heise medien
Growth needs clarity: sharpened positioning for c't and heise online increases focus and relevance
Clearly separated brand roles:
Precise roles for c't and heise online give editorial and product teams a clear sense of direction.
Precise audience focus:
Data-based, interest-led audience profiles make it possible to tailor content and offerings precisely.
Structure in the digital ecosystem:
A consistent brand logic reduces overlap and creates clarity for new offerings.
A foundation for digital development:
Clearly defined brand and audience profiles create the basis for new formats, products and revenue potential.
heise medien is one of the most influential tech media companies in the German-speaking world. With heise online as the leading destination for daily tech journalism and c’t as one of the most respected computer magazines, these brands have reached millions of people for decades.
Over the years this has grown into a broad digital ecosystem of news, reviews, magazines, events and other offerings. As the portfolio grew, so did thematic overlaps, parallel formats and differing assumptions about audiences — factors that made day-to-day decisions harder and orchestrating the brands more demanding.
Together with heise medien, we sharpened the roles of heise online and c't, defined audiences precisely through an interest-based logic and developed guard rails for content, formats and digital products.
The result is a clear, actionable brand model that provides orientation, makes prioritisation easier and offers a solid basis for developing offerings, formats and digital business models.
Clearly defined brand roles
We sharpened the positioning of c't and heise online from the ground up and made clear what functional and emotional role each brand plays in the digital ecosystem. That new clarity helps editorial, product and management make decisions faster and align content deliberately. It allows both brands to make their respective strengths more visible and to stand apart from each other more distinctly in the market.
Interest-based audience profiles as a new foundation
With interest-based customer profiles (ICPs) we developed a data-based audience logic that reflects real usage needs and situational interests far better than classic personas. The ICPs show which user groups are drawn more to c't and which prefer heise online, and why. That creates a clear basis for developing content, formats, subscription offers and products that are genuinely relevant.
Clear value propositions and points of differentiation
For both brands we developed precise value propositions and points of differentiation that show the concrete value c't and heise online create for their respective audiences. This gives the brands an unambiguous editorial direction that strengthens relevance and allows a clear distinction in the market.
Concrete work packages for implementing the sharpened brand positioning
Together with heise medien, clear next steps were defined for bringing the new brand and audience profiles into the organisation. The work packages range from portfolio analysis and format decisions through community approaches to product ideas and editorial enablement measures, and form the roadmap for delivery.
Our Services for a Successful Collaboration
The project was built on a structured process that connected insights, strategy and collaborative alignment. Research, workshops and strategic conclusions were interlocked so that clear brand positionings could emerge for heise online and c't. The results are evidence-based, actionable and geared directly towards the digital development of both brands.
Research and analysis of the brand and product portfolio
We began by examining the existing ecosystem of heise online and c't, including content, formats, audiences and market positions. The analysis made visible where overlaps exist, where there is potential to differentiate and how both brands are used today.
Workshops with editorial, product and management
In a series of facilitated workshops, expectations, strengths, subject areas and target pictures were developed together. The process ensured that editorial, product teams and management built a shared understanding and that the results are broadly anchored.
Development of brand roles, value propositions and points of differentiation
Drawing on all the findings, we formulated clear brand roles for heise online and c't. At the same time we derived precise value propositions and differentiating features that describe what each brand offers its audiences.
Development of the interest-based audience logic (ICPs)
With interest-based customer profiles we developed an audience structure that reflects real information needs. The ICPs help editorial and product teams align content, formats and offerings precisely with relevant usage situations.
Definition of concrete work packages for delivery
Finally, we jointly defined clear next steps for carrying the new brand profiles into the organisation and its products. The work packages cover portfolio analysis, format decisions, community approaches, enablement measures and initial product ideas for both brands.
Let's move your project forward together!
We look forward to your challenge.
