Everything brand or what?
Column: Whether it’s Nestlé, Switzerland, or al-Qaeda: In our society, the term «brand» is overused. Yet it is precisely in the political sphere that these established concepts can be applied.
Column Whether Nestlé, Switzerland or
al-Qaida: In our society, the term "brand" is used very loosely.
strained. However, especially in the political arena, the established
Historically, these were initially products that were
became brands. It was around one hundred years ago when brands were
The personally trusted shopkeeper in the village took over and
anonymous, location-independent and mass trust relationships between
consumers and the product. Companies came into
in the recent past: Corporate Brands ran Corporate Identity
the rank. In our day and age, it's one blow after another:
for-profit companies are followed by non-profit organizations (from
Greenpeace to Rega), organizations follow people (from Becker to
Beckham).
And then the observer does pause when a book review
summarizes the thesis presented as follows: "This is neither a
organization or a gang, but the name of a brand." And
This under the title: "The al-Qaeda brand is 'in' again". This must
Serious doubts about the resilience of the "brand" thought model
awaken.
In the discussions about the status and prospects of
political institutions (from the municipality to the nation) appears in
The term "brand" has come up again and again recently. Brand makers are pushing,
bursting with self-confidence, into the limelight of the political stage.
At present, the continental perspective would certainly be the most appropriate: what
could the brand maker think of regarding the EU debate or the EU debacle? The
The results would be devastating. The product Europe fails at the point of sale
and threatens to become a shelf warmer. Self-doubt also dominates at
employees and have long since been taken over by the
publicly flaunted in a business-damaging manner
is the key. In global competition, the offer from the Champions
League. The product design suffers from the constant
cosmetic tinkering with the familiar, the product works
dusty. The range of products on offer is hotly disputed: what belongs
even still have to? Gaps in the (alpine) core area are annoying.
Stressing extensions on the (eastern) edge. A classic saying of the
68 comes to mind: Who are we, and if so, how many?
That would probably be the rough diagnosis. And the therapy? Firstly: workshops
with all decision-makers to define the brand personality.
Secondly, corresponding regulations (in laws and
administrative guidelines) of behavior, communication, the
appearance and structures, i.e. for all dimensions of the perceptible
Expression of the brand personality. Thirdly and finally: stringent
Implementation at all points of the experience chain between brand and customer.
Entry into the country, as well as the receipt of the ticket, would become a
attractive and customer-engaging brand experience.
The aim of a three-year program would be to decisively
and position it among the market leaders again. The
(Re-)launch of the Europa brand as part of a broad global
The communication campaign would be accompanied by an intensive
internal branding process. Bold visions would be needed from the management staff,
unshakeable assertiveness and long-term perseverance
required.
It's obvious: branding for companies is different
probably not only gradually and in nuances from the branding of political
units. The transferability of the established concepts of the
Brand development has limits. In the political sphere, there are
such boundaries. We brand builders should be aware of
practicing self-confident and informed modesty.
al-Qaida: In our society, the term "brand" is used very loosely.
strained. However, especially in the political arena, the established
Historically, these were initially products that were
became brands. It was around one hundred years ago when brands were
The personally trusted shopkeeper in the village took over and
anonymous, location-independent and mass trust relationships between
consumers and the product. Companies came into
in the recent past: Corporate Brands ran Corporate Identity
the rank. In our day and age, it's one blow after another:
for-profit companies are followed by non-profit organizations (from
Greenpeace to Rega), organizations follow people (from Becker to
Beckham).
And then the observer does pause when a book review
summarizes the thesis presented as follows: "This is neither a
organization or a gang, but the name of a brand." And
This under the title: "The al-Qaeda brand is 'in' again". This must
Serious doubts about the resilience of the "brand" thought model
awaken.
In the discussions about the status and prospects of
political institutions (from the municipality to the nation) appears in
The term "brand" has come up again and again recently. Brand makers are pushing,
bursting with self-confidence, into the limelight of the political stage.
At present, the continental perspective would certainly be the most appropriate: what
could the brand maker think of regarding the EU debate or the EU debacle? The
The results would be devastating. The product Europe fails at the point of sale
and threatens to become a shelf warmer. Self-doubt also dominates at
employees and have long since been taken over by the
publicly flaunted in a business-damaging manner
is the key. In global competition, the offer from the Champions
League. The product design suffers from the constant
cosmetic tinkering with the familiar, the product works
dusty. The range of products on offer is hotly disputed: what belongs
even still have to? Gaps in the (alpine) core area are annoying.
Stressing extensions on the (eastern) edge. A classic saying of the
68 comes to mind: Who are we, and if so, how many?
That would probably be the rough diagnosis. And the therapy? Firstly: workshops
with all decision-makers to define the brand personality.
Secondly, corresponding regulations (in laws and
administrative guidelines) of behavior, communication, the
appearance and structures, i.e. for all dimensions of the perceptible
Expression of the brand personality. Thirdly and finally: stringent
Implementation at all points of the experience chain between brand and customer.
Entry into the country, as well as the receipt of the ticket, would become a
attractive and customer-engaging brand experience.
The aim of a three-year program would be to decisively
and position it among the market leaders again. The
(Re-)launch of the Europa brand as part of a broad global
The communication campaign would be accompanied by an intensive
internal branding process. Bold visions would be needed from the management staff,
unshakeable assertiveness and long-term perseverance
required.
It's obvious: branding for companies is different
probably not only gradually and in nuances from the branding of political
units. The transferability of the established concepts of the
Brand development has limits. In the political sphere, there are
such boundaries. We brand builders should be aware of
practicing self-confident and informed modesty.
> Jürgen Häusler is CEO of the Interbrand Zintzmeyer and Lux Group in Zurich.
