Giving Birth to a Living Brand
Namesake brands like Chanel, Dior and Saint Laurent are struggling with maintaining their brand identity, which is consistent with the image of their original founder and at the same time relevant in the current competitive environment. I would like to explore different approaches to achieving a seamless synergy between the brand DNA and its business strategy, where brand DNA is like human personality, and business strategy is the brand’s path to self-realization.
I would like to explore today’s competitive environment taking into account issues of business, environment and social sustainability, thinking of a brand not as an abstract concept or set of values, but manage a brand as a living, growing and evolving organism, which instead of invading the market, integrates into it, but unlike lifestyle brands, does that not by mimicking existing ideas, but by introducing its own, and developing a unique personality.
To generate insights, I intend explore:
· History of namesake brands
· Current brand management of namesake brands (successful/unsuccessful case studies)
· Existing attributes of brand DNA
· Psychological frameworks for analysis of human personality (e.g. Carl Jung’s and Isabel Briggs Myers’ typology) to determine missing attributes
· Long-term critical success factors for sustainable business (social, environmental etc.)
This analysis should be sufficient for developing a framework for a Living Brand – based on an idea that in order to achieve its highest effectiveness, it has to be as natural and human-like as possible.
I would like to apply this framework to a namesake brand (e.g. Elsa Schiaparelli or Vionnet).
Namesake brands like Chanel, Dior and Saint Laurent are struggling with maintaining their brand identity, which is consistent with the image of their original founder and at the same time relevant in the current competitive environment. I would like to explore different approaches to achieving a seamless synergy between the brand DNA and its business strategy, where brand DNA is like human personality, and business strategy is the brand’s path to self-realization.
I would like to explore today’s competitive environment taking into account issues of business, environment and social sustainability, thinking of a brand not as an abstract concept or set of values, but manage a brand as a living, growing and evolving organism, which instead of invading the market, integrates into it, but unlike lifestyle brands, does that not by mimicking existing ideas, but by introducing its own, and developing a unique personality.
To generate insights, I intend explore:
· History of namesake brands
· Current brand management of namesake brands (successful/unsuccessful case studies)
· Existing attributes of brand DNA
· Psychological frameworks for analysis of human personality (e.g. Carl Jung’s and Isabel Briggs Myers’ typology) to determine missing attributes
· Long-term critical success factors for sustainable business (social, environmental etc.)
This analysis should be sufficient for developing a framework for a Living Brand – based on an idea that in order to achieve its highest effectiveness, it has to be as natural and human-like as possible.
I would like to apply this framework to a namesake brand (e.g. Elsa Schiaparelli or Vionnet).