brand trans­formation

Dynamic markets, ever changing customer needs and an increasing number of touchpoints push brands to transform internally.

Tailormade Teams

High velocity

Flexibility

Consumer centricity

Empowerment

Approach

ASSESSMENT

We find your agile way: assessment of topics, plans, jobs to be done.

SET-UP

We set up tailor made operating models based on agile and creative routines, customer journeys, roles, backlogs, user stories, KPIs.

COACHING

We train agile collaboration on individual and team level by focusing on trial sprints and doing.

INTEGRATION

We help to identify external agile-savy partners for your teams, support agency tender processes and help to establish sustainable client-agency relationships.

ONGOING SUPPORT

We offer continuous support  e.g. through ongoing maturity assessments, creative sparring or strategy kick-start.

Motivation

  • Dynamic surroundings lead to internal challenges. Brands need to transform internally to meet their customer needs.
  • We transform brand teams by implementing tailor-made agile, people-focused ways of collaboration with internal and external partners to create relevant brand solutions in short time.
  • We accompany brands and their agencies to built result-focused relationships becoming more agile, effective and customer-focused.
  • We help to create a sustainable, inspiring professional environment that empowers internal and external partners.

We all want to leave our mark and contribute. Agile methods free us from the cage of modular expertise and provide us with the opportunity to involve our full potential.

Prof. Dr. Uwe Schnetzer, Professor of Marketing & Strategic Management, CBS International Business School

Agile collaboration models can help to boost strategy implementation and employee empowerment in the same time.

Armin Schlamp, Managing Partner of Blackeight GmbH

Introducing agile in different types of businesses from telecommunications to retail myself, I experienced that specifically in brand management agile collaboration is needed to gain consumer centricity.

Kati Sulin, Managing Director and Board Professional

We cannot brace our backs against the waves in this fluid environment. Rigid systems have to go - that includes the set-up and strategy for communications. Collaborating in a virtual, flexible and agile team is a core strength these days.

Cornelia Kunze, Founder of i-sekai and co-founder of fluid collective

People

Mirjam Jentschke, Founder and Managing Director

» Agile collaboration is boosting customer-centric solutions «

Mirjam is a long-standing expert for transformation in brand management. She has been working for leading international brands – most recently as Global Head of Brand Management for Siemens Home Appliances. She holds a Ph. D. in brand management and has a strong enthusiasm for the interaction between brands, consumers and agencies. Her ambition is to empower brands and agencies by agile and creatives routines to deliver relevant brand solutions in short time. Her work was recognized with the German Brand Award 2020 in gold.  

Mirjam is engaging as mentor, lecturer and author. In her latest book „Die Agentur-Kunde-Beziehung: erfolgreich durch Perspektivwechsel“ she is taking a deeper look on the transformation of client-agency relations in a new, agile world. 

In her private time, she likes to explore new locations and activities with family, friends and her dog, reading many books in parallel and she enjoys cultural events.

Focus: Agile set-up and leadership, Client-agency relations, Agency sourcing, CEJ management, Digital customer experience, International brand management

Favourite agile principle: people over processes

People

Julian Berhang, Agile Brand Expert and Start-up entrepreneur


» As a start-up you need to focus on agile collaboration when it comes to brand communication, so that you don't waste time and stay relevant to your customers.«

Julian is an agile brand expert with more than 15 years of leadership experience in the food sector, consumer goods industry as well as retail and advertising. He is a Diplom-Kaufmann (M.Sc. in Business Administration) and holds a MBA in European Management. Starting as a freelancer with advertising agency Grey, he held several international leadership positions with Bosch Siemens Household Appliances (BSH) and worked as Head of Multichannel Business Development with consumer electronics retailer Media Markt Saturn Retail Group.

In 2018 he founded the food startup Yammbits by applying agile methods such as MVPs, Design Thinking, Rapid Prototyping and Kanban. Julian is SAFe Advanced Scrum Master at scrum.org and specialized in agile coaching of industry and retail enterprises as well as start-ups.

In his leisure time he enjoys running and playing tennis, travelling and Greek cuisine.

Focus: Agile Project Management, Marketing, Digital Innovation Management, Start-up consultancy

Favourite agile value: Transparency

People

Mirjam Jentschke, Founder and Managing director

» Agile collaboration is boosting customer-centric solutions «

Mirjam is a long-standing expert for transformation in brand management. She has been working for leading international brands – most recently as Global Head of Brand Management for Siemens Home Appliances. She holds a Ph. D. in brand management and has a strong enthusiasm for the interaction between brands, consumers and agencies. Her ambition is to empower brands and agencies by agile and creatives routines to deliver relevant brand solutions in short time. Her work was recognized with the German Brand Award 2020 in gold.  

