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January 3, 2017

How Successful Brands Will Be Built In The Future | Part One

All it takes is a quick look at the business world to realize that textbook organizational structures, even when implemented perfectly, are increasingly coming into conflict with conditions in the real world. Market conditions have changed, and will continue to do so in the years ahead. The current economic situation will reinforce this trend and ultimately make its effects permanent. The question is: how will these developments influence brands?

To get right to the point, it is not advisable to make helter-skelter changes to established brands. Even in cases involving a solid brand positioning and a coherent brand identity, brand management methods should be put under the microscope.


There are eight key points that brands managers will need to keep in mind when devising a brand strategy in the years to come.

Inflated demands, growing cost-consciousness, increasing complexity, and communication overspill all result in a need and a longing for efficiency—the kind of efficiency that is not experienced as a burden but as a relief. Investments in optimized brand management structures and processes provide the efficiency that is needed. That’s what makes them a wise decision. But they are also worthwhile because they create value at a time when sales pressure is increasing and it is necessary to exploit cost synergy effects and enhance efficiency.