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

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.