Brands in touch: Why Manner can keep up with ChatGPT

In this interview Lara Hohenwarter talks to Bert Neumeister, Professor of Media and Communication Management at the University of Applied Sciences Kufstein Tirol, about the latest findings of the BrandAsset® Valuator (BAV) – one of the world's largest study models for brand analysis – the role of escapism in brand management, and why data and emotions are not a contradiction in terms. By 2022, she had completed a part-time bachelor program in Marketing & Communication Management at the University of Applied Sciences Kufstein Tirol. Today, she works at Scholz & Friends Vienna, where she supports strategic brand projects for companies such as Hervis, Ski Austria, and Austrian Airlines.

The Scholz & Friends Family is a leading group of specialist agencies in German-speaking countries with more than 1,300 employees in locations such as Berlin, Brussels, Hamburg, Vienna, and Zurich, with clients including McDonald's, Porsche, Uber Eats, and the Tyrolean Festival Erl.

In her daily work, Lara bridges the gap between psychological brand management and data-driven analysis, demonstrating how theory and practice can be combined.

RIGHT FROM THE START: SAFETY AND INNOVATION – AT FIRST GLANCE, THESE TWO CONCEPTS SEEM CONTRADICTORY. HOW DO YOU THINK THEY FIT TOGETHER?

Lara Hohenwarter: That's an interesting question and precisely the paradox we uncovered in our study this year! It may seem contradictory at first glance, but if you take a closer look, the logic behind it becomes clear: in times of global uncertainty, consumers are clearly looking for stability and reliability – that is, the desire for security. At the same time, we are seeing that the old rules no longer apply without restriction. This is leading to a strong urge for something new, for innovation and for progressive impulses. Consumers expect not only the tried and tested, but also brands that surprise them, offer new experiences, and show that they are moving with the times. So it's not about choosing between security OR innovation, but about cleverly combining the two. Brands that manage to build trust while offering a little escape from everyday life are the winners. They redefine stability – not just through tradition, but through a smart mix of trust, relevance, and adaptability. That's the key to success in this dynamic environment.

YOU TALK ABOUT PEOPLE'S DESIRE FOR SMALL ESCAPES FROM EVERYDAY LIFE. HOW DO BRANDS MANAGE TO OFFER SOMETHING LIKE ESCAPISM WITHOUT COMING ACROSS AS UNREALISTIC?

Hohenwarter: This is an important point, because it's not about creating unrealistic illusions. Rather, it's about giving consumers conscious moments of lightheartedness and positive distraction. While classic entertainment and travel brands obviously score highly here, this mechanism is not limited to them. The trick is to remain authentic and skillfully stage escapism. This is achieved through creative storytelling that emotionally charges products and creates captivating narratives. Immersive experiences, whether digital or physical, allow consumers to actively immerse themselves in the brand world. And gamification makes interacting with a brand more entertaining and rewarding. If a brand manages to evoke positive emotions and provide a moment of lightheartedness through such approaches without losing its footing, it will be perceived as dynamic and relevant. It's like a mini vacation for the mind that helps us cope better with everyday life.

SURPRISING: BRANDS SUCH AS CHATGPT AND KLIMATICKET ARE AMONG THE WINNERS – WHY THESE IN PARTICULAR?

Hohenwarter: This is indeed an exciting result and shows the dynamism of the market. While stability is often sought in uncertain times, brands such as ChatGPT and KlimaTicket are benefiting from a strong urge for something new and a fresh start. ChatGPT symbolizes the fascination with groundbreaking innovation and looking to the future. It caters to the desire to rethink things and keep up with the times. KlimaTicket, on the other hand, is an example of a smart solution that meets a current need and offers a new form of freedom and flexibility in everyday life. Both brands are successful because they not only accompany change, but actively shape it. They show that consumers reward the courage to innovate, especially when it offers real added value and opens up new opportunities.

WHAT MAKES THE BRANDASSET® VALUATOR SO SPECIAL COMPARED TO OTHER BRAND RANKINGS?

