Optimierung der Markenkonsistenz: ein Einblick in das Management digitaler Marken
18. Januar 2024
Eine einheitliche Markenidentität über verschiedene Branchen hinweg zu pflegen, kann eine komplexe Aufgabe sein.
Eine einheitliche Markenidentität über verschiedene Branchen hinweg zu pflegen, kann eine komplexe Aufgabe sein.
Der Schweizer Online-Marktplatz Ricardo investiert in die Sicherheit und lanciert seinen neuen Treuhandservice Ricardo MoneyGuard für einen Rundum-Schutz beim Kaufen und Verkaufen. Durch die Integration der Bezahl-App TWINT als Zahlungsoption wird das Kauferlebnis auf Ricardo zudem noch einfacher und flexibler.
Die Schweizer Automobilbranche befindet sich inmitten eines grossen Wandels, der nicht nur durch neue Technologien, sondern auch durch globale Megatrends, wie beispielsweise dem Klimawandel, dem demografischen Wandel oder der Digitalisierung, geprägt ist. Doch wie genau beeinflussen diese Megatrends die Automobilbranche?
In the dynamic realm of technology, staying ahead necessitates more than just passive observation of trends; it demands active exploration, collaboration, and continuous learning. SMG’s X-Plore Days represent this commitment to innovation, knowledge-sharing, and the resilience required to future-proof our company.
AI has taken center stage in the world of technology, and here at SMG Swiss Marketplace Group, we’re not just keeping up, we’re actively futureproofing. Recently, our Executive Leadership Team (ELT) had the opportunity to dive headfirst into the exciting world of artificial intelligence in a workshop that left them inspired and ready to embrace the AI revolution.
Im heutigen digitalen Zeitalter ist die Cybersicherheit wichtiger denn je. Während wir den Monat der Cybersicherheit feiern, ist es wichtig, innovative Lösungen hervorzuheben, die sowohl unsere Mitarbeiter als auch unsere Kunden schützen können. Deshalb sind wir stolz darauf, dass SMG ein Teil der FIDO Alliance geworden ist.
Willkommen zum Monat der Cybersicherheit! Diese Woche tauchen wir tief in die heimtückischen Gewässer der Phishing-Piraten ein.
In der sich ständig weiterentwickelnden Welt des digitalen Marketings hat sich ImmoScout24 auf eine kreative Reise begeben, um die Markenbekanntheit zu steigern.
Eine digitale Markenpräsenz zu schaffen und umzusetzen, ist nicht einfach. Wenn man die Aufgabe bekommt, die Marke in einem physischen Raum zum Leben zu erwecken, muss man gewohnte Denkweisen verlassen und über den Tellerrand schauen.
Bei SMG haben wir uns auf Online-Marktplätze spezialisiert – einer davon ist Ricardo. Als Teil von General Marketplaces ist Ricardo mit seinem Auktionssystem einzigartig in unserem Portfolio und bekannt für sein Engagement für Nachhaltigkeit und wohltätige Aktivitäten.
SMG Swiss Marketplace Group AG gibt ihren Kundinnen und Kunden die besten Tools für ihre Lebensentscheidungen an die Hand. Das Portfolio umfasst Real Estate (ImmoScout24, Homegate, Flatfox, alle-immobilien.ch, Immostreet.ch, home.ch, Publimmo, Acheter-Louer.ch, CASASOFT, IAZI), Automotive (AutoScout24, MotoScout24), General Marketplaces (anibis.ch, tutti.ch, Ricardo) und Finance and Insurance (FinanceScout24, moneyland.ch). Das Unternehmen wurde im November 2021 von TX Group AG, Ringier AG, Die Mobiliar und General Atlantic gegründet.
Head of Design for Automotive
Introduce yourself and your role at SMG
I’m Marta Andreoni, Head of Design at SMG Automotive. I lead the design and UX writing team shaping AutoScout24 user experience.
In my role, I wear many hats. My main focus is ensuring we stay true to our vision “simplifying people’s lives and connecting humans through innovative digital platforms” and our brand promise, “make it happen”. I challenge my team to think user-first, push for innovation, ease of use for our customers and make forward-thinking decisions, even within business and technological constraints.
A big part of my role is supporting each designer’s growth, motivation, and career development. Through one-on-one coaching, mentoring, group work, and projects, I help my colleagues set and achieve their goals while fostering new learning opportunities.
What helps you feel empowered and confident in your role?
If I had to mention one thing I would say “being proactive” has been key to feeling more empowered. I enjoy solving problems, so when issues or opportunities arise, be it in the product, market or the team, I get curious and I proactively investigate the reasons and try to bring inputs to be discussed with others, this makes me feel I can be part of the process or solution and my point of view is going to be taken seriously. My optimism also plays a role, giving me confidence that even the most complex challenges can be solved.
Besides, having trust from other managers and colleagues makes me feel in a safe environment where I can take ownership on topics I’m passionate about.
What’s one thing SMG does well in fostering an inclusive workplace? What more can be done to amplify and support different perspectives in the workplace?
In my experience, we strive for balancing top-down and bottom-up inputs, ensuring employees can influence product directions, processes, and culture. People are approachable, and our strong feedback culture helps voices be heard. Across SMG, initiatives like regular People & Culture Surveys, topic guilds, and events in our locations across the world foster open exchange and mutual learning.
That said, I’ve noticed that quieter voices sometimes get less space, or interacting with top management can feel intimidating, especially when giving critical feedback. To make participation more inclusive, we could apply more facilitation and group work techniques like structured turn-taking, written input, and smaller group discussions – ensuring everyone, regardless of confidence level, seniority or personality, feels comfortable contributing.
Design is often about seeing the world differently. How do unique perspectives contribute to more innovative, inclusive, or impactful design?
Design is about understanding diverse user personas and perspectives to create solutions that truly meet their needs or create new opportunities. I believe in the power of collaboration to shape user experiences – bringing together different disciplines, backgrounds, and lived experiences helps challenge assumptions, uncover blind spots, and drive more inclusive, innovative, and impactful solutions.
Looking back on your career, what’s one lesson or piece of advice you wish you had known earlier as a leader in design?
There are three things no one really prepares you for as a design leader: dealing with constant change, facing failure and handling emotions at work. These topics aren’t talked about much until you face them. I was lucky to learn from others’ experiences, but much of it came through my own.
One thing I wish I had understood earlier is the power of emotional intelligence, my job is no longer about the content and the design, it is about people. Self-awareness, not just of your own emotions, but also how others feel and react, can be the difference between conflict and harmony, frustration and clarity. The more I grow as a leader and designer, the more I realise that design isn’t just about doing the design job, delivering solutions on the market: it’s about navigating people, their emotions, and making change more acceptable and transforming issues into opportunities, both within the organisation and through great products.
