After successful editions in Aachen, Hamburg and London, and most recently two virtual editions, the 3D Metrology Conference is now returning to its founding venue, the Melaten Campus.

3D Metrology Conference with industrial exhibition

At 3DMC, up to 200 industrial users and academically renowned experts exchange ideas and shape the innovative and open character of the event. It is also reflected in the program design: A top-class lecture program is paired with an open industry exhibition, special interest sessions and dedicated networking formats. Prof. Ben Hughes and Prof. Robert Schmitt will moderate and shape the event as Chairman and Host.

Presentation of use cases and research results

The conference will focus on measurement technology as an innovation driver in automation and quality assurance. On the one hand, industrial end users will present successful use cases from various sectors, such as automotive engineering, aviation or the energy industry. On the other hand, internationally leading scientists will present advances in metrology itself, which enable new applications. 3D data and machine vision form the DNA of the conference and are complemented by other technologies, e.g. from the fields of digitalization and artificial intelligence.

Various innovations

In 2022, 3DMC will introduce two innovations: For the first time, the industry exhibition will take place in the new machine hall of the WZL, allowing exhibitors to present innovative use cases live and discuss them with the community. The advantages of an exhibition, a production technology laboratory and an expert forum will thus come together in one place. As a further innovation, selected presentations will be supplemented by an associated peer-reviewed article in the open access journal Metrology, which will further strengthen the sustainable scientific excellence of the conference. Event website: https://www.3dmc.events

This article originally appeared on m-q.ch - https://www.m-q.ch/de/3d-metrology-conference-messtechnik-als-innovationstreiber/

The joint white paper "Seizing the Potentials of Ecosystems" by researchers from EBS Universität für Wirtschaft und Recht, FIR at RWTH Aachen University, and the University of St. Gallen presents the core characteristics of business ecosystems based on the latest research findings and best practices. The team derives recommendations for sustainable competitive advantages.

Ecosystems as forms of value creation

Ecosystems represent new forms of value creation across company and industry boundaries. They are emerging in all industries and form the basis for the most valuable companies. Between 2015 and 2021, for example, 23% of all startups rated as "Unicorn" (i.e., valued at more than 1 billion $) had their business model significantly aligned with ecosystem value creation. At the same time, 22 of the S&P (Standard & Poor's.) Top 100 companies operated significantly in ecosystems, representing 40% of the S&P Top 100 market capitalization.^*)

White paper explains nine core properties

Successful companies prove that both customers and companies benefit from ecosystems. The enormous potential for value creation is generating massive interest in this new form of economic activity, but there is often a lack of common understanding of what ecosystems actually are and what they can achieve. An interdisciplinary team of researchers has therefore characterized the nature of ecosystems based on three levels and a total of nine core properties: Ecosystem core

1. Shared purpose and vision
2. Co-creation between stakeholders involved
3. Modular, complementary solutions

Ecosystem Relationships

4. Multilateral relations
5. Autonomous actors
6. Information-based value creation

Ecosystem environment

7. Shared values
8. Common technological infrastructure
9. Network effects

Based on this classification, the research team provides concrete recommendations in the white paper for achieving sustainable competitive advantages in the technological, social and economic environment in ecosystems. Best practices from experienced managers from established industrial companies and digital startups illustrate how the core characteristics of ecosystems are put into practice. The whitepaper is available at seizing-ecosystems.fir.com/white-paper/ available for download free of charge.

This article originally appeared on m-q.ch - https://www.m-q.ch/de/whitepaper-seizing-the-potentials-of-business-ecosystems/

As a partner for input, output, outsourcing and 3D solutions, Faigle has stood for quality, service and innovation for more than 85 years. Over the years, a variety of offers has emerged that has made orientation difficult, both internally and externally. In order to solve this challenge, the brand experts at Jung von Matt Brand Identity first sharpened the positioning together with Faigle: Faigle is a visionary partner who leads companies into the future with tailor-made solutions and the best service. A power brand for the digital world. For this power, the range of services was bundled, the brand architecture was rethought and the number of brands was reduced. To give the brand even more impact, the brand design was also modernized and made more digital.

Complex and alive

The heart of the new appearance is the word mark and the key visual. The new wordmark communicates the accessibility and dynamism of the company with lowercase italic letters. The complexity of the range of services is illustrated by the key visual, which is based on the data flows of a code matrix and is constantly in motion. Together with a vibrant color palette, it becomes a lively design element with a high recognition value. The brand design expresses the brand at all digital and analogue touchpoints and is intended to make the sharpened positioning tangible. In addition to the look & feel for the web and social media, design concepts for corporate fashion, vehicle lettering and stationery have also been created and are currently being implemented.