Hohenwarter: The BrandAsset® Valuator, or BAV for short, stands out from other brand rankings because it is so comprehensive and in-depth. Several factors make it so special:

• Scope and range: We don't just survey a few people, but millions of people worldwide. In Austria alone, we have examined almost 1,000 brands this year and surveyed 12,500 people. That's a huge database!
• Industry independence: Unlike many other rankings, which often focus on a specific industry, the BAV allows us to compare brands from a wide variety of sectors. Whether tech giants, food manufacturers, or service providers - they all play on the same field.
• In-depth analysis: We don't just measure awareness or image, we look at overall brand strength based on four core components: Differentiation - What makes the brand unique?; Relevance - How important is it to people?; Appreciation - How much do people like the brand?; and Familiarity - How good do they know the brand?
• Image attributes and values: In addition, we record 49 image attributes that show us how a brand's personality is perceived. And very importantly, we also ask about consumers' values. This means that we not only understand what brands do, but also what motivates people and what values are important to them. This is crucial in order to truly tailor brand strategies to the needs of the target group.
• Psychographic insights: We can also break down the data according to demographic and psychographic groups. This means that we not only see what Austrians think on average, but also how different age groups, lifestyles, or value systems react to brands. In short, the BAV is not a superficial ranking, but a powerful tool that provides us with a holistic picture of brand perception and helps us understand the complex relationships between brands and consumers.

WHAT ADVICE WOULD YOU GIVE TO YOUNG COMMUNICATION AND MARKETING STUDENTS WHO WANT TO BUILD OR SUPPORT BRANDS IN THE FUTURE -  WHAT IS IMPORTANT?

Hohenwarter: I don't think there is a specific recipe for success, but it is important to go through life with an open mind and a willingness to learn, actively absorbing knowledge from a wide variety of disciplines and encounters. It's amazing how often these seemingly unrelated pieces of the puzzle later turn out to be valuable and unexpected connections for brand strategy.

So these are my tips:

1. Stay curious and open to new things: The world of brands is constantly changing. What is relevant today may be obsolete tomorrow. Read widely, follow trends, think outside the box. Be prepared to keep learning and adapting.
2. Understand the people: Branding is essentially psychology. It's about understanding what motivates people, what their needs, desires, and fears are. Learn to listen, observe, and put yourself in your target audience's shoes. Empathy is worth its weight in gold here.
3. Think holistically and networked: A brand is more than just a logo or a campaign. It is an entire ecosystem of products, services, communication, and experiences. Learn to connect these different elements and tell a consistent brand story.
4. Data is your friend: Don't be afraid of numbers and analyses. Tools such as BAV show how important it is to make decisions based on sound data. Learn to interpret data and derive insights from it. This will make your work much more effective - and it's not as dry as it seems at first glance.
5. Be creative and courageous: Even though data is important, you still need a brilliant idea. Have the courage to break new ground, try new things, and even fail sometimes. You learn the most from your mistakes.
6. Communicates clearly and concisely: Whether you are presenting a strategy, developing a campaign, or leading a workshop, the ability to communicate complex issues in a simple and understandable way is crucial. Practice storytelling!

And most importantly: have fun with what you do! If you are passionate about brands and interested in the people behind them, then you are on the good way to becoming a successful brand ambassador.

FINALLY, A PERSONAL QUESTION: IS THERE A BRAND YOU GREW UP WITH THAT YOU STILL LOVE TODAY?

Hohenwarter: Definitely Manner! For me, Manner wafers are a real part of my childhood and home. Even on my first mountain tours as a child, it was a tradition to open the pink packet at the summit. And nothing has changed in that regard to this day! My friends rely on me to pull the Manner wafers out of my backpack at the summit every time we go hiking together. A little piece of comfort that you always have with you - that's the magic of brands.

Links:

• Scholz & Friends | Website
• Marketing & Communikation Management | pt
• Digital Marketing | ft