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