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Integrated

Marketing-
Communication
Strategy-based
Benchmark Performance.
INTEGRATED
MARKETING-
COMMUNICATION
STRATEGY BASED
Business-to-business exclusively
MARK-MAN is specialized in marketing and communication services for
capital goods and the entire industrial value chain. From raw materials
to large-scale plants. We complement our clients existing resources to
unite and focus forces and to re-launch them as high energy momen-
tum into their markets.
From strategy to operations and back
Our spectrum of services is organized as a holistic entity. It accounts
for everything which helps our clients to strengthen their market posi-
tion, whether in great or small measures. We combine operative sup-
port with strategic elements exactly to the extent the individual situa-
tion requires.
INSPIRATION
For our clients.
For their markets.
For lasting developments.
The beginning of cooperation with our clients is usually work in pro-
gress. A challenging task. Most things are under construction and little
is xed. We start at such places because we are needed. Thats also
the way our clients see it.
The tight link of action and communication shapes the common task de-
cisively. It is all about opening up the productive force of communica-
tion to entrepreneurial creativity on each required level. With all due re-
spect for the people at whom it is directed.
Therefore we welcome you warmly
Welcome to the heart of inspired concepts.
* Working example:
The portraits of Donna Grant and
David Lam are part of a worldwide
advertising campaign launched for
one of our customers.
YOUR
CORPORATE PROFILE
RESPONSIBILITY
FOR PRODUCTS
AND SERVICES
Our clients core expertise
Translated into visible functionality
The corporate prole gives access to the companys identity in a way
which is equal to the different kinds of relationship it has to its specic
stakeholders. In most cases this means to think in international terms.
The essential resource:
the productive force of communication
To this end, the respective visual worlds are oriented towards expressi-
vity, imagination and stylistic identity. The corresponding texts focus the
target group in a consistent and obliged way. Imagery and texts are mer-
ged in a conceptual base which mediates positioning and appearance.
What may sound complicated is nally a simple formula. Its continual ad-
herence will lead to a highly satisfactory result: the implementation of a
strategy, driven by action and transaction.
Corporate Presentation
Annual Business Report
Corporate Social Responsibility Report
CORPORATE
IDENTITY
PROPERLY
UNDERSTOOD
Identity is to experience
Our customers corporate identity is more than a sophisticated set of gra-
phic design, colors and fonts. It includes these things but goes far be-
yond. It is a sketch of the companys self-perception in a pragmatic sen-
se, expressing itself in symbols of depth and fullness. This includes all
the company knows about itself, especially concerning its history and its
development.
A future-oriented dialogue
Capital goods have their own logic. Similarly do the corporations and the
people who produce and use them. The challenge is, to inspire not on-
ly current, but also future generations on a worldwide level by correctly
identifying the substantial factors.
Corporate Vision
History
Positioning
Check-up
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Esthetics,
technology, sensibility
Showing the world as it is understan-
ding clearly the essential fascination to cu-
stomers, employees and the public.
Perfection in this regard is indispensible, even
if given situations are not directly represen-
ted as the most important aspect is the ove-
rall message.
SHARPLY FOCUSED:
THE CORPORATION,
THE PEOPLE,
THE PRODUCTS
Bringing things together
as they are supposed to be
Sometimes harsh winds blow in production driven environments. This can
be a blessing and often helps working processes reach maximum efci-
ency and gives products their functional edge. This is how the nal results
convince customers and inuence markets. Our job as a professional ser-
vice provider is to identify the relevant contexts in a creative way.
Value Proposition
Creative Strategy
A hallmark of our times:
The operations level is more than a symbol
The economic regions within our reach are characterized by the grow-
ing importance of corporate social responsibility. Products and services
must however compete in the global market place.
We consider this concept even when describing complex microstructures
for our clients. Their high standards are rewarded by the end customer,
thus giving economic and social sustainability to their technological in-
novations.
An authentic and
true original YOU
The specic attraction of production often characterizes
the true nature of corporate expertise.
