ALLIGATOR MAGAZINE ISSUE 4 (EN)
The fourth issue of Alligator Magazine is concerned with brand communications for mobile devices: A brand has to stay current and fresh. The more interesting and believable they are for consumers, the more revenue they can generate. Many markets, though, are already saturated. The competition is fierce. Customers are not nearly as true to brands as they once were. And, as brand expert Prof. Jochen Pläcking tells us, they are experts at filtering ad messages. "Consumers can tell if there is truth behind a claim or if it is just surface image," he says in his video interview with Alligator Magazine. For him a brand is a promise. Cameron Yuill, founder and CEO of the U.S. media agency AdGent Digital, sees the core of future business in mobile branding. We look at examples of companies already engaged in the mobile sector and use auto-mobile communications to see where the industry is headed. We hope you enjoy these and other articles from the latest issue of Alligator Magazine.