication (e.g. entertainment, infotainment, salestainment). They expect value. Value that comes from content. Useful content.
Instead of attacking people with unidirectional advertising, Greenkern initiates the dialogue between your brand and its audiences. We help to identify and define relevant topics for your brand and develop innovative tools to approach your audiences – online, offline and everywhere in between.
KEYNOTES
ambassadors of the new matrixAt Greenkern, we're convinced that brands need to go new ways to succeed in today's user-driven communication landscape. And we love to talk about and promote these ways as well.
With over twenty years of experience in the world of branding, Sven John is a talented keynote speaker who lectures about a future-oriented brand management within the communication paradigm shift. Sven is an ardent advocate of a new thinking in brand strategy and innovation.
His vast expertise in strategic and creative business consultancy extends across automotive, banking, perfume, food, electronics, politics, e-business and logistics.
You can book him via keynotes@greenkern.com
or +49 30 802020-190.
Contact
GREENKERN GROUP - BERLIN
Greenkern Group GmbH & Co. KG
Geschäftsführer: Daniel Simon
Mehringdamm 55
10961 Berlin, Germany
Tel +49-30-802020-190
Fax +49-30-802020-199
Sitz der Gesellschaft
Amts-/Registergericht Charlottenburg
HRA 40981 B / USTIDNR. DE262426740
Persönlich haftender Gesellschafter
GREENKERN International GMBH, Sitz Berlin
Register Charlottenburg HRB 111811 B
GREENKERN GROUP - BEIJING
Greenkern Group GmbH & Co. KG
Geschäftsführer: Daniel Simon
Chaowai Soho, Tower A, 1901
6B Chaowai street, Chaoyang District
100020 Beijing, China
Tel +86-10-59003100 Ext.-106
Fax +86-10-59003200
Sitz der Gesellschaft
Amts-/Registergericht Charlottenburg
HRA 40981 B / USTIDNR. DE262426740
Persönlich haftender Gesellschafter
GREENKERN International GMBH, Sitz Berlin
Register Charlottenburg HRB 111811 B