Brands primarily have to develop a relevant relationship with people - independent of online or offline channels and short-lived marketing trends. With the Relevance Methodology, Kai Platschke offers a proven method for developing sustainable relationships with your customers. This makes your brand and its message digital-ready - without requiring you to take to Twitter or Snapchat yourself. The presented methodology is explained with numerous exercises and cases.

Contents:

• A look back at the last 15 to 20 years of marketing
• The post-digital era
• The Relevance Methodology: framework and how-to
• Cases: including Dove, Red Bull, Coca-Cola

Online working aids:

• Exercises for implementing the Relevance Methodology
• Templates
• Cases