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<\/h3>\r\n<\/h3>\r\nFor years, presence was power. But in a communication space that never falls silent, constant presence is no longer an advantage\u2014it becomes a risk. The Edelman Trust Barometer 2025 shows that brands that carefully measure their messages achieve significantly higher trust ratings than those that broadcast constantly. 71 percent of respondents find overly staged brand appearances \u00abintrusive.\u00bb.<\/p>\r\n
Today, confidence is no longer demonstrated by volume, but by control over one's own tone. Brands that know when to speak\u2014and when not to\u2014gain depth.<\/p>\r\n
In Switzerland, a surprising number of traditional companies are succeeding in this. Geberit talks about precision, not pathos. Ricola talks about origin, not reach. B\u00fchler Group and NZZ cultivate consistency in an age that demands a new tone every week.<\/p>\r\n
Others also show that restraint is not renunciation, but an expression of strength:<\/p>\r\n
Caran d'Ache stands for craftsmanship and timelessness in a culture of speed.
\r\nVictorinox remains committed to simple functionality\u2014and that is precisely what makes it so sought after worldwide.
\r\n\u2013 La Prairie talks about quality and origin, not exclusivity.<\/p>\r\n
They all demonstrate the same thing: credibility does not come from reinforcement, but from consistency.<\/p>\r\n
An Interbrand analysis (2024) shows that brand value is created where clarity, recognizability, and scale come together. A GfK study in Switzerland also confirms that trust is the most important purchasing motive\u2014ahead of price, speed, and innovation.<\/p>\r\n
Those who consciously reduce their communication increase its impact. Reduction is not absence, but a form of precision: it only allows through what is essential. This requires attitude\u2014and leadership.<\/p>\r\n
Nowadays, trust rarely comes from what brands add\u2014but often from what they wisely leave out.<\/p>\r\n
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Laura Colledani and Klaus Ammon have more than 40 years of combined experience in consumer research and marketing research. Over the years, they have developed a keen sense of what moves people - even beyond the numbers. Both authors advocate a communication culture that listens before it broadcasts. With the new approach of consumer listening management tools, they want to support marketing managers in not only questioning consumers in the traditional way, but also entering into a genuine relationship with them.<\/em><\/p>","protected":false},"excerpt":{"rendered":" Today, brand management is not determined by more messages, but by the ability to distinguish what is relevant from background noise. The louder the communication environment becomes, the more valuable it is to leave things out. Reduction is not a weakness, but an act of sovereignty\u2014and a leadership quality that stabilizes trust.<\/p>","protected":false},"author":8,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_yoast_wpseo_focuskw":"Markenf\u00fchrung","_yoast_wpseo_metadesc":"Markenf\u00fchrung wird nicht durch mehr Botschaften entschieden, sondern durch die F\u00e4higkeit, Relevantes vom Hintergrundger\u00e4usch zu unterscheiden.","articlekey":"","footnotes":""},"categories":[29],"tags":[5536,2717,5664,4343,5665],"class_list":["post-42716","post","type-post","status-publish","format-standard","hentry","category-marketing","tag-big-picture","tag-branding","tag-management-tools","tag-markom","tag-uebrigens"],"acf":[],"yoast_head":"\n