<abstract xmlns="http://www.w3.org/1999/xhtml">

<p>“In our increasingly digital world, more than ever before, brands must be open to a dialogue with their consumers,” Martin Wulle states in our interview. But in the journey into a digital age, brand promise may not fall by the wayside. The digital transformation is bringing many changes for Beiersdorf. Nevertheless, nothing must disturb the core of the many successful brands, particularly the flagship Nivea.  It is very important to Beiersdorf that brand values are accurately translated into a digital format and not simply replaced by digital hyperactivity.</p>
</abstract>

“In our increasingly digital world, more than ever before, brands must be open to a dialogue with their consumers,” Martin Wulle states in our interview. But in the journey into a digital age, brand promise may not fall by the wayside. The digital transformation is bringing many changes for Beiersdorf. Nevertheless, nothing must disturb the core of the many successful brands, particularly the flagship Nivea.  It is very important to Beiersdorf that brand values are accurately translated into a digital format and not simply replaced by digital hyperactivity.

Nivea and More: Digital Value Added Instead of Buzzword Bingo

NIM Marketing Intelligence Review

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

{"article-title":"Nivea and More: Digital Value Added Instead of Buzzword Bingo"}

“In our increasingly digital world, more than ever before, brands must be open to a dialogue with their consumers,” Martin Wulle states in our interview. But...

Nivea and More: Digital Value Added Instead of Buzzword Bingo

Published Online: Apr 27, 2017

Page range: 58 - 62

DOI: https://doi.org/10.1515/gfkmir-2017-0010

Keywords
Digital Marketing, Social Media, E-Commerce, Branding, Nivea

© 2017

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Nivea and More: Digital Value Added Instead of Buzzword Bingo

Published Online: Apr 27, 2017

Page range: 58 - 62

DOI: https://doi.org/10.1515/gfkmir-2017-0010

KeywordsDigital Marketing, Social Media, E-Commerce, Branding, Nivea

© 2017

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Keywords
Digital Marketing, Social Media, E-Commerce, Branding, Nivea