News in the Spotlight

Mobile compass: on a discovery tour with the BMPK app

Do you already know our BMPK24 app? It's like a mobile compass that will guide you safely through the congress & trade fair. The free app gives you an overview of all exhibitors and the complete event program. You can put together your own agenda of training courses, workshops and lectures in your personalized calendar. The app also informs you about the latest news and event highlights via push notifications. So you are always up to date and never miss a thing! The app is available in the Google Play Store and the Apple App Store. Simply download it - so you always have all the information conveniently with you on your cell phone!

Download app

Good preparation is everything: New sample exams for PRINCE2 7

In our Download Center you will now find the latest sample exams for PRINCE2 7 Foundation and PRINCE2 7 Practitioner - including all solutions and explanations. Ideal for anyone who wants to take a look at real exam questions and test their knowledge. Because if you are well prepared, you will be confident in the exam!

By the way: Our PRINCE2 exams will also be available in German from the end of February - early March at the latest!

Discover sample tests

Classroom training in the most exciting cities in Germany

In the last issue of MAG, you read about the great feedback from our training participants. Now you want to see for yourself? Then why not combine an exciting short trip to a vibrant German metropolis with horizon-expanding training in your field!

In addition to numerous live online training courses, we also offer face-to-face training courses in our modern, centrally located premises throughout Germany. Here is an excerpt of the next guaranteed dates:

  • Düsseldorf: February 22-23 ITIL 4 Foundation, February 26-28 PRINCE 2 Agile Foundation
  • Munich: February 26-27 ITIL 4 Foundation, March 4-7 PRINCE2 7 Compact
  • Berlin: February 19-20 Scrum Master & Product Owner, March 11-15 ITIL 4 Compact

You can enjoy a particularly large selection of training courses at our headquarters in Bad Homburg near Frankfurt, where you will also be accommodated in our comfortable boarding house. Take advantage of the double opportunity for your professional advancement in on-site classroom training by continuing your education and at the same time making valuable contacts, exchanging professional ideas with colleagues and taking fresh impulses home with you!

Click here for all locations

Agile and project management

PRINCE2® 7 exams: Now also available on paper

Until now, you could only take your exam with us online. This has now changed: In response to popular demand, we have introduced paper exams for our PRINCE2® 7 face-to-face training courses! With this option, you take your written exam together in the seminar room on the last day of the course. The online exam is of course still available - for those who need more study time or prefer to take their exam from home. Both options are now available in the booking process. All you have to do is decide!

To the PRINCE2 7 training courses

New in the blog: What is a Scrum Master?

Problem solver, process optimizer and mentor in one person: the Scrum Master plays a crucial role in the introduction and implementation of agile work processes. But what exactly do they actually do in their job? Our latest blog article provides insights into the diverse tasks and skills of a Scrum Master. Find out more about their role and the qualities that characterize a successful Scrum Master!

Read now

Agile leadership: The role of managers in agile teams

In the dynamic world of modern corporate management, agility is becoming increasingly important. Agile methods have not only found their way into project management, but also into the organizational structure itself. The management level has a decisive role to play here. Read here how managers in agile teams can promote an agile culture and optimize collaboration:

1. introduce and train agile methods

Managers should not only introduce agile methods, but also ensure that their teams receive the necessary training. This enables team members to understand the principles and practices of agility and integrate them into their daily work processes.

2. be a role model and exemplify values

The foundation of agile leadership is a deep understanding of agile principles. Managers should not only be familiar with methods such as Scrum or Kanban, but should also actively exemplify values such as openness, transparency, collaboration and continuous improvement. By demonstrating these values in their own behavior, they create a positive example and motivate the team to adopt these principles as well.

3. communicate a clear vision and goals   

Agile teams need a clear vision and goals in order to work effectively. Managers should communicate the company's goals transparently and ensure that agility is anchored at a strategic level. This enables the teams to better align their work with the overarching goals.

4. enabling and empowering instead of controlling 

Traditional management concepts often focus on control and hierarchies. Agile teams, on the other hand, are all about enabling and empowering. Managers should create the framework conditions in which teams can work autonomously. This requires a change in thinking - away from micromanagement and towards a culture of trust and personal responsibility.

