The cow as a touchpoint: Experiential farming becomes a brand
Driving a Tesla to pick strawberries. But not just to the countryside, but rather to a staged agricultural experience. This trend offers opportunities for building sustainable experiential brands, as many examples demonstrate. While rural life and agriculture were once associated with the idea of hard physical labor, today they are primarily associated with members of the post-industrialized middle class […]
The brand as a key growth driver
5 Different Perspectives: Brand-oriented entrepreneurs and companies that understand and embrace branding as a leadership approach recognize today, especially in economically challenging times, that brand work and management are ideally suited as growth drivers. Why is this? The pandemic is – hopefully – coming to an end this year. Covid is becoming endemic, and we will […]
How much sense does brand meaning make?
To counteract their progressive loss of relevance, brands have recently been focusing on meaning- or purpose-driven offerings to revitalize themselves. Some are overdoing it. Now is the right time to critically examine the positioning of brands and their purpose-driven offerings. Brands have always experienced a loss of relevance, much like churches, political parties, and […]
Brand, change yourself!
The pandemic is – hopefully – coming to an end this year. Covid will become endemic, and we will once again adapt to a changed reality. In doing so, we will undoubtedly regain a significant portion of our quality of life. What does this mean for our brands? A new era. Much has happened in recent years. Many brands, like people, have […]