Lengthy processes which reach their ultimate goal, that of im-
proving the life of end users, often show an unmistakable prole.
It is the result of human activity, using subtle and complex tools of
which know-how is one of the most important.
We use this to generate meaning and desire in specic ways by gi-
ving priority to reality. We make functionality visible, explain connec-
tions clearly, highlight benets on their most fundamental levels
and thus multiply connectivity.
INTO
THE CENTRE OF
DECISSION MAKING
Traditional media, digital momentum
and worldwide activities
There is a clear goal in having a presence in relevant communities: to
draw attention where innovative solutions are created. To attain this we
embrace fresh ideas with high relevance for the audience based on tra-
ditional and electronic media, action-driven communication and a wide
spectrum of sales-support. This enables our clients to take action right
on time, at the right place.
The basic structure:
A networking platform
We make sure that positioning, imagery and messages are built on a so-
lid foundation. We liaise conceptual with operational aspects of our cli-
ents activities in future-oriented ways. The rationale behind this is a pool
of intensively tried and tested experience.
Print Communication
Public Relations
Web-design
Events, Fairs, Conferences
BRANDING STRATEGY
MEETS
CORPORATE DESIGN
Strategically oriented
towards the target groups
Brands serve awareness, credibility and attraction in the recipients
minds. Correctly integrated, they assume important functions within the
framework of implementing corporate and market strategies.
To reach this, we actively take charge of corporate design. We strive to
keep the brand-specic promise on the spot at each relevant touch point
and adjust it in a way that will be recognizable from the business letter
to the design of the product range. These measures consequently incre-
ase brand equity and give orientation to customers and potentials alike.
In the capital goods and service sector this can be achieved through co-
ordinated tuning on both the product and corporate level. Both areas be-
net mutually.
GLOBAL CORPORATE BRANDS
GLOBAL PRODUCT BRANDS
BRANDMADE
MARKS IN THE
GLOBAL MARKET
The benet for our customers:
Basis for sustainable developments
Successful brand architectures thrive on continuous, moderate adjust-
ments and carefully considered innovations. In our environment, worldwi-
de functionality plays an important role. Therefore, all aspects of global
meaning, easy pronunciation and visual adaptability are clearly structured.
MARK-MANs brand developments are client-specic and tailor-made. We
focus on convincing results and broad consensus also with regard to
service brands.
Branding Strategy
Corporate Brands
Product Brands
Corporate Claims
10 11
THE CONCEPT
OF
INTEGRATION
The foundation of our service in terms of concept and strategy for our cli-
ents comprises ve dimensions. The rst of them is outlined here: func-
tional cross-linking. The additional models refer to focusing, positioning,
operational integration and planning.
These proven tools are pragmatically developed. They emphasize a high
level of individualism on a completely secure foundation.
Corporate Strategy
Market Strategy
Communication Strategy
NAVIGATOR
PROACTIVE,
STRATEGIC
ORIENTATION
The MARK-MAN Navigator is a sophisticated tool for identifying funda-
mental relationships within the marketing environment. Besides carefully
monitoring the distinctive forces in technology, economy and the social
environment, we act accordingly towards an adequate understanding of
the consumer and of communication itself. The foundations are widely
empirically established. They enable us to jointly derive future-oriented
perspectives with our clients.
Market Surveys
Marketing Concepts
Workshops
12 13
A
GLOBAL
PERSPECTIVE
A network of functions for our clients
MARK-MAN offers thoroughly tailored services in the wide spectrum of
strategy-based marketing communication. One also might say: the cen-
tral role of communication in all marketing activities makes it easy to
identify the links in-between the functions and to manage them in an in-
tegrative way.
We proceed against the background of worldwide competition, which we
face up to ourselves, and which we mainly develop in a productive way
for our clients based on a tailor-made division of labor.
RESPONSIBILITY
AND
INTEGRATED FUNCTIONS
For around three decades the foundations of MARK-MANs spectrum have
been proven. The coordination between the functional areas which we ser-
ve for our clients is rmly rooted in vast practical experience.