5. promote self-organization          

Managers should give their teams freedom and encourage personal responsibility. This means that teams can make decisions at the level at which the knowledge is best available. Managers should be supportive and remove obstacles. Here, they play the role of mentors and coaches who support the teams in developing their self-organization.

6. focus on interdisciplinary cooperation   

Agility emphasizes collaboration between different disciplines and departments. Managers should ensure that collaboration across silos is encouraged. This can be achieved through regular interdisciplinary meetings, joint projects and an open exchange of knowledge and ideas.

7. see mistakes as an opportunity to learn         

In agile environments, learning from mistakes is essential. Managers should create an environment in which team members can talk openly about mistakes without fear of punishment. Mistakes should be seen as opportunities for further development and improvement.

8. encourage continuous feedback

Continuous feedback is an essential component of agile collaboration. Leaders should foster a culture where constructive feedback is given and received. This helps to improve collaboration and enables teams to continuously adapt and grow.

By pursuing these approaches, managers can promote an agile culture in their teams and optimize collaboration. This not only creates a more flexible working environment, but also helps teams to react more quickly to change and drive innovation.

Agile trainings that inspire

Service Management

Looking for an ITSM tool? What you should look out for

A new ITSM tool is needed - what now? The choice is huge and the search for suitable solutions usually takes a lot of time and effort. You can save yourself this by using ATV-certified tools!

What is ATV and what advantages does the seal of approval offer me?        

The Accredited Tool Vendors program (ATV) was developed by us in cooperation with ITIL rights holder PeopleCert. It gives tool vendors the opportunity to have their software checked for ITIL 4 conformity and their organization for ITIL4 know-how. SERVIEW is an official ATV assessor, scrutinizes potential candidates and checks whether the high quality standards are met. Only then does the tool receive the official ATV seal of approval: it confirms that the basic ITIL processes are covered and that the tool provider has professional teams that further develop and improve their products in accordance with recognized best practices. So you always make a good choice with ATV-certified software! You can find a list of all companies that carry the seal of approval here:

Excellent tools

6 sessions in May: Find the right tool provider!

Good news for all those who don't want to wait until September for our traditional software speed dating formats: Did you know that there is a small version of the ITSM-TOOL MEETUP at BMPK24? Here you can expect six software manufacturers, six tables, six 45-minute sessions and an energetic atmosphere. Take the opportunity to get to know well-known tool providers and their solutions up close, ask questions that are burning under your nails and start a conversation! With the Nugget 2 and Nugget 4 ticket variants, you can also select the ITSM-TOOL MEETUP as part of the Pony Express.

Discover nuggets

ITSM & ITIL 4: What's the difference?

Both terms are ubiquitous and closely linked in the world of information technology. But what is the difference between ITSM and ITIL 4? SERVIEW brings light into the darkness.

  • Abstract versus specific: ITSM is the broad concept that describes the general management of IT services, while ITIL 4 is a framework that provides specific guidance and best practices for implementing ITSM.
  • Agility and flexibility: ITIL 4 emphasizes the importance of agility and flexibility in IT service delivery. It encourages organizations to adapt to change and respond more quickly to customer needs. ITSM is less explicit about agility.
  • Service Value System: ITIL 4 introduces the concept of the Service Value System, which provides an end-to-end view of creating value for the customer. This system includes various elements such as service value chain, practices, guiding principles and governance. ITSM has no comparable structured system.
  • Guiding principles: ITIL 4 defines seven guiding principles that serve as the basis for effective ITSM implementation. These principles include a focus on the customer, collaboration and continuous improvement. ITSM has no comparable guiding principles.
  • Service Value Chain: ITIL 4 introduces the Service Value Chain, which represents the process of service value creation from the idea to the provision and improvement of the service. ITSM does not have a comparable structured representation.
  • Practices: ITIL 4 includes 34 specific practices that cover organization-wide activities and tasks for creating, delivering and managing services. ITSM has no set practices, but relies on best practices and standards.
  • Adaptability: ITIL 4 encourages organizations to adapt practices to their specific needs, whereas ITSM is more generic and less explicit about customization.

