April 9, 2026 · Podcast
Holistic Brand Communication: When brand management is no longer a campaign, but a systematic process
When brands today broadcast more loudly but have less impact, it is rarely due to a lack of creativity, but rather to a fundamental error in thinking. In the HWZ podcast stefanundstefan®, Dr. Hannah Leimert, co-author of the book «Holistic Brand Communication», discusses why successful brand management is a matter of consistent, systematic work. Her approach to holistic brand communication demonstrates how brands can remain consistent, relevant and effective across all touchpoints.
«HWZ on Air: stefanundstefan» – the podcast by HWZ with Stefan Eggenberger and Stefan Vogler. In their conversations with experts, the two hosts take a closer look at key topics in communication. They analyse, comment, and offer practical guidance. Real-world examples are combined with academic knowledge to provide ideal support for everyday communication challenges. Sharp commentary included.
Touchpoints are proliferating. Target groups are becoming co-creators. And while many brands are making more noise than ever, their impact is diminishing. Holistic brand communication reveals the reason: today, brand success rarely fails due to a lack of creativity but rather due to an absence of strategic logic. To achieve real impact, what is needed is not a barrage of campaigns, but a system that guides brands across all touchpoints. This system comprises four overarching roles: allure, edutain, bond, and moderate.
This approach was developed by Dr. Hannah Leimert, Prof. Dr. Dr. h.c. Torsten Tomczak, Dr. Philipp Scharfenberger and Prof. Dr. Jörn Redler in the book Holistic Brand Communication, in collaboration with renowned companies. Their model dispels the illusion that branding is primarily about creation and demonstrates how brands can remain robust, relevant and adaptable in a fragmented communications landscape: consistent, systematic and effective.
Listen to the latest episode of «HWZ on Air: stefanundstefan» featuring Dr. Hannah Leimert here:
Special guest on this podcast from stefanundstefan®
Dr. Hannah Leimert is co-author of Holistic Brand Communication, a lecturer at the University of St. Gallen, and is responsible for marketing and communications at ZURIGA. She combines academic rigour with entrepreneurial drive and is one of the leading voices of a new generation in brand management. Her approach demonstrates how brands can be managed holistically in a fragmented world and how communication can create measurable value.
