How does a brand strategy of the future looks like?

Dr. Korbinian Spann
Dr. Korbinian Spann
16. August 2020

In May 2020 I discussed with brand expert Dirk Kartes why customer feedback is crucial for the brand strategy of the future and made a short video about it.

A company can differentiate itself from its competitors through its positioning. The preferences of the customers, which create loyalty, are decisive. These preferences arise from a holistic corporate strategy for the brand.

Insaas makes these preferences visible through the analysis of customer opinions and thus makes the brand strategy measurable. For example, we compare brand values with customer feedback and highlight any deviations. Our approach is dynamic, automatised and takes into account different sources. Overall, customer feedback is condensed to the basic topics and sentiment.

For Dirk, a strong brand is “condensed information about services, quality and values. It creates trust and is an emotion that conveys certain feelings and images. It reduces the risk of making the wrong decision. For the company, the results are new business and high quality leads, interactions, motivation and willingness to invest – among customers, employees and partners. More about this at