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.