XM Voice

When planning their brand communication, many companies focus on short-term KPIs, as they can be quickly optimized for success. However, an inconsistent strategy damages the brand – and more than half of the value of advertising is only created in the long term. Crossmedia’s head, Markus Biermann, is concerned about the future of brands.The world of marketing, sometime in the near future: companies have started digging their own graves. By abandoning consistent brand communication, they have gradually destroyed values that they had built up over time in painstaking effort. Media in-house silos burden their profit and loss account, obstructing the view to a neutral way of looking at things. Marketers no longer ask their agencies to make recommendations, evaluate pros and cons or think in scenarios. Now, all they ask for are dashboards. Every new strategy is always only as good as yesterday’s KPIs. Creators and brand makers have become submissive dependents. Slaves to a short-term mania called optimization.