Mirjam is engaging as mentor, lecturer and author. In her latest book „Die Agentur-Kunde-Beziehung: erfolgreich durch Perspektivwechsel“ she is taking a deeper look on the transformation of client-agency relations in a new, agile world. 

In her private time, she likes to explore new locations and activities with family, friends and her dog, reading many books in parallel and she enjoys cultural events.

Focus: Agile set-up and leadership, Client-agency relations, Agency sourcing, CEJ management, Digital customer experience, International brand management

Favourite agile principle: people over processes

Julian Berhang, Agile brand Expert and Start-up entrepreneur

 

» As a start-up you need to focus on agile collaboration when it comes to brand communication, so that you don't waste time and stay relevant to your customers.«

Julian is an agile brand expert with more than 15 years of leadership experience in the food sector, consumer goods industry as well as retail and advertising. He is a Diplom-Kaufmann (M.Sc. in Business Administration) and holds a MBA in European Management. Starting as a freelancer with advertising agency Grey, he held several international leadership positions with Bosch Siemens Household Appliances (BSH) and worked as Head of Multichannel Business Development with consumer electronics retailer Media Markt Saturn Retail Group.

In 2018 he founded the food startup Yammbits by applying agile methods such as MVPs, Design Thinking, Rapid Prototyping and Kanban. Julian is SAFe Advanced Scrum Master at scrum.org and specialized in agile coaching of industry and retail enterprises as well as start-ups.

In his leisure time he enjoys running and playing tennis, traveling and Greek cuisine.

Focus: Agile Project Management, Marketing, Digital Innovation Management, Start-up consultancy

Favourite agile value: transparency

Activities

Agile collaboration can help to improve different areas of brand management  -  discover some best practices.

Initial situation

The customer experience journey is shaped through a high variety of touch-points and activities and requires different internal and external competences. Delivering brand experiences along the journey requires a high pace as demands tend to change quickly and the number of touch-points is rising.

Approach

  • Definition of relevant customer journeys including purchase triggers, customer needs, touchpoints and activities
  • Prioritize activities according customer value and feasibility
  • Define initial user stories, backlog
  • Set up cross functional teams including internal and external resources according backlog
  • Set-up trial sprints, train agile ways of working and asses and adjust continuously

Outcome

Team delivers, improves and prioritizes constantly pull and push communication and customer experience at various touch-points based on insights, in-market testing.

Initial situation

Set-up of global campaigns is often a lengthy internal process as many stakeholders need to be involved. By the time campaigns have been set-up, customer requirements have changed and campaigns become less effective.

Approach

  • Definition of relevant customer journeys including purchase triggers, customer needs, touchpoints and activities
  • Prioritize activities according customer value and feasibility
  • Define initial user stories, backlog
  • Set up cross functional teams including internal and external resources according backlog
  • Set-up trial sprints, train agile ways of working and asses and adjust continuously

Outcome

Global push campaigns incorporating different regional demands set up in a fast and efficient manner, so that all customer demands are addressed at the right point of time

Initial situation

The brand strategy is defined, but implementation and adaptation in the different areas is slow, so that the strategic effects become visible on the market too late.

Approach

  • Set-up tailormade agile cross functional teams
  • Break down user stories for different implementation areas such as design, innovation, communications
  • Train and coach within sprints
  • Revise strategy based on implementation learnings
  • Integration of relevant external resources e.g. creative agencies

Outcome

High speed of implementation of the brand strategy rapid visibility of the new strategic direction on the market, increased relevance of the strategic frameworks

Initial situation

Hybrid work modes combining remote and on-site working have been established in most companies in combination with flexible office concepts. Many employees feel insecurity and are exhausted as a result productivity is declining.

Approach

  • Assessment of the current working methods, the tasks to be completed as well as the required competencies
  • Definition of agile collaboration models with remote and onsite routines as well as office concepts
  • Training and coaching on individual and team level

Outcome

Increased employee empowerment, satisfaction and engagement, resulting in improved quality and speed of work.

Initial situation

Collaboration between companies and their agency partners is subject to new external and internal challenges. Classical, linear agency tendering procedures do not sufficiently take these special features into account.

Approach

  • Support definition of requirements on the part of the company and on the part of potential agency partners
  • Management of the selection process with integration of frameworks for agile collaboration
  • Optional: long-term support for implementation of the operating model, people management, briefing and feedback processes, and crisis management

Outcome

Establishment of sustainable customer-agency relationships based on an agile mindset and agile collaboration models.

Update

Stay up to date on our thoughts and the topics that move us.

The agency-client relationship: successful through change of perspective, 2021

The agency-client relationship: successful through change of perspective, 2021

Read more …

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