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Responsible at Faigle: Tanja Arnold (Head of Marketing). Responsible at Jung von Matt Brand Identity: Diana Geissel (strategy and project management) Piera Wolf, Loraine Olalia, Christina Widmann (design).

After 20 years of Swisscom, Sunrise is the new main sponsor for the Swiss ski association Swiss Ski (Werbewoche.ch reported). There is accordingly a lot of expectation and pressure around the new national ski racing dress.

The new design is intended not only to convey speed visually, but also to physically extract the necessary hundredths of a second for Swiss ski athletes.

How does a design make a ski suit faster? In addition to the supplier Descente, a number of experts from design and technology were involved in the joint investigation of this question.

In addition to Swiss ski athletes, ski legend Karl Frehsner was also involved. From the first design to laser-precise fittings and wind tunnel tests, the development process took more than a year - all top-secret.

Documentary reveals creation process

Paving the way from a top-secret process to a documentary series were Toby Stüssi of MySports and Flavio Gerber of Filmgerberei. "There were an incredible number of people and interests involved in the development. We first had to gain the trust of the biggest key players. That paid off: As observers in the most trusted circle, we were able to bring together an overall picture that was not apparent even to the individual involved," says Gerber.

The trust gained allowed director Alun Meyerhans and his crew to closely follow the protagonists up and down the slopes, thus contributing for the first time the due background story to the unveiling of the new ski dress.

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Responsible for Film Tannery: Alun Meyerhans (director), Susanne Bucher (producer), Flavio Gerber (executive producer), Andi Widmer (DOP), Lea Filadoro (edit); Jürgen Kupka (color grading), Jingle Jungle (sound design, mixing). Responsible at Mysports: Toby Stüssi (Executive Producer).

Working from a home office has become a part of everyday life at many companies. Since the term "home office" is used quite inflationarily, however, a clear distinction must be made here, because only very few employees actually have a classic home office: namely, a workstation in their own four walls or at an external location that is not only equipped with the necessary software and hardware by the employer, but also has access restrictions that comply with data protection regulations (e.g., lockable room, sole and exclusive use of components from the employer, etc.). What many workers resorted to in the crisis years of 2020 and 2021 is more like mobile working, which brings many new challenges. It became particularly dangerous when solutions were introduced quickly and not with due diligence, just to keep the business running, even if at the expense of security and data protection. Closing these security gaps will continue to occupy many companies in 2022.

Secure connection of home workstations

The impact that the transition to modern home working has had on operational processes in German companies depends crucially on the business model, the individual requirement profiles of employees and, not least, the company's IT infrastructure. For example, what demands are placed on communication and data exchange? While simple document sharing is sufficient for one person, for example, another employee needs a remote workstation to work on a complex 3D model. Many companies have also had to send more workers to work from home than operational resources were available. "Against this background, we have recorded a significant increase in requests to date, in some cases to enable several hundred workstations to work remotely and to close the existing security gaps. The principle: The user accesses a virtual desktop environment (VDI: Virtual Desktop Infrastructure) of the company with his private work device via a hardware-authenticated terminal session. The private operating system environment and the company application interface are physically completely separate system worlds at all times. No company data can be stored on the private end device, as there is no data access between the private and company environments. This is a simple and effective solution for connecting a large number of home workstations and also ensuring a sufficiently high level of protection for all clients from an economic perspective," says Holger Priebe, Team Leader Microsoft and Virtualization at Netlink. "Accordingly, it is no surprise that VDI, VMware Horizon and collaboration applications such as Office 365 with Teams and Sharepoint currently represent the largest growth areas for us as an IT system house, which are also currently taking up our largest personnel resources," he adds.

Physical capacity bottlenecks

The conceptual question of connecting to the company network also raises questions about the physical capacity of the existing network: Do I have a sufficient firewall and enough bandwidth available to connect all my mobile employees remotely via VPN at the same time? Do the employees even need to work remotely on Microsoft machines or is it sufficient to let them work via a classic client, e.g. by accessing the Office 365 cloud locally, so that the bandwidth of your own network is not burdened? It should be noted that it is not enough to set up access just once. Due to dynamic adjustments to the IT infrastructure, load tests must also be carried out to ensure smooth and reliable live operation without interrupting work processes. However, employees also need sufficient bandwidth in their home network in order to work remotely with the usual IT quality. Is the employee only online with one client, so that it is sufficient to set up a VPN tunnel, or does he or she perhaps even need to be connected via a remote access point? Perhaps the private WLAN is already being used to capacity by other users or does not meet the company's security requirements. In this case, an LTE card and an LTE modem from the employer can improve the performance and security of the connection at low cost.

