The most important parameter to define a given brand is that of factual as well as emotional relevance, since a brand that neither delivers the right products nor the correct messages cannot be successful. This applies for all brands: major international brands as well as the smaller nationally operating brands. In several, logically consecutive steps, Greenkern defines the strategic point of reference for a given brand. If – based loosely on Wittgenstein – it is true that words determine our manner of thinking, then it would also be true that the brand platform determines the manner of thinking and acting of people with brand responsibility.
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