Brand: Values, Identity and Culture
A brand does not stand for its appearance, but for a certain set of values reflecting certain qualities and competences. Therefore, brand management starts at the very fundament of the value system: at an organisation's core identity and culture. This is where a brand's authenticity and an organisation's DNA is based on.
That is why one-dimensional marketing-perspectives do not work, since there is no connection between a brand's external and internal aspects. This causes a lack of impact, relevance and a solid, sustainable development.
The All-Brand-Concept © is based on a practical approach: linking marketing and organisational culture. Therefore, the interaction between brand and environment as well as external and internal impact is blended into one structured approach - following vision, strategy and action. This way, both organisational development and product design are based on solid branding.
Introducing "12 Steps To Brand" as a vital instrument, this allows creating new brands as well as evaluating existing brands and their impact.
The basics of the All-Brand-Concept © have been published as book already.