Nevertheless, we are constantly striving for new perspectives. Our cor-
responding locations in Africa (Kenya) and Asia (Thailand) further our ef-
forts. Similarly, supporting activities within free intercultural and esthetic
projects cultivate our sense of openness.
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VentureSoul
THE CORPORATIONS
FUNCTIONING
IS
ITS OWN UNCONSCIOUS...
... to which it can only succumb
This provocative phrasing is intended. It expresses that there is an uncon-
scious drive in corporate activities which besides inevitable functioning
cant easily be described in positive terms.
We developed this concept while studying the economy of desire within
the categories of structural psychoanalysis. In principle, human desire
works in such a way that its intended satisfaction is to permanently drag
in things, which are economically only attainable as goods. Based on the
division of labor we all contribute to the goods production, and thereby
secure our individual income which is required to be able to operate in
the province of purchase and acquisition.
Wherever corporations act in the social eld they conquer territories
within the order of desire, whether producers of consumer goods, ca-
pital goods or raw materials. At the same time, preconscious as well as
conscious demands are linked to these activities.
The operating principle of the corporate unconscious is not inconsiderab-
ly oriented towards the unconscious of their shareholders and directors,
which is only to a limited extent independent from market-driven relations.
PRODUCTIVE
DYSFUNCTIONS
The category of the corporate unconscious reveals its meaning where
perceivable tensions occur. In such cases we can often see that forces
are bundled whose effects whether productive or not prefer to re-
main vague. It is well possible to integrate such arrangements into the
working procedures of strategically-based corporate communication as
these forces intend to express an individual meaning thus touching the
dimension of sense.
Correspondence of the unconscious
The unspoken fact of the corporate unconscious is the comprehensive
common ground of desire. At the same time this is a guarantee for gaining
basic acceptance of ones own intentions in at least a certain degree be-
yond the practical use for the parties involved.
Coaching
Integration
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A
COHERENT FORM
OF COOPERATION
Throughout all corporate divisions
MARK-MANs concept of strategy-based marketing communication
corresponds with the complete range of corporate functions. This
helps to adjust internal and external impacts and to intensify spillover
effects.
Human resources
We adjust the proven patterns of market communication to communi-
cate with existing and prospective staff members. This further com-
pletes the corporate image and helps to win over the general public.
Product development
We intensively work on customer demands and obtain feed-back sys-
tematically. Based on our experience this generates a wide variety of
productive advice for product development.
Controlling
The scope of marketing activities has an effect on the required bud-
get. Equally, if possible the concept should include a statement con-
cerning return-on-investment. We continuously try to take a clear po-
sition in this regard.
INSPIRATION,
MOTIVATING
TO ACT
For YOU.
For your clients.
For lasting development.
You want your products and services to succeed across the board. They
can do so if they follow the rules of integrated communication. MARK-MAN
is well prepared to support you in a way which seriously reects the con-
ceptual platform and continuously keeps an eye on the expansion stages.
The result will be a universal and consistent direction of your corporate
and product messages, whetting your customers and clients appetites
for intensive cooperation.
Make good use of economic benets
Opening up new alleys and similarly further developing well-established
paths this is MARK-MANs strategic impetus to bring your investment to
fruition on a market-oriented controllable communication platform.
* Working example:
Anita Jenkins and Ronnie Bhimjiani support
with their portraits a human resources recruiting campaign
for a leading company in industrial plants.
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MARK-MAN

MARK-MAN Ulrich Hermanns


Kaldenkirchener Strae 4
41063 Mnchengladbach
.
Germany
Phone +49 (0) 21 61 / 2 93 20 93
Fax +49 (0) 21 61 / 2 93 20 94
Mobile +49 (0) 1 75 / 5 04 19 22
info@mark-man.de
www.mark-man.de
Integrated Marketing-Communication
Strategy-based
Benchmark Performance.


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