{"id":3085,"date":"2020-07-10T08:00:00","date_gmt":"2020-07-10T06:00:00","guid":{"rendered":"https:\/\/brandification.com\/de\/?p=3085"},"modified":"2025-08-05T13:12:08","modified_gmt":"2025-08-05T11:12:08","slug":"5-fragen-an-franziska-hiller-teamleader-brand-social-media-marketing-bei-comma","status":"publish","type":"post","link":"https:\/\/brandification.com\/de\/2020\/07\/10\/5-fragen-an-franziska-hiller-teamleader-brand-social-media-marketing-bei-comma\/","title":{"rendered":"5 Fragen an Franziska Hiller &#8211; Teamleader Brand &amp; Social Media Marketing bei comma,"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"3085\" class=\"elementor elementor-3085\" data-elementor-settings=\"{&quot;ha_cmc_init_switcher&quot;:&quot;no&quot;}\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-56362733 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"56362733\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{&quot;_ha_eqh_enable&quot;:false}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-29624fff\" data-id=\"29624fff\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-716fff13 elementor-widget elementor-widget-text-editor\" data-id=\"716fff13\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\n<p><strong>Als Leiterin des Teams Brand &amp; Social Media Marketing bei dem <a href=\"https:\/\/www.comma-store.de\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\"undefined (opens in a new tab)\">internationalen Modelabel comma,<\/a> ist Franziska Hiller <a href=\"https:\/\/www.comma-store.de\/home-story-LP_DM_2019_FW_58.html\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\"undefined (opens in a new tab)\">Teil des Puzzles<\/a>, das zu einem gelungenen Look der Marke comma, beitr\u00e4gt. Wir haben mit ihr \u00fcber den neuen Zeitgeist nach Corona gesprochen und dar\u00fcber, welche Rolle Emotionen heute in der <a href=\"https:\/\/brandification.com\/de\/produkt\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\"undefined (opens in a new tab)\">Markenpositionierung <\/a>spielen.<\/strong><\/p>\n\n<h2 class=\"wp-block-heading\"><strong>Franziska Hiller, vielen Dank dass Sie heute bei uns sind! Zum Einstieg interessieren uns Ihre Lieblingsmarken damals und heute.<\/strong><\/h2>\n\n<p>Als Kind war meine Lieblingsmarke Steiff. Ich meine, welches Kind liebt keine Kuscheltiere? \u00a0Wenn ich als Kind vor einem Steiff-Schaufenster stand und die Teddyb\u00e4ren mit dem unverkennbaren goldenen Knopf im Ohr entdeckt habe, leuchteten meine Kinderaugen.<\/p>\n\n<p>Meine heutige Lieblingsmarke ist Chlo\u00e9. Ich liebe ihren perfekten Mix aus modern und zeitlos. Chlo\u00e9 steht f\u00fcr unvergleichliche Femininit\u00e4t &amp; m\u00fchelose Eleganz, immer gepaart mit dem gewissen Extra. Luxus, der gleichzeitig alltagstauglich ist.<\/p>\n\n<h2 class=\"wp-block-heading\"><strong>Wir leben in sehr au\u00dfergew\u00f6hnlichen Zeiten. Welche Entwicklungen und Trends sehen Sie da aktuell im Bereich Marke?<\/strong><\/h2>\n\n<p>Bereits w\u00e4hrend der Corona-Pandemie macht sich ein neuer Zeitgeist bemerkbar. Dinge, die vorher wichtig erschienen, werden nebens\u00e4chlich und umgekehrt. Ich spreche jetzt einmal explizit f\u00fcr die Fashion Branche. Produktgruppen wie Konfektion &amp; Anlassmode haben an Relevanz verloren, wohingegen Komfort &amp; Langlebigkeit der Produkte eine immer gr\u00f6\u00dfere Rolle spielen. Konsumenten kaufen bewusster ein, informieren sich mehr und mehr zum Thema Nachhaltigkeit, nach dem Herstellungsprozess und den verwendeten Materialien.