Blog.

Many companies focus primarily on products, features, and target audiences. However, customers rarely choose a product simply because it offers more features or is cheaper. What matters most is the problem they want to solve in a specific situation, the expectations they have for a new solution, and the barriers standing in the way of making a switch. The Jobs to be Done Framework helps to better understand this perspective and draw informed conclusions for market research, positioning, and product development.

Rebranding is much more than a new logo. It is a strategic promise that must be reflected in language, behavior, and all touchpoints. This article explains when rebranding makes sense, why it often fails due to a lack of clarity rather than poor design, and the central role of the name in this process. The article also demonstrates how a creative idea can be transformed into a well-founded process that strengthens brands in the long term.

41% of the world's code is already AI-generated. With vibe coding, you describe what you need in natural language, and the AI delivers working code. What this means for marketing, sales, and operations: concrete tools, use cases, and a realistic look at opportunities and limitations.

A research team, including Clemens Ammann, has recently published an article in the esteemed Journal of Interactive Marketing. In it, they investigate a fascinating phenomenon on social media: consumers who independently defend brands against criticism. In this blog post, you will learn what lies behind this behaviour and how companies can strategically make use of these insights.

Sponsorship has long been more than just a logo on a band or a brief mention in the event program booklet. It's about relationships, emotions and lasting impact. Precisely these effects are, however, often difficult to measure. The challenge lies not only in collecting individual KPIs, but also in prioritising, interpreting and creating consistent, uniform reportings. A systematic sponsorship process forms the basis for consistently aligning sponsorship activities with corporate goals. A well-thought-out KPI dashboard complements this process, provides an overview and makes goal achievement, developments and optimisation potential visible. Anyone who can combine both gains the necessary transparency to effectively manage sponsorship and create added value in the long term.

Generative AI has long arrived in everyday life – but how well are companies truly prepared for it? This article explores why GenAI literacy goes far beyond technical know-how and how a structured survey can help make knowledge, usage, and attitudes visible. Featuring concrete real-world examples and an overview of how Flybridge supports organisations in building AI capabilities – from the initial assessment to agile pilot projects.

At the Swiss eGovernment Forum, Dr Clemens Ammann explored in his keynote how generative AI (GenAI) can bring real value to public administration – beyond the hype. Through a creative introduction and six critical hypotheses, he highlighted where opportunities, risks, and organisational challenges lie. The central message: it’s not the technology that determines success, but its strategic integration, the development of competencies, and the establishment of appropriate structures. GenAI is a cultural shift – not a self-starter.

How much time do shop consultants spend on specific tasks, and how successful are they in sales conversations? How long are customers willing to wait? What about staff idle time on the shop floor? Anyone who truly wants to understand day-to-day retail operations needs data – not just gut feeling. This is precisely where the activity survey comes into play.

The way you search for information is changing rapidly — particularly with the integration of web search into ChatGPT. For companies, this is not just about technology, but about concrete effects on decision-making. Precise, fast information is crucial, especially in critical phases such as high season. While traditional search engines often require extensive searching and refining, LLM-based search tools such as ChatGPT offer an efficient alternative: They provide structured, immediately usable answers to complex, context-rich questions. B2B companies in particular benefit from this, for example when looking for sustainable packaging solutions for Christmas shipments in Switzerland. This article compares LLM-based search with traditional Google search and shows how generative AI can optimize decision-making and provide companies with strategic advantages.

Our current survey in Switzerland sheds light on how marketing professionals perceive the use of generative AI and current marketing trends. Conducted among 139 marketing experts across Switzerland, the survey reveals which topics are currently shaping the industry.

At a time when companies must create not only economic but also societal value, the concept of Public Value is gaining increasing attention. But what exactly does value creation in the public sense mean, and how can companies effectively measure and enhance it?

In the latest issue of *YBusiness Magazine*, we report on our keynote session with BSC Young Boys. In a hands-on presentation, we demonstrated how generative AI can support YB – from optimising tactical strategies to exploring innovative approaches for fan engagement. Both the opportunities and challenges of the technology were at the heart of the discussion.

In a time when customer feedback is invaluable, customer panels provide businesses with a unique opportunity to gain deeper insights and make data-driven strategic decisions. But what exactly makes customer panels so valuable, and how can they be implemented effectively?

On 18 December 2024, 125 marketing experts from SBB gathered in Bern to explore the highly topical subject of generative AI (GenAI). As part of the renowned NEXT format, Flybridge Co-CEO Dr Clemens Ammann delivered in-depth insights into the challenges and opportunities presented by this disruptive technology.