By Klaus Schmidt

Klaus Schmidt has been a pioneer within the suggestion and means of inclusive, or holistic, branding as an fundamental aspect in company technique. This publication explains the genesis and features of the holistic technique, together with its dimensions, constitution and method, then demonstrates its startling relevance to modern day urgent worldwide company concerns. Compelling case reviews from major agencies in quite a few industries exhibit the sensible necessity of holistic model considering, and its effects.

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For the same cost, the effect can be greater. It is this efficient use – or optimization – of resources that sets the holistic approach apart. It is like the atoms in a magnet: all pointing in the same direction to attract the target. It is efficient because, in the end, everything a company does can be in support of the brand, or not. Either way, it costs the same, but the result is very different. Diffusion of the brand destroys value; consistency creates it. Transparency Real or imagined, transparency has become a goal and a requirement: transparency of corporate structures, of processes, of dealings, of interests.

The national or regional cultures within which an organization must operate can be considered as distinct from corporate culture, although these external cultures certainly influCulture ence internal cultures. A global brand must be Substance acceptable in and adaptable to all cultural enviHistory ronments in which it operates. Influences will Values include history, arts, political situation and Principles many other factors. Attitudes Atmosphere A positive culture – flexible and entrepreneurial, for example – is a major success factor Expression which creates a virtuous circle of motivation and Flexible Open successful results.

This applies more to fast-moving consumer goods brands than to business-to-business. This tension between long-term and short-term needs is one of the most dynamic and discussed areas in branding. There are many examples of successes and failures caused by changing or not changing basic design elements, and each must be judged on its merit. But all the indications are that the most successful brands have basic design elements – 1900 1955 1955 1904 1904 1961 1961 1909 1909 1930 1930 1948 1948 1971 1971 1995 1995 1999 1999 Shell’s ‘pecten’ is one of the best-known brand marks in the world.

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