Agile Branding
Challenges and Potential

Thesis, Berlin-Hamburg, 2017/18

At the heart of branding is a paradox – the need to provide constancy and change at the same time.[1] Globalisation and digitalisation have nurtured a highly volatile environment. Today, brands are facing intense competition, hyper-fragmented lifestyles, and disruptive innovations on the fast track. Agility and speed have become critical success factors in the light of uncertainty and complexity. The former strategic long-range shot turns into an on-going self-reflection.

[1] ↗ Blumenthal, D. 2002: Beyond ‘form versus content’: Simmelian theory as a framework for adaptive brand strategy

In increasingly volatile environments, agile branding is the strategic advantage of the future.
Daniel Neye

As common brand-models and processes mostly ignore the shifting landscape of todays unpredictable environments, a paradigm shift is necessary. Instead of complex descriptive brand-modelling, radically simplified associative formats, closely-partnered with iterative and collaborative processes are needed to implement the necessary brand know-how across the entire organisation. Only then, can brands bring their true brand purpose to life and coherently evolve across future territories without diluting existing brand equity.

By actively embracing growing uncertainty, agile brands are more resilient and innovative.
Daniel Neye


diffferent, Berlin

Prof. Dr. Joachim Bongard
Prof. Ute Röseler

Typography/Print Compositing
Bartholomäus Zientek

Richard Charles, Central Station, Berlin

Additional Photography
Norbert Neye

»Best Thesis 2018«

Agile Branding

Daniel Neye