<\/p>\n\n<h2 class=\"wp-block-heading\"><strong>Und welche Herausforderungen sehen Sie heute in diesem Bereich, mit denen Unternehmen vor 10 &#8211; 20 Jahren noch nicht zu tun hatten?<\/strong><\/h2>\n\n<p>Durch den absoluten \u00dcberfluss an unterschiedlichsten Anbietern ist es gerade f\u00fcr den Bereich Branding herausfordernder denn je, seine Marke am hart umk\u00e4mpften Markt zu platzieren. \u00a0Umso wichtiger ist es, sich eine Nische zu suchen, die Marke dort zu positionieren und langfristig aufzubauen. Kunden kaufen nicht mehr nach Bedarf wie fr\u00fcher, sondern sind vielmehr von Emotionen getrieben.<\/p>\n\n<p>Eine weitere Challenge ist die Digitalisierung. Eine Marke muss online und offline funktionieren und auch digitale Markenerlebnisse schaffen k\u00f6nnen. Sowohl Inhalte als auch Zielgruppen unterscheiden sich und am wichtigsten \u2013 die Kommunikation mit den Kunden ist eine Andere. Gerade in sozialen Medien hat der Kunde eine Stimme, die geh\u00f6rt wird und interagiert direkt mit dem Unternehmen auf Augenh\u00f6he.<\/p>\n\n<h2 class=\"wp-block-heading\"><strong>Wie w\u00fcrden Sie mit einem einzigen Argument jemanden von der Wichtigkeit der Marke \u00fcberzeugen?<\/strong><\/h2>\n\n<p>Die Marke f\u00fchrt! Marken geben Orientierung und Halt &#8211; genau das ist in der jetzigen Zeit wichtiger denn je!<\/p>\n\n<h2 class=\"wp-block-heading\"><strong>Last but not least: welche Tipps w\u00fcrden Sie kurz und knackig zur erfolgreichen Markenf\u00fchrung geben?<\/strong><\/h2>\n\n<p>Mein gr\u00f6\u00dfter Tipp: Kontinuit\u00e4t! Eine Marke sollte nicht blind auf alle aktuellen Trends aufsteigen, sondern strategisch genau \u00fcberdenken, was zur Marke passt und was nicht. Erfolgreiche Markenf\u00fchrung ist erst dann gegeben, wenn man ein konstantes Bild in den K\u00f6pfen der Menschen verankert, das Vertrauen schafft und richtungsweisend ist.<\/p>\n\n<h2 class=\"wp-block-heading\"><strong>Franziska Hiller, vielen Dank f\u00fcr die interessanten Einblicke in Ihre Arbeit und alles Gute!<\/strong><\/h2>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Als Leiterin des Teams Brand &amp; Social Media Marketing bei dem internationalen Modelabel comma, ist Franziska Hiller Teil des Puzzles, das zu einem gelungenen Look der Marke comma, beitr\u00e4gt. Wir haben mit ihr \u00fcber den neuen Zeitgeist nach Corona gesprochen und dar\u00fcber, welche Rolle Emotionen heute in der Markenpositionierung spielen.<\/p>\n","protected":false},"author":6,"featured_media":12448,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[586],"tags":[44,19,10,11,14,15,24,38,45,39,46,47,48],"class_list":["post-3085","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-interview","tag-brand","tag-brand-experience","tag-brand-management","tag-branding","tag-marke","tag-markenfuehrung","tag-marketing","tag-marketing-leiter","tag-marketingleiterin","tag-marketingleitung","tag-social-media","tag-teamleader","tag-teamleitung"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>5 Fragen an Franziska Hiller - Teamleader Brand &amp; Social Media Marketing bei comma, - Brandification<\/title>\n<meta name=\"description\" content=\"Wir haben mit Franziska Hiller \u00fcber den Zeitgeist nach Corona gesprochen und dar\u00fcber, welche Rolle Emotionen heute in der Markenpositionierung spielen.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/brandification.com\/de\/2020\/07\/10\/5-fragen-an-franziska-hiller-teamleader-brand-social-media-marketing-bei-comma\/\" \/>\n<meta property=\"og:locale\" content=\"de_DE\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"5 Fragen an Franziska Hiller - Teamleader Brand &amp; 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