In summary, ITIL 4 is a specific methodology within the overarching concept of IT service management and is characterized by a stronger emphasis on agility, customer focus and modern best practices. ITSM is the more general concept of IT service management and can be interpreted and implemented differently in different organizations and contexts.

Four untruths about ITIL 4

Not everything that is circulating about ITIL 4 is actually true. We debunk four misconceptions - and provide the answers right away.

1. "ITIL has lost its appeal."

On the contrary! "ITIL is still the most widely used framework in the world," says Markus Bause, Vice President Products at ITIL owner PeopleCert. "ITIL is extremely successful, the training courses have had growth rates of 15 percent in the last two years - more than in the last ten years!"

2. "ITIL no longer helps me at all in my daily work."

Every now and then you hear that ITIL has developed into rocket science and is no longer sufficiently "basic": ITIL had lost ground, tangible practices were missing. In fact, ITIL qualifications in recent years have increasingly focused on the tactical level (Managing Professional) and the strategic level (Strategic Leader). However, this gap has now been closed: With the Practice Manager, newly introduced in 2023, there is an important third focus on the operational level. This certification is suitable for anyone who wants to delve deep into the practical implementation of ITIL: Here you will learn everything about the 15 most requested practices. More practical relevance is not possible!

3. "ITIL certificates are only valid for 3 years."

Correct: Since 2023, all ITIL certificates have a renewal date. This means that ITIL certificates are only valid for three years, after which you should refresh your knowledge. "We want people to continuously engage with ITIL and develop it further," explains Markus Bause from ITIL rights holder PeopleCert. The aim is that you can use your certificate to prove that your know-how is up to date when applying for a job, for example - after all, the IT world is changing rapidly. Important: There are no consequences if you do not renew your certificate. It does not lose its validity and will continue to be recognized for advanced courses. The certificate will simply no longer be up to date.

4. "Renewing my certificate is time-consuming and costs a lot of money."

No, a renewal is not rocket science. The following options are available:

  • You repeat your original exam before the renewal date expires - but you won't learn much new.
  • Alternatively, you can take an exam from the same product family, e.g. choose a single ITIL Practice. The training is inexpensive and only takes one day.
  • You forgo an exam and instead collect CPD points - by reading books, attending events such as the BMPK, etc. You need 20 CPDs per year for three consecutive years.

As you can see: The effort is limited - and you will be rewarded with fresh knowledge.

Get started with ITIL knowledge


The symbiosis of IT & business for corporate success

Companies that put their IT and business teams in separate silos risk inefficient processes, delayed projects and disappointed customers. But how can the gap be bridged and unity created between IT and business?
Madlen Lipski, Management Consultant at SERVIEW, has the answers.

What is the problem?

The typical separation between IT and business units in many companies often leads to a number of problems:

  1. Silo formation: Communication and collaboration between departments is hindered, leading to misunderstandings and inefficient processes.
  2. Delayed project execution: Without effective coordination between IT and business, projects can be delayed, which in turn affects customer satisfaction and the company's success.
  3. Higher costs: Duplication of work and a lack of coordination can drive up operating costs.
  4. Lack of customer satisfaction: If the needs of the business and customers are not properly understood and met by IT, this can lead to lower customer satisfaction.

What could be the solution? 

The solution lies in building a common culture and unified business units that promote close collaboration and communication between IT and business:

  1. Shared vision and goals: Develop a shared vision that integrates both technological and business goals.
  2. Involve both sides in the decision-making process: Integrate representatives from IT and business into decision-making processes to get a broader perspective and better solutions.
  3. Promote training and knowledge sharing: Organize training and workshops to improve understanding and knowledge of each other's areas.

How can we tackle this?

There are concrete steps to improve cooperation between IT and business:

  1. Establish mixed teams: Form mixed teams of IT and business employees to master projects together and benefit from the different perspectives.
  2. Use technology to improve collaboration: Use collaborative technologies and platforms to promote communication and collaboration between IT and business.
  3. Invest in change management: Invest in change management to successfully manage change and promote the acceptance of new ways of working.

What is the benefit for companies?

