How important is the territory for all concerned?
Territories exist even without a brand. But brands can earn their place by interacting with people. Shared values, issues and activities form the basis of these relationships. The strength of a brand is measured by its role in the lives of the people who share its territory.
How can the territory be filled with life in the most versatile way?
Balancing integrity and flexibility is essential today. Brands must be able to address current issues and make their position clear. They must also be foresighted and provide attractive content 365 days a year. A fascination for the territory must always be tangible – at every point of contact.
How distinctive is the territory and everything that happens in it?
In a world of media overload, marketing requires more than just setting guardrails. It’s crucial to set up iconic landmarks – content and presentations with the potential to have a lasting impact on the image and history of the brand.
How true can the brand remain to itself in this territory?
Authenticity forms the foundation of a brand’s success. And yet a brand’s credibility is not only anchored in its history. It has to be filled with life every day – in the product, in the company’s conduct as an employer and in its customer service. This requires not only content, but also internal process and cultural change.
The Journey to the Territory
Stage 1: Exploring the world
The real value of a brand can be seen in how it fits into people’s lives. It is important to recognize the various aspects of this interaction, while taking on new perspectives, revealing hidden things and keeping an eye on the world of tomorrow.
Stage 2: Understanding the terrain
If you want to effectively manage a brand in a complex world, you need to understand the dynamics that drive both of these factors. From the wealth of information available, this step reveals essential characteristics, points out correlations and identifies other significant aspects.
Stage 3: Finding a home
Success needs one thing above all else: room for development. The aim of this step is to arrive at a common view of what holds the brand together at its core – and then to define playing fields on which the brand can expand.
Stage 4: Discovering the territory
This step explores the potential of possible territories. Choosing the most fertile soil helps achieve a varied and vivid target image.
Stage 5: Reviving the territory
A territory is not a condition, but a dynamic habitat. This last step identifies potential for content, interaction and channels – to help you use your own resources effectively.