Traditional Brand Management
A basic problem regarding the managing of brands is that both managers and clients - and in many instances those responsible for running the business, too - distance themselves from the design process entirely. In Great Britain, only five of the new brands to enter the market have proved successful over the past 25 years for this very reason.
On a positive note, there are some fascinating examples that have managed to survive these difficult times, with Merrill Lynch, Starbucks, Apple, and Red Bull representing the successful ones. So why do some succeed where others have failed?
The answer to this question is anchored deeply in the collective subconscious of mankind: These brands typify archetypes which appeal to certain fundamental questions people have been asking for thousands of years and thus have developed magnetic attraction.
Brand Management in the Age of Consciousness
In the Age of Consciousness, which makes people demand more authenticity, it is no longer enough to achieve brand recognition, security or added value - you are to share with your co-workers and clients the very beliefs that are anchored deeply in the collective subconscious of all people.
Only this inner transformation can ensure brand loyalty in difficult times.
Brands that typify one of the 12 archetypes achieve this level. This level of marketing is called "TRANSFORMATIVE MARKETING". To implement this concept we have developed a special 3-Day-Process:
Day 1: Identify your brand's dominant archetype and define the relationships of decision makers, employees and clients with this archetype. (This is achieved by using a test specially developed for this purpose.)
Day 2: The archetype's history is worked out jointly in a "Company Academy" in which experts from the areas of trend research and marketing, along with teachers of the ancient foundations of mankind, research the basic elements of the brand.
Day 3: Together the decision makers compose the archetype picture of their business/product.
Transformative Marketing has been created by Andreas Salcher in cooperation withWolfgang Eigner and is considered to be among the most innovative concepts of brand management, to date it has already been applied successfully in many companies. To arrange a presentation appointment in your company please contact: andreas@salcher.co.at