Securing access

Securing access is always a neuralgic point here. "WLAN access should be provided with a strong password that is changed at regular intervals. Ideally, a guest WLAN access is used for home work, so that any company data is not transferred via the same network that other users in the house also use. Depending on the role and authorization, the question also arises as to whether logging into the network using only a user name and password offers sufficient protection or whether access security should be increased with two-factor authentication, e.g., with tokens or one-time passwords, via smart card or with the help of biometric features," explains Niklas Lay, Team Leader Network and IT Security at Netzlink. "If you need additional protection for individual work devices, you can also activate the encryption of the hard drive - after all, Windows 10 already provides a so-called bitlocker in the operating system to prevent unauthorized data access, for example in the event of loss or theft."

BYOD - Raising awareness of risks

A latent danger for companies is to tolerate the use of private end devices without existing guidelines, for example, in order to maintain a supposedly high level of employee productivity. Even after two years in crisis mode, private end devices pose a serious risk to corporate data security because they are largely beyond corporate control. "Many employees here also lack the security awareness that smartphones are mobile and quite powerful little computers with sometimes significant data stores that need to be secured via firewalls and up-to-date virus protection just like their desktop counterparts. In the event of a sudden change in the work situation, many users are not in a position to assess the dangers and risks for themselves and the company. In this respect, it is in the interest of companies to raise the security awareness of employees for the use of private smartphones at work with appropriate guidelines in order to protect the company from external attacks on IT," warns Lay.

Tools for the next crisis: Emergency plan in your pocket

With the increasing use of mobile working, ICT operations are becoming even more important for all companies. The applications and data simply cannot be allowed to fail anymore. The best preparation for successful business continuity management is an emergency manual. This is used to maintain and continue critical processes when certain events disrupt or prevent operations. The complex (IT) structures of our global collaboration networks make us highly dependent on continuous business operations between all process participants - internal and external. This is becoming even more important as digitization progresses. Sustainable risk management must be part of every organization to limit the negative impact of disruptions on business operations. Unfortunately, a damaging event often has to occur before action is actually taken. Responding appropriately to disruptions requires a pre-planned and rigorously methodical approach that takes into account all critical processes, establishes responsibilities and defines communication processes in order to return to productive ICT operations in the shortest possible time. To give companies a quick overview of the (equipment) technical basics and the personal requirements that make companies and employees fit for mobile working, the Netzlink interested readers an e-booklet to download free of charge an. 

This article originally appeared on m-q.ch - https://www.m-q.ch/de/vielerorts-noch-kritische-sicherheitsniveaus-mobiler-arbeitsplaetze/

In recent years, Swatch has become quieter, but since the launch of several Moonswatch models at the end of March, the brand has been on everyone's lips again. The long queues outside Swatch stores are evidence of this and have not got any shorter in the last three months. "The growing daily demand in the markets currently far exceeds the available products," Swatch announced on Thursday at the same time as the half-year results. The Moonswatch was therefore sold out again shortly after the last delivery. The respective colors of the watch represent different planets and other celestial bodies such as the sun, moon and Pluto.

Clever marketing strategy

The fact that the hype surrounding the Moonswatch is so great has to do with a clever marketing strategy. The Moonswatch, which was the result of a collaboration between the two Swatch and Omega brands belonging to the group, is on sale in just 110 Swatch Group stores for 250 francs a piece. "If you want to buy one, you have to come to us," Group CEO Nick Hayek had recently told the Handelszeitung said. As customers can only buy the watch in selected stores, availability is even more exclusive than with the Group's own luxury brands Breguet, Blancpain or Glashütte Original, according to Swatch. And although the eleven different-colored watches have been widely advertised on social media, Swatch does not intend to sell the Moonswatch online in the future either. However, sales are to be expanded by 25 stores in July and August. Since the beginning of last week, eleven colorful Fiat 500s have also been on a road trip across Europe, selling the watches along the way. Here, too, Swatch is deliberately creating suspense: exactly where the journey will take them remains a secret.

