Holistic Branding, Part 2: On the Question of Branding
A strong brand is key to a company's success. We believe this with every fibre of our being; otherwise, we probably wouldn't have devoted our careers to this field. A declaration of love.
This is a public service announcement for all hard-core business economists: branding has an impact on all areas of business success, including profitability, value creation and long-term loyalty.
What do we mean by branding?
Branding encompasses a company’s identity, the design of its products and services, and the relationships between the two. It also involves developing a corresponding corporate culture. It creates clear differentiation in the market and establishes an emotional framework for the experiences of all stakeholders. (Yes, we were heavily influenced by Marty Neumeier.) We can hardly think of anything more creative — or more exciting — than orchestrating all of this.
What makes a strong brand?
A strong brand is clearly positioned, easy to understand, grounded in values and conviction, and managed with consistency and discipline. It is the driving force behind any corporate transformation and is always built on long-term strategic foundations.
In our view, a brand must never become a plaything for egos or short-lived trends. (This assessment may not be entirely free of judgement, but it is the result of many years of experience.)
The Holistic Perspective
When working on a brand, we find that taking a holistic view is essential. Three aspects are central to this approach:
1. Relevance
Everything a brand communicates must be relevant and aligned with its strategy. Activities that do not serve the brand or its goals are deliberately excluded, otherwise the brand becomes diluted. Every interaction is examined to see if it contributes to a coherent brand experience. There are no frills, just a clear purpose.
2. Belonging
Brands foster a sense of community based on their values, positioning and quality. People want to identify with a brand in order to express their individuality, feel proud and feel a sense of belonging. In this context, Will Storr's «The Status Game» is also worth reading, as it compellingly describes how brands function as status symbols, understood as expressions of shared values and belonging.
3. Differentiation
Differentiation is one of a brand’s greatest assets (as described in Peter Thiel’s «Monopoly Theory»). It creates trust, recognisability, and orientation—and protects against commoditisation, imitation, and instrumentalisation.
Meaning in a Fragmented World
The «Most Valuable Global Brands 2025» report by Kantar BrandZ shows that economically successful brands are distinguished by precisely those qualities that also define holistic brand management: meaning, difference, and salience.
In a society shaped by artificial intelligence, filter bubbles and social and geopolitical tensions, brands have a unique opportunity. They can adopt a clear position, offer guidance, and foster a sense of belonging and community.