A strong symbiosis between IT and business offers numerous advantages:

  1. Greater efficiency: Improved communication and collaboration allow projects to be completed faster and more efficiently.
  2. Promoting innovation: A shared culture promotes innovation and enables companies to respond better to market changes.
  3. Improved decision-making: By incorporating IT and business perspectives, you arrive at more holistic decisions.
  4. Greater customer satisfaction: Close coordination between IT and business leads to better fulfillment of customer requirements.

So by bridging the gap between IT and business, we create a foundation for sustainable business success and an agile, responsive organization that is ready to meet the challenges of the digital era!

Agile transformation: we are ready to go the distance with you!

Do you want to position yourself as an agile company in order to adapt optimally to the rapidly changing business world? Congratulations: agility can increase productivity, accelerate product development and improve employee satisfaction. However, this does not happen in just a few days, but as part of an extensive transformation process - and this requires careful planning and implementation. We are happy to support you in this!

Our agile experts are experienced professionals who have worked in a variety of industries and specialize in integrating agility into corporate culture. With us as a partner at your side, you get:

  • A customized strategy for your agile transformation that is tailored to your specific goals and requirements
  • A comprehensive training and coaching program to prepare your employees for the agile way of working and develop their agile skills
  • Support in the design of agile teams and processes, including the selection of suitable agile methods and practices
  • Support in the development of an agile culture and a suitable mindset, including change management and employee participation

We help you to make the transformation process effective and smooth and to fully exploit the benefits of agility for your company. Take advantage of our expertise and experience to successfully implement your agile transformation and make your company fit for the future!

Start an agile journey

Sales legend Hilmar Stock: "I'm delighted to be back"

You always see each other twice in life - and indeed: Hilmar Stock left SERVIEW in 2017 and is now back in consulting sales. How did this come about and what are his plans? He explains in a big interview.

You are no stranger to SERVIEW, having worked for them before. Why are you returning now?

Hilmar Stock: "My decision to part with SERVIEW was not an easy one at the time. For this reason, I continued to observe the company from a distance and followed its development. A lot has happened at SERVIEW in recent years; the fact that it has delivered a stable business over the years and has come through all the crises speaks for quality. In addition, SERVIEW is still perceived as an innovator in the market and stands for stability and continuity. That has its appeal.

The opportunity to shape the space in which I work, to influence interaction and communication, adds to this. In contrast to large American corporations, the speed of adaptation to new requirements from the market is many times faster here. Innovation can be introduced into the portfolio via short channels - that makes things interesting for me."

You spent 7 years at SERVIEW, then moved on to new challenges. Now you are returning after 7 years. Coincidence - or does the number 7 play a special role in your life?

Hilmar Stock: "Oh, that's an interesting question. I haven't thought about that yet. When I spontaneously go through my CV, the number 7 actually comes up more often. Once I've decided on something, I stick with it and put a lot of energy into it. Maybe that's why it somehow always ends up being 7 years. Even before my SERVIEW time, I was with a competitor for almost 7 years and if I think back even further, it was actually 7 years before that too. Maybe I need to take another look at that!"

What do you want to achieve at SERVIEW?

Hilmar Stock: "SERVIEW is a strong brand and there is clear potential for consulting services within the customer landscape - this will not have changed in the meantime, quite the opposite. Our world is turning faster and faster and complexity is constantly increasing. The impact of a management decision is also becoming visible much more quickly in the context of the value added within the organization. This can go well, but it can also go completely wrong. The new digital business models are no exception and, at the end of the day, deliver the same issues.

I don't want to use the term "digital transformation" at this point. This overall picture requires adapted consulting formats and extended approaches in order to answer our customers' problems and questions quickly and accurately. Together with my specialist colleagues, I would like to develop these formats and offer them within the customer landscape. Of course, this also includes customers who have not yet been included in the customer portfolio, i.e. genuine new customers. In doing so, I will make a point of only presenting offers where there is a good balance between use and benefit. If DIFFERENT applies from the company claim, then I look forward to further boosting the consulting business with bold ideas."

Sales is your passion. How do you want to inspire customers for consulting?