Growth despite China lockdown

Swatch is also keeping to itself how much Moonswatch contributed to Group sales in the first half of the year. This rose by a total of 7.4 percent to 3.61 billion Swiss francs. This was despite the fact that demand for watches and jewelry in China, where Swatch normally generates around 40 percent of its sales, collapsed completely in April and May due to coronavirus lockdowns. The closures in China cost Swatch a total of 400 million Swiss francs in sales, it said. On the other hand, the Europe, Americas and Middle East regions recorded double-digit sales growth, while the war in Ukraine impacted Group sales by less than one percent. The operating profit EBIT even climbed by a quarter to 503 million Swiss francs in the first six months of the year. The corresponding margin was 13.9 percent compared to 11.9 percent in the previous year. At the bottom line, profit rose to CHF 320 million, up from CHF 270 million.

Confident for the year as a whole

Despite geopolitical tensions and the slump in demand in the Chinese market, which is important for the watch industry, Swatch is confident for the year as a whole. The "daily increase in demand" for the Moonswatch is also likely to contribute to this. The Group continues to expect double-digit sales growth in local currencies in the current year. Swatch sees "extremely positive" growth prospects for all price segments in the second half of the year. Regionally, the strongest growth is expected in America, Asia and mainland China, it said. (SDA/swi)

Babtec is a leading provider of software solutions for quality management. For more than 25 years, companies of all sizes and from all industries have been ensuring the quality of their processes and products with products from this manufacturer. Today, the Wuppertal-based company employs over 180 people at six locations. Following several offices in Germany and branches in Austria and Spain, the software manufacturer is now establishing a subsidiary in Switzerland. The entry in the commercial register was made on June 1, 2022. According to Peter Hönle, Head of Customer & Solutions at Babtec, the new company was founded as a result of the growing success of the quality management software from Wuppertal in Switzerland: "We were able to acquire our first Swiss customer back in 2001, and now over 100 companies in Switzerland and Liechtenstein - the future service area of Babtec Schweiz AG - manage their quality with our software solutions. This shows the high quality standards of Swiss companies and the increasing demand of the local market for effective digitalization in quality work. We have therefore decided to also be represented in Switzerland with a Babtec location in the future." At the new location, Babtec says it plans to focus on supporting existing customer projects and expanding its sales activities. Source and further information

This article originally appeared on m-q.ch - https://www.m-q.ch/de/caq-software-hersteller-babtec-gruendet-schweizer-niederlassung/

An analysis of Atlas VPN shows that GDPR fines total €97.29 million in the first half of 2022, an increase of 92 % compared to the first half of 2021. The data for the analysis comes from Enforcementtrackera platform that provides an overview of fines and penalties imposed by data protection authorities within the EU under the EU General Data Protection Regulation (GDPR). The overview and Atlas VPN's analysis show that companies and individuals were hit with a total of 50.6 million euros in GDPR fines in the first half of 2021. On the other hand, the number of court cases decreased slightly, from 215 in 2021 to 205 in 2022. In other words, even though the number of GDPR violations decreased slightly in 2022, the severity of these violations was significantly greater - and with it the amount of GDPR fines. The most striking difference between 2021 and 2022 can be observed in February, where the total amount of fines imposed differed by almost 28 million euros. The following trend is also striking: around 70 % of GDPR fines are imposed in the first quarter.

A few particularly blatant cases

Atlas VPN also refers to a few significant cases of GDPR fines that were issued in the first half of 2021 and 2022. In June 2021, for example, the Lower Saxony State Commissioner for Data Protection imposed a fine of 10.4 million euros on notebooksbilliger.de AG. The German company had monitored its employees by video for at least two years without a legal basis. The unauthorized cameras recorded workplaces, sales rooms, warehouses and common areas, among other things. The company countered that the surveillance was used to prevent and investigate criminal offenses and to track goods in warehouses. However, video surveillance is only lawful if there is reasonable suspicion against certain persons. If this is the case, it is permitted to monitor them with cameras for a certain period of time. In this case, however, the surveillance was not limited to specific employees or a specific period of time. In May 2022, the Information Commissioner's Office (ICO) fined Clearview AI Inc. £7,552,800 for using images of people in the UK and elsewhere, collected from the internet and social media, to build a global online database that could be used for facial recognition. Clearview AI Inc. has collected more than 20 billion images of human faces and data from publicly available information. The company has not informed anyone that its images have been collected or used in this way. Furthermore, the company actually monitors the behavior of these individuals and offers this as a commercial service.

