kleiner und bold defines brands in an apparently simple way: a brand (regardless of whether it's a
corporate or product brand) is lively, has character, is credible, stands for a clear promise and is
exchangeable but always unmistakeable.
What sounds so simple is the result of a continuous and frequently troublesome process. Behind each
strong brand is active, foresighted, analytical and, above all, modest planning, controlling and acting -
combined with innovative skills and courage. The consistent orientation towards the customers' wishes and
the differentiation between planners, decision-makers, dealers, purchasers, users and the general public are
integral parts of this process, which we call »Integrated Brand Management«.
 |
| } - - - - - - - - - - - - - - - - dates and facts |
|
| Foundation year |
|
1992 |
| Staff |
|
21 employees and 6 freelancers |
| Management |
|
Tammo F. Bruns, Jan Pauen |
| Principle offices |
|
Berlin |
|
| } - - - - - - - - - - - - - - - - photos of office |
|
|
|
01 analysis
target groups
competition
company/product
02 strategy
brand vision and core values
brand positioning
brand architecture
naming
brand management
brand protection
brand strategy
03 identity
corporate design
corporate behaviour
corporate communication
04 communication
communication strategy
literature
campaign
Internet
packaging
direct marketing
trade marketing
customers' magazine
05 control
implementation
monitoring
|