Hilmar Stock: "This question leads me to another question: When do we as customers feel comfortable in a sales situation, what makes us feel good or not so good? What makes a company interesting for us and when do we place our trust in the provider? When are we ready to open our wallet or sign the order? In translation, this means the following for me: Of course, professional competence must be tangible and old virtues such as punctuality, commitment and honesty are far from obsolete. For me, this is part of the basic quality. Our customers need clarity. "How do I tap into the potential lying dormant in the organization and how do I reduce complexity?" is the question I am asked most often. SERVIEW consulting must answer this question. In the first step, it is not about lengthy projects that deliver some kind of result at some point, which at this point in time hardly fits the prevailing situation. Customers should feel supported by consulting and not hindered by it. This requires much more pragmatism than process models that have been styled down to the last bit. Which is not to say that "be agile" is the answer to all questions.

If I think this through to the end, it can lead to a series of lean "pocket services", the main aim of which is to understand very quickly what really makes the customer tick and what helps them effectively and measurably, creates trust and provides reliable answers from initial initiatives and kick-off projects. I will attempt to transfer the basic principles to consulting sales and make them applicable to SERVIEW. And if we then succeed in credibly conveying this spirit to the market and this spirit can be experienced in day-to-day business, then our customers will never regret their decision to work with SERVIEW - quite the opposite."

You will be live on site at the SERVIEW Summit BMPK in May. Are you already looking forward to it?

Hilmar Stock: "Oh yes, BMPK has always been great cinema. Once - it must have been in Bad Neuenahr - we had two Renault Twiggy cars as the main prize in the lottery drum; electric cars were still very innovative back then. When the two cars were delivered, our curiosity was so great that we drove off in them without thinking. It wasn't until much later that we realized that these things weren't even allowed on the road ...

But seriously: BMPK is pure community. In my opinion, SERVIEW sets up a great stage and a super program. It's up to the customer to decide how much they want to get involved. Of course, I'm keen to make a professional contribution to the BMPK myself. I already have a few good ideas! Maybe I'll even meet customers from my "old days" there, that would be great. And I seem to remember that there was also a small "party mile" on the outskirts. As I said, BMPK is always a great event. I'm really looking forward to being there again!"

Press release: Consulting remains on course for expansion

"Our consulting division is growing and growing: in the past year, SERVIEW's consulting portfolio has once again grown significantly in size and relevance with the three main areas of ITSM, project management and agile. With Hilmar Stock, our consulting sales team is now also experiencing an extra dose of power: Hilmar is a passionate salesman, has an incredible amount of experience and a good dose of self-confidence. He is a real fighter and will give our consulting expertise the stage it deserves. Welcome back, dear Hilmar - I'm delighted that you're back on board!

And because theory and practice only work together, we continue to train specialists in our training courses who put their knowledge into practice in companies. This completes the cycle: consulting is not possible without training, everything is interlinked. That's why a holistic approach is so important to us at SERVIEW! For me, this also includes important industry events such as the Service Management TOOL MEETUP or the BMPK: they help to get into conversation and get to know tools, promote exchange among each other and thus increase learning success. Everyone benefits from this!"

Yours Michael Kresse, Owner & Managing Director SERVIEW GmbH


Your ticket for 3 days of Wild West adventure

With the BMPK Nugget 3, you get a whole package full of expertise and fun that makes the congress and expo an unforgettable experience:

Get started with one of seven workshops that will immerse you in an interesting topic for a whole morning: Decide between the ITIL 4 Overview, the ITSM simulation Apollo 13, agile methods, Scrum, OKR, Design Thinking or Storytelling!

Afterwards, you will have the whole day to listen to rousing keynotes and captivating specialist presentations by renowned speakers and visit over 50 renowned exhibitors for IT best practices.

At 6:30 pm, the Peter Maffay Foundation's Walk & Run will start, in which you can either actively participate or cheer on the brave runners from the sidelines. The 7-kilometer route leads through the wonderful landscape of the Odenwald.

Afterwards, relax at the Round Up & Bonfire, the Wild West-style networking event: here you can barbecue between barrels and campfires in an authentic atmosphere, throw horseshoes and make interesting contacts at the saloon bar.

