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Brand

  • Brands are too valuable to simply handle them with your gut feeling.
  • Using specially developed tools, we measure the emotions that make your brand successful.
  • We use scientifically based concepts to determine the Geisteshaltung that connects your brand and your consumers.
  • This results in positionings for products, services and institutions that create added value.

Brand Positioning – What is the Geisteshaltung behind your brand?

“It’s not what you do. It’s what you stand for.” All functioning brands represent more than just their functional benefit. Extensive research shows that successful brands are based on a Geisteshaltung that connects them to their target group. The problem is to determine this Geisteshaltung.

What does your brand stand for? What can it stand for? Being the industrial engineers we are, we have developed tools to answer exactly these questions. Consumer Connection is one of the most powerful of these. In a clearly defined process consisting of quantitative and qualitative research and analysis steps, we can determine which Geisteshaltung customers associate with a brand.

If it is especially important for you (and it should be) to know exactly what values and emotions your target groups associate with your brand, then you should find out aboutEmotional Territories. The first tool that uses an algorithm to create an emotional map for your brand or category on a quantitative basis.

Brand portfolio – What can your brand do?

Some call it “Brand Stretch”, others “Line Extension”. Whatever you may call it – at the core it is always about the same thing: How can a brand be expanded? And how far can you expand a brand? Some brands already fail at the introduction of a second product, others tolerate a portfolio that ranges from cola to airline.

With our tool “Brand Evolution Map” we have developed a way to systematically expand a brand. To do so, we work together with the consumer to determine what the next step for a brand could be.

Brand architecture – What kind of brand can you be?

Mono brand, umbrella brand, assortment brand, brand family. At some point, the decision has to be made as to which path the brand should take. Is it better to work more differentiated and offer each target group its own brand? Or should one use synergies and forego a more individual brand design.

This is where the interface between brand and business model becomes apparent. And with it the advantage of having a business consultant at your side who has both in his view.

Employer Branding, Category Branding – Who or what can a brand be?

The first “branded products” were bricks, which were marked by stonemasons with their personal sign. Since then, much has changed when it comes to what a brand can be: the classic branded consumer products on the supermarket shelf; a service; a retail company – these are only the most obvious candidates. But there is even more that can and maybe even should be a brand:

  • Understanding one’s own company as a brand with existing and potential employees as a target group can reveal undreamt-of potential.
  • Even if it is rarely practiced: it is particularly important for e-commerce companies to see themselves as a brand. Due to their largely virtual services, they are particularly dependent on understanding the customer and aligning their appearance and processes to the shared Geisteshaltung.
  • People can be brands. This is not only the case during election campaigns, but can be the difference between success and defeat for top athletes, managers or artists.

Once you know that it is all about knowing and embodying the right Geisteshaltung, you can make a brand out of anything. The proof: by working this way, we were even able to make colonoscopies a brand. And – no matter what product you have – if it works for a colonoscopy, it certainly works for you.

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