The Brand after Tomorrow

Brand management is in eternal conflict between consistency and contextuality. Especially in times of crisis, the need for the brand and marketing organization to be willing to change becomes apparent. But even independently of this, technical progress and globalization have led to hypercompetition and shorter development cycles, which makes the concept of long maintained brand bibles seem bizarre. 

In this article the following questions will be addressed:

  • Which requirements will apply to brand management in the future?
  • How does dynamic brand management succeed?