Our Brand Mission Statement:
Fundamentally Different

Brand management is becoming more demanding. With today’s oversupply of content, brands not only have to earn loyalty, but they first have to earn consumers’ attention. Marketing itself must offer value, not just the product. In a transparent world, attitude leaves a more lasting impression than any campaign. Media diversity, asynchronous communication and personalized dialogue require content to be offered in a variety of ways that are linked with one another effectively. In this process, one thing becomes clear: the more radically the marketing world changes, the more necessary it becomes to lay a new foundation for brand management.

Starting Point for Something Bigger

A good brand territory is a lively place of interaction between people and brands. In order to live up to this claim, the development of a brand territory is based on four principles.

Shared

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.

Fertile

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.

Iconic

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.

True

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.