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Principles for Valuable Brands of the Future

I believe that, above all, value-intensive brands are challenged to do more of the same. The stability and navigability of well-structured courage will carry brand value beyond artificial design and through all the cultural flattening of communication.
 

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Gestaltungsfreude 

Brands who are rooted in excellence of design create value for all of us. They shape the standard for how we want to see and experience things.


Those brands achieve overarching, intangible communication and business objectives, while inspiring the people who work for them.

Responsibility

Brands play a major role in how communities shape values and beliefs, define goals, and evolve their cultural norms.
 

Well positioned brands are both economically successful and a positive force in our digital and broader communication culture — and, consequently, in improving social and societal conditions.

Straighter Narratives

The algorithm generates an inflation of content. Even the most prominent campaigns collapse under the pressure of reach and trends.
 

Storytelling is in a digital crisis. Brands must challenge the medium in order to preserve themselves.

Beauty

Aesthetics are identity management.


By extending and fully exploring every aesthetic possibility, brands can create layers of messaging that break through information barriers and unlock the medium’s full potential.

Expect something

Universal statements may be valid, but they are also predictable, dull, and devalue the brand. Your audience notices, too.

Confident brands anticipate that refined narratives and design will be understood in full, including the elevated standard they imply.

Originality

Originality and ingenuity are virtues — and brand values — of the future. In contrast to generated communication design, genuine ideas and wit remain authentic and unmistakable.
 

Being original consistently conveys credibility, naturalness, and seriousness in a world where these qualities are continually tested.

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