GDPR buses as "wake-up calls

The General Data Protection Regulation was necessary because the old laws were written before the advent of new technologies like smartphones and tablets, which meant that users were not protected from companies misusing their personal data. The GDPR provides EU citizens with more clarity on how and why companies use their data. In addition, the GDPR significantly limited the data that companies can collect, allowing citizens to browse the internet and use services with much more privacy. In Switzerland, the new Data Protection Act (NDSG) will move in a similar direction. This is scheduled to come into force on September 1, 2023; Companies would do well to prepare for this already today.

This article originally appeared on m-q.ch - https://www.m-q.ch/de/dsgvo-bussen-erreichen-fast-100-millionen-euro-im-ersten-halbjahr-2022/

With its Seismograph software, Ecmt maps comprehensive information in a risk-based and structured manner. This helps companies reduce complexity and thus make the right decisions. The company works with critical infrastructures such as airlines, energy suppliers or companies in the transport sector as well as organizations at cantonal and federal level. In addition, more and more private-sector companies such as insurance companies are also taking advantage of Ecmt's range of solutions and know-how. With the continuous further development of Seismograph, the communicative appearance is therefore to be strengthened.

The big picture view

With Seismograph, decision-makers are at the right strategic altitude and maintain an overview in all situations. This perspective is reflected in the new visual appearance and imagery. As an additional formal element, the stylized data points illustrate networked thinking and intelligent solutions in combination. With its self-confident appearance, Ecmt wants to clearly differentiate itself from its environment and at the same time create more identification. The newly designed content is intended to simplify the complex subject matter and get straight to the point of the core service. In addition to the services, the Site Ecmt's holistic consulting and solution competence and demonstrates the possibilities of its tool in vivid use cases. For this purpose, a sharpened messaging was developed in close cooperation and new content focuses were set.

Effective and efficient

It took around twelve weeks from the briefing, strategy, concept and design to the final website. A concise company presentation was also developed in line with the website. After initial test runs, Roberto Perot, Chief Operating Officer at Ecmt, is visibly satisfied with the completely revamped image: "TBS created a brand identity for us in a very short space of time that we can stand behind 100 percent. In addition to their proven brand expertise and design competence, we were also impressed by their uncomplicated and personal approach."

The better the emotional impact of the brand ambassador fits the brand, the more successful the collaboration will be. This success factor is most valuable when the fit during the collaboration is high. A perfect example is George Clooney's appearance for Nespresso. Clooney's elegant charm and accessibility suited the brand right from the start. Using an ambassador to steer brand emotions in a new direction, on the other hand, is expensive and only makes sense in the very long term. But how do you analyze this emotional fit? A traditional survey is powerless here. This is because customers cannot put the emotional impact of brands and ambassadors into words. Using non-verbal survey methods, on the other hand, the emotional impact of the brand and the ambassador can be measured independently and then compared with each other. With the EmoCompass study von Zutt was approached in this way.

Which brand comes closest to Federer emotionally?

When asked non-verbally, the likeable and successful tennis pro comes across as friendly, inspiring and powerful. To create a worthwhile fit, the brand must trigger the same emotions. This is the only way to create a clear and consistent feeling in the customer's brain - and to strengthen the brand impact through Federer. If there is no fit, the customer receives a diffuse feeling. This has less impact on the brain and is less memorable. This results in the following ranking: according to the study, On is the narrow winner. The sports shoe manufacturer comes closest to the tennis star emotionally. On the one hand, the sporting power is clearly present in a sports shoe. There is also a good dose of inspiration, not least because of the innovative shoe sole. For the clear match point, however, On would also have to convey more friendliness and approachability in addition to innovative power.

The winner of the ranking is closely followed by Jura. The Swiss coffee machine manufacturer found in Roger almost what George Clooney is to Nespresso - a likeable brand ambassador who fits the brand. Lindt and Rolex also performed well, with a valuable emotional fit with Federer. The brands Barilla, Switzerland Tourism, Credit Suisse and Mercedes are a little further away. Although some of these fit in with the tennis pro, not enough to create an effective fit. The clear tail light is Sunrise. The telecom brand does not match any of the three Federer emotions and draws in completely different emotional worlds. This does not create a valuable fit with Roger.

