“The brand has evolved from a visual symbol to a universal strategic management tool.”


For us, brand design is a tool for strategic corporate management: In the context of digital transformation, brands have evolved into a driving force for all business fields, including development of new products and services. However, in order to release this energy into a digital world, brands must above all show a credible attitude.

“A brand must be rooted in all areas of a company in order to mobilize emotional forces and create a holistic and authentic external image.”


We put people and their actual needs at the heart of brand design to create relevant and credible brands: With digitalisation, the focus of the brand has shifted from self-portrayal to useful, usable and valuable user experience combined with common values.

“The co-creation involving all relevant stakeholders may well have more significance in the future than the collection of user data for the sake of feeding algorithms”


The new Book about Brand Design Strategy published by Prof. Andreas Baetzgen

At the end of 2017,”Brand Design” was the fourth volume of the specialist book series “Brand”, published by Prof. Dr. Andreas Baetzgen, which is now regarded as the standard work of modern brand management. In the article “Being and appearances of the brand: with groove and attitude to more authenticity”, my partners Holger Schmidhuber, Rolf Mehnert and me show why brand today has to be more than just corporate design. Enjoy reading!

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