Everyone wants a say

Column Anyone who dares to mark public space must be aware of the laws of the regulars' table.most of us know the feeling:
waxed! Well meant. But not optimally implemented. Even managers
of major brands experience it from time to time: The S-Class was dropped years ago.
then looks a little too ostentatious. The last generation of the 7 Series is reminiscent
Many of the design and interior fittings are too reminiscent of a vehicle from
the USA. And the Porsche, jacked up for off-road driving, loses quite a bit of
sporting dynamics. What about the consequences? In my personal case, the
The consequences are still very easy to describe: individual suffering. And with
brand developments of major companies, things are still
fairly clear - albeit fraught with risk: reduction in brand strength
and value.

And what does it look like in the public space when we
Dare to mark? Branding public spaces? Systematically remains at first
that we are dealing with public goods. The benefit
of our activities are enjoyed by many, including free riders. The same
applies to possible damage. The negative effects of our actions
also affect bystanders. Of course, no one should be surprised,
that many people have a say when it comes to assessing our
marking efforts.

It was impressive and almost exemplary when the Zurich
set about creating new Christmas lights on the Bahnhofstrasse.
to tread new paths. Everything was quickly put up for discussion that
good or bad brand development. First of all, there is the
the fundamental question of the idea that guides us. And then
is about how we should implement the idea. Finally
It remains to be clarified who intends to implement the idea, how and against whom.
Opinions quickly differ as to what we should do with the
"Christmas brand" (NZZ) in mind. Representatives of the religious
brand essence naturally criticize the consumer-oriented activism of the
Fun society. You would probably have to do without it altogether,
"To decorate the streets" as in the spirit of the theologian Gregory of Nazian
centuries ago.

Brand traditionalists naturally have no chance in this day and age:
"Consumer frenzy as pagan activity - in times of recession, no
A verdict with traction", judges the Neue Zürcher Zeitung. So
our discussion is limited to questions of interpretation and
Implementation issues. However, the brand experts are not in agreement.
The expert from Cologne, the stronghold of Catholicism, calls it old-fashioned.
The art of celebration. Not traditional enough is the professor's verdict
from Taiwan, where Christmas is not part of the tradition. And the
American from the University of Hong Kong is afflicted by a visual
Discomfort.

The crucial problem of marking out public space is being
clearly. Similar to the football world, the laws and rules of the game apply.
regulars' table. Everyone can legitimately have their say, everyone has a say measured by
his criteria right. A great idea, whether good or bad, can be
not develop in this way. And certainly not implement it. You need
power, i.e. the freedom not to have to learn. So it seems
to happen in Zurich as well. The decision, which according to Fr.
Niederberger from the Lassalle-Haus "compelling jury". She will
with minor adjustments over the next few years. The mass,
with its longing for warmth and harmony, will get used to it
must.

Jürgen Häusler is CEO of the Interbrand, Zintzmeyer and Lux Group in Zurich and an honorary professor at the University of Leipzig.