Conclusion and Learnings of the Study

The study shows that when choosing brand ambassadors, it is always necessary to check on an emotional level whether they really fit the brand. Moreover, not every fit is obvious: tennis players and coffee machine manufacturers are not the best combination on a rational level. On an emotional level, however, there can still be a strong match. If the emotional fit is right, it is worth paying further attention to how the ambassador is integrated into the communication. Ideally, the brand ambassador will be part of a story that also fits the emotional profile - the brand's core differentiation. Such an emotionally fitting story can significantly increase the ambassador's impact. The right story weaves the ambassador and the brand deep into the neuron network of the customer's brain. In this respect too, George Clooney's commercial for Nespresso is an ideal practical example. The emotional differentiation core of Nespresso is that the sophisticated coffee system makes you a better host. In the commercials you see Clooney in exactly this role. Since Clooney is very well-known and popular, mirror neurons are activated and consumers want to see themselves in Clooney again. The ambassador, brand and story work together perfectly to create an emotionally gripping advertising campaign. The brand, ambassador and story must therefore be emotionally coordinated to achieve the optimum impact. Star brands such as Nespresso, Apple, Nike and others use methods that can measure the emotional impact of brands and touchpoints.

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This study was conducted by the Neuromarketing company for research, strategy and design Zutt & Partner carried out. The company offers free Workshops on the study (detailed results, interpretations, further information on the study and initial approaches to solutions). Werbewoche.ch publishes the study free of charge out of editorial interest.

The better the emotional impact of the brand ambassador fits the brand, the more successful the collaboration will be. This success factor is most valuable when the fit during the collaboration is high. A perfect example is George Clooney's appearance for Nespresso. Clooney's elegant charm and accessibility suited the brand right from the start. Using an ambassador to steer brand emotions in a new direction, on the other hand, is expensive and only makes sense in the very long term. But how do you analyze this emotional fit? A traditional survey is powerless here. This is because customers cannot put the emotional impact of brands and ambassadors into words. Using non-verbal survey methods, on the other hand, the emotional impact of the brand and the ambassador can be measured independently and then compared with each other. With the EmoCompass study von Zutt was approached in this way.

Which brand comes closest to Federer emotionally?

When asked non-verbally, the likeable and successful tennis pro comes across as friendly, inspiring and powerful. To create a worthwhile fit, the brand must trigger the same emotions. This is the only way to create a clear and consistent feeling in the customer's brain - and to strengthen the brand impact through Federer. If there is no fit, the customer receives a diffuse feeling. This has less impact on the brain and is less memorable. This results in the following ranking: according to the study, On is the narrow winner. The sports shoe manufacturer comes closest to the tennis star emotionally. On the one hand, the sporting power is clearly present in a sports shoe. There is also a good dose of inspiration, not least because of the innovative shoe sole. For the clear match point, however, On would also have to convey more friendliness and approachability in addition to innovative power.

The winner of the ranking is closely followed by Jura. The Swiss coffee machine manufacturer found in Roger almost what George Clooney is to Nespresso - a likeable brand ambassador who fits the brand. Lindt and Rolex also performed well, with a valuable emotional fit with Federer. The brands Barilla, Switzerland Tourism, Credit Suisse and Mercedes are a little further away. Although some of these fit in with the tennis pro, not enough to create an effective fit. The clear tail light is Sunrise. The telecom brand does not match any of the three Federer emotions and draws in completely different emotional worlds. This does not create a valuable fit with Roger.

Conclusion and Learnings of the Study

The study shows that when choosing brand ambassadors, it is always necessary to check on an emotional level whether they really fit the brand. Moreover, not every fit is obvious: tennis players and coffee machine manufacturers are not the best combination on a rational level. On an emotional level, however, there can still be a strong match. If the emotional fit is right, it is worth paying further attention to how the ambassador is integrated into the communication. Ideally, the brand ambassador will be part of a story that also fits the emotional profile - the brand's core differentiation. Such an emotionally fitting story can significantly increase the ambassador's impact. The right story weaves the ambassador and the brand deep into the neuron network of the customer's brain. In this respect too, George Clooney's commercial for Nespresso is an ideal practical example. The emotional differentiation core of Nespresso is that the sophisticated coffee system makes you a better host. In the commercials you see Clooney in exactly this role. Since Clooney is very well-known and popular, mirror neurons are activated and consumers want to see themselves in Clooney again. The ambassador, brand and story work together perfectly to create an emotionally gripping advertising campaign. The brand, ambassador and story must therefore be emotionally coordinated to achieve the optimum impact. Star brands such as Nespresso, Apple, Nike and others use methods that can measure the emotional impact of brands and touchpoints.

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This study was conducted by the Neuromarketing company for research, strategy and design Zutt & Partner carried out. The company offers free Workshops on the study (detailed results, interpretations, further information on the study and initial approaches to solutions). Werbewoche.ch publishes the study free of charge out of editorial interest.