A member contribution to our annual theme: Brand and Attitude
Our theme for the year is "Brand and Attitude." One is a consequence of the other. This interaction is examined in more detail in this article, explaining why many companies suffer from self-inflicted volatility and underperformance.
The commercial potential of self-similar brand management is incomprehensible to many, as we humans are not trained to deal with exponential events. Therefore, the focus of everyday business is often elsewhere. However, participation in this game is not optional.
Contrast promotes posture
View your company as a living system in which your customers – unlike in traditional marketing (4Ps) – are an essential component. (Brand sociology)
The natural energy source within this system is brand-specific communication. Everything the system does or does not do must be fundamentally related to what the system has done before.
However, widespread methods in economics and marketing systematically destroy what makes companies and their offerings unique. As a result, everything becomes homogenized. People lose faith in the brand's ability to lead and also forget why they should pay premium prices.
This should be clearly mentioned here, because contrast helps to adopt a stance and, if interested, to reassess things.
Look closely.
A brand embodies an ideal energy that can trigger lasting bonds.
This strategic intent is lacking in traditional marketing, which – often without regard for the consequences – is primarily focused on quick transactions and opportunistically changes its approach. It focuses on the here and now, conveniently ignoring the fact that it systematically undermines the potential for exponential growth.
Self-similarity promotes brand
Self-similarity is the defining characteristic of permanently successful systems.
Learn more about branding as a commercial masterpiece, self-similarity as a universal key, branding as a social phenomenon, brand-typical communication, cultural stress and transformation, as well as the selection of leaders, including further reading recommendations: Download Self-Similar Brand Management (PDF)
Nature provides the example. Self-similar systems are not only sophisticated masters of resource and yield optimization, but also benefit particularly in economically challenging times.
With best regards
Marc Pfyl