This is the ultimate question every GM, CEO and marketing responsible should ask themself to define a clear brand strategy. Depending on whomever you want to talk to and identify to deliver your service or products – it’s pretty certain that customers or consumers have the opportunity to chose between you and another competitor. Nowadays it’s more transparent to customers than we expect.
So the most important goal to fulfill towards the consumer – trust in your brand. Brands have to stand for something: youth culture (Vans), happiness (Coca-Cola), eco-friendly high fashion (Stella McCartney) sustainable lifestyle (Armedangels), radical transparency (Everlane), …there is a couple of companies out there which have a sharp and trustful profile. This leads to a community and longterm success. All activities of those brands pay into a certain mission and vision. There are several brand models to fill, one of the most successful templates comes from Simon Sinek. Especially for “We-brands”, which stand for something and work with communities.
I can help out to bring projects on the road with a network of several national and international contacts of CI specialists, agencies and consultants who have been working for Apple, Amazon, Vans, Dell, Armedangels.
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