Brands have to
with regards to society and the environment, culture and nature, the alien and the familiar. Those who exploit natural resources and ignore pressing social issues can’t develop a sustainable positioning. Responsibility is key for sustainable brands.
Brand technology is today’s most effective economical tool. Brands increasingly define objectives and values of companies. They differentiate, offer potential for identification and secure long term economical success. Up to 80% of the market value of a company are solely affected by the brand. Even if not every enterprise displays its public image as a brand, the brand technology offers important tools for an efficient communication.
Social transformation and changing ecological conditions demand a new definition for the term brand. Values such as purpose, quality of life and responsibility gain significance. Germany’s most senior futurologist Horst W. Opaschowski is of the opinion: “The markets of the future are going to be markets of meaning”.
Taking the lead from this new situation and also taking the current challenges on board it is essential to incorporate economical, social and ecological factors. At the heart of any brand strategy lies an added value concept which combines classical brand development with a sustainable strategy. The result of this combination is an iterative control model for small and middle class businesses, for NGO’s and entrepreneurs. In this model, value-based and meaningful economical activity forms a strategic unit with economical objectives.
Without the definition of a purpose, without delivering an answer to the question “why and for what reason one is an entrepreneur”, business models are not fit for the future. In former days it was enough to provide a man with a car and hence finally increase his mobility or to lend him a machine with which he could more easily plow the fields – however today, in times of extreme choice and confusion the question of what matters has to be asked in a new and different way. It is not sufficient anymore to push products or services into the market by communicational overload: enterprises and their brands have to demonstrate their attitude with regards to society and environment, culture and nature, the foreign and the own. As partners within a social discourse they have to learn to
The open brand concept focuses on these relationships in between companies, brands and society, orchestrates the dialogue and carves out the own brand profile. However, and this is of crucial importance, it fosters the relationships in an open process, agile and flexible, with the potential for development on both sides. Sender and recipient become partners who are bound in an active process, helped by a strategy which aims at sustainability and a future worth living. The open brand concept is our main advisory tool which influences all business activities, from product development, design and marketing to sales activities based upon a distinctive identity.