Each week on “5 Minutes With,” our host Mike White talks to experts in the marketing industry. Today, he sits down with Wolf Schaefer from Zwoelf Consulting.
Company: Zwoelf Consulting
Website Address: zwoelfconsulting.com
Interviewee: Wolf Schaefer
What is Zwoelf Consulting?
Well, I personally I’ve been working for the last 25 years across most of the big global brands doing strategy and development strategy. Through that course, I learned more and more how important it is to not just have the right strategy but express it in a way that’s inspiring. That’s why I founded Zwoelf last year which is really purposed to develop what I call narrative strategies that tell stories that inspire and engage, not just with abstract words, but really by creating a narrative that everybody can relate to.
Take a brand like the cruise ship industry. How would you go into a company and create a strategy to resuscitate it from the amount of public relations damage that could have been done from the coronavirus?
The damage or the public concern is still somewhat limited in Europe. While there are places like Italy, in general people are pretty relaxed due to the mortality rate still being low. The damage is not the fault of any particular brand. I got off the phone today with Delta. I got a memo explaining what they are doing in order to alleviate the concerns regarding coronavirus and the policies put into place by governments, how they help you and how they are here with you. How they don’t know all the answers but how they are trying to do their best to be a partner and help you. I think that’s the best strategy you can take. You know you don’t have all the answers but you’re trying your best to find them and find them with your customers along the way.
What do you think is going to be the biggest change in marketing over the next year?
I think there’s there’s more and more of a shift towards what I call ideas that do. It’s communication that doesn’t just proclaim something but lets people experience it. That may be in the form of a tutorial, form of education and form of entertainment or services that they offer. The traditional sense of media, of just proclaiming a benefit or positioning, is still valid but less and less and it’s much more put in the context of experiential marketing.