You can use the next day to deepen your new contacts and receive fresh impetus in rousing presentations. The crowning finale of the BMPK Congress is our Wild Wild Best Party, for which the Congress Hall will be transformed into a Western town. Themed outfits are welcome here! To get the western party train rolling, the legendary country band "Truck-Stop" will heat things up on stage.

Nugget 3 at a glance: 0.5 days workshop + 2.5 days main congress & expo

  • Access to the main congress from May 15 - 17, 2024
  • Participation in a half-day workshop of your choice on May 15, 2024 from 9:00 a.m. to 12:00 p.m.
  • Access to the BMPK-Expo from May 15 - 17, 2024
  • Book "PRINCE2 7th Edition" as a German print edition worth € 99 as a gift
  • Participation in the Peter Maffay Foundation "Walk & Run" on May 15, 2024 from 8:30 a.m.
  • Access to the Round-up & Bonfire on May 15, 2024 from 7:30 pm
  • Access to the Wild Wild Best party on May 16, 2024 from 7:00 pm
  • Free shuttle service for arrival and departure
  • Break catering and lunch buffet

Secure 20 % early bird price

Student rate: Europe's biggest IT expo for just 19 euros

Do you know young people who are studying business informatics or are otherwise pursuing a career in IT? Then pass the word: we are now offering student tickets at a reduced price for one day at our BMPK Expo. For just 19 euros, budding IT experts have the chance to make valuable contacts that can make it easier for them to start their careers later on. They will come into contact with major IT companies and learn about the latest trends and developments directly from the software manufacturers. Pupils, trainees and teachers also benefit from our student rate!

Please note: Proof of authorization must be presented on site on the day of the visit. We accept: Certificate of enrollment, student ID, AzubiCard, confirmation from the (university) school.

Book & save

Free webinar: Hands on BMPK24 for all exhibitors and those who want to become one

On Friday, February 9, 2024, we will warm up together for the SERVIEW Summit BMPK24: From 11 a.m. to 12 noon, we will reveal in our free webinar "Hands on BMPK24" how you as an exhibitor can get the most out of the big expo and successfully present your company at the trade fair. How do you attract the most specialists and managers to your stand? What strategies can you use to attract new customers? And what advantages and sponsorship opportunities do we have in store for you as an exhibitor? You will have the opportunity to ask questions in the open discussion round at the end. Take advantage of this important preparation, it will be worth it!

Register free of charge

IT marketing

IT in the spotlight: How to increase your visibility with SEO and SEA

In the endless expanses of the internet, the art of being found is crucial to your success. Welcome to the world of SEO and SEA, the two powerful pillars of digital visibility! Here we tell you what the two terms mean - and how to make the most of the strategies to maximize your digital presence.

What is SEO?

SEO stands for "Search Engine Optimization" and refers to a set of practices and techniques aimed at improving the visibility of a website in the organic - i.e. non-paid - search engine results. The main goal of SEO is to increase a website's ranking in search results in order to attract more organic traffic. Technical optimization includes aspects such as improving loading times, mobile optimization, secure website (HTTPS), structuring of data and other factors that influence search engine friendliness.

The selection of the right keywords, which are entered by users in search engines, is crucial. Integrating these keywords into the text helps to increase relevance for certain search queries. Creating and publishing relevant content is an important part of SEO. Search engines prefer high-quality content that offers users added value.

SEO is an ongoing process, as search algorithms are constantly evolving and the competitive situation is changing. Successful SEO therefore requires continuous adaptation to the latest developments and constant improvement of the website.

What is SEA?

SEA stands for "Search Engine Advertising" and refers to paid advertisements that appear in the search results of search engines. In contrast to SEO, which is based on organic search results, advertisers pay to be placed prominently for certain search queries.

The best-known form of SEA are the ads in Google's search results, which are known as "Google Ads". Here, advertisers can place bids for specific keywords - the ads are then displayed at the top or bottom of the results page when users search for the selected keywords.

The interaction of SEO and SEA

SEO is comparatively inexpensive, but takes some time to take effect. Once a certain ranking has been achieved, this position is usually sustainable. SEA, on the other hand, is more expensive, but the success is immediate and lasts as long as the advertising is paid for.

