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The world is in a constant state of crisis with brands right in the middle of it. Whether it is climate change, artificial intelligence, political conflicts, or societal upheavals: companies must act faster, more flexibly, and more responsibly than ever before, while remaining profitable at the same time. But how does modern brand management navigate a brand through these challenging times?
What is needed are strategic approaches that enable a future-proof brand management without neglecting the pressing social, ecological, and economic challenges of our time. All of this is critically discussed and reflected by the two authors in this book. In addition to the fundamentals of strategic brand management, they explain using examples and visionary concepts what holistic brand management looks like today and in the future.
In this context, the fundamental societal role of brands, as well as the political and ethical dimensions of economic action in general, are also addressed. Because at this turning point in time brands must broaden their horizons, recognize and successfully master the complex social, ecological, and economic challenges of the present in order to secure and shape their own future.
Sommario
The world in constant crisis: agility as the key for brands.- Past, present, future: a holistic perspective for brands.- The relationship between brands, advertising, and society.- The new playing fields: People, Planet, Profit.- Of humans and machines: brand management in the age of AI.- Shaping the brand future: vision, mission, purpose.- From politics to ecology: forward-looking influencing factors in brand development from an environmental perspective.- Facing uncertainties: thinking in scenarios.- Brand management as an integrative-iterative process: the brand-loop model.- Brands in the age of post-purpose.
Info autore
Daniel Neye
is Strategy Director at Saatchi & Saatchi. Before that, he held the same position for several years at the Hamburg-based agency thjnk, advising clients such as McDonald’s, Audi, Porsche Design, and Dallmayr on brand strategy issues.
Prof. Dr. Joachim Bongard
is a professor of Communication Management and program director of Brand & Marketing Management at the Brand University of Applied Sciences in Hamburg. He is also the owner of the agency caliber53.5, which specializes in strategy, design, and communication.
Riassunto
The world is in a constant state of crisis — with brands right in the middle of it. Whether it is climate change, artificial intelligence, political conflicts, or societal upheavals: companies must act faster, more flexibly, and more responsibly than ever before, while remaining profitable at the same time. But how does modern brand management navigate a brand through these challenging times?
What is needed are strategic approaches that enable a future-proof brand management without neglecting the pressing social, ecological, and economic challenges of our time. All of this is critically discussed and reflected by the two authors in this book. In addition to the fundamentals of strategic brand management, they explain—using examples and visionary concepts—what holistic brand management looks like today and in the future.
In this context, the fundamental societal role of brands, as well as the political and ethical dimensions of economic action in general, are also addressed. Because at this turning point in time brands must broaden their horizons, recognize and successfully master the complex social, ecological, and economic challenges of the present in order to secure and shape their own future.