SEO and SEA complement each other and should therefore ideally be used in parallel, because with them

  • reach exactly your target group
  • increase your visibility
  • you are at the top of the search results
  • Generate high-quality leads
  • you can win new customers.

UnitedCreation will be happy to push your search engine marketing and create a customized SEO-SEA strategy for you!

Bring on the strategy

The Innocent Archetype: Virtuous Optimist

After Ruler and Rebel, it's time to get a little more down-to-earth: part three of our series is all about the Innocent archetype, which plays a special role in the IT industry. In a world increasingly characterized by technological complexity, it offers a return to basics - promising ease of use, reliability and a hassle-free technology experience.

Important features:

  • Above all, the innocent stands for simplicity: products and services that represent this archetype are intuitive to use and easy to understand - even for those without technical know-how.
  • Another key characteristic is transparency. Companies that embody this archetype communicate openly about their products, services and business practices, which creates trust among customers.
  • Optimism is also a key element of Innocent. In a world characterized by technological challenges and complexity, these brands offer a positive and uncomplicated vision of technology.
  • In addition, the innocent is characterized by a pure and moral attitude. IT companies that adopt this archetype emphasize their commitment to ethical practices - be it in terms of data protection, sustainability or social responsibility.

All of these features together create a brand identity that is particularly appealing in today's fast-paced and often overwhelming technological world.

Influence on customers and branding

The Innocent has a striking impact on the way customers perceive and interact with IT brands. By focusing on the core aspects of technology and communicating these in an understandable way, these brands create a direct and emotional connection with their customers.

The archetype of innocence allows IT companies to position themselves as accessible and user-oriented. This is particularly important in a sector that is often perceived as abstract and inaccessible. Brands that use this archetype are often those that are characterized by clear language and minimalist design. This helps them stand out from the technical and complex nature of their competitors.

In an industry characterized by rapid change and innovation, emphasizing simplicity offers a welcome change for customers who are overwhelmed by excessive complexity. This approach can be particularly effective in appealing to non-technical users who are looking for understandable and reliable solutions.

In the future, the archetype of innocence could become even more relevant, especially in a world where consumers increasingly value privacy, ethical business practices and social responsibility. IT companies that integrate this archetype into their marketing strategies can position themselves as pioneers in an era where honesty and transparency become key factors for market success.

Examples of brands that successfully use the rebel archetype include companies such as Nintendo Wii, Dove and Evian.

What is the archetype behind your IT brand?

Find out - with archetypal brand positioning from UnitedCreation! In the workshop, agency head Andreas Lehnert introduces you to the archetype model, locates your brand between the different poles and works with you to identify your archetype. Both the values of your company and the character traits of your brand translated from them play a role here. You will also be given methods for bringing your archetype to life.

I want my brand to shine

Looking for a speaker with stage presence? Found an expert!

Are you looking for an experienced speaker for your corporate event or online stream, or do you want to enrich a congress or trade fair with innovative content? If anyone knows how to captivate his audience, it's Andreas Lehnert, founder and managing director of the IT marketing agency UnitedCreation: before his time in the marketing world, he performed as a professional guitarist on stages all over Europe. Today, he combines his creative talent with business acumen and shares his knowledge in captivating presentations:

  • In it, Andreas Lehnert combines neuromarketing principles with IT marketing strategies, offering a unique perspective on both areas. In his presentations, he sheds light on how this combination opens up new avenues in IT marketing and shares insights that go beyond traditional approaches.
  • Another focus is on archetypal project marketing: Andreas Lehnert knows how to successfully sell project ideas and visions, create a positive image and provide communicative support for transformation processes.

As a lecturer at the DHBW Karlsruhe, he has been imparting knowledge about archetypal brand positioning since 2022 and also regularly holds brand workshops, webinars and presentations. Andreas' lectures are an enrichment for every IT event and offer participants valuable insights into innovative marketing approaches!

Tell me more

Psst: At BMPK24 you can experience Andreas Lehnert live in action - as a speaker and workshop leader.

The next issue will be published on

March 14, 2024