Brand Consulting

How BOC, as Brand Creators, Understands Brands: A Comprehensive Insight

Brands are complex entities that go far beyond simple logos and slogans. They are social constructs operating in a dynamic tension field. To better understand and effectively manage these constructs, we as brand creators view brands from two central perspectives: the static structural aspect and the dynamic functional aspect. These two approaches provide a comprehensive framework for capturing the multifaceted nature of a brand.

Static Structural Aspect: The Social Field of the Brand

In the static structural aspect, a brand is described as a social field between the three vertices of a triangle: customers, brand creators (such as companies and brand agencies like BOC), and the offering. These three elements are inextricably linked.

1. Customers: They are the starting point for any brand strategy and can be described in three ways:

   • Through market research: Quantitative approaches (e.g., market share) and qualitative methods are used to determine the most appropriate approach.

   • Through observation by brand creators: Companies and agencies continuously analyze customer behavior and preferences.

   • Through intuition, experience, and know-how: Our expertise as brand creators plays a crucial role, incorporating a selective approach that also considers sustainability in its original German sense.

2. Brand Creators: This term encompasses all actors involved in shaping and communicating the brand, such as companies and brand agencies like BOC. They use various strategies and methods to develop and maintain the brand.

3. The Offering: The offering of a brand can be divided into three categories:

   • Material: When it is scientifically describable (e.g., physical products).

   • Interactional: When it is described by the presentation of actions (e.g., services such as those of a travel operator).

   • Symbolic: When it is expressed in the brand's communications, from the brand name to PR. Brands always appear through symbols, just as nearly 100% of human interactions are conveyed symbolically.

Dynamic Functional Aspect: The Evolution of the Brand Over Time

The dynamic functional aspect emphasizes the dialectical relationship between the three vertices of the triangle over time:

• Interdependence and change: The contents of the three vertices—customers, brand creators, and offering—are not identical, but they are interdependent and do not exist independently of one another. Changes in one vertex inevitably affect the others, though often with a time lag in reality.

• Flexibility and adaptability: This dynamic interaction requires a flexible approach to brand strategies in order to respond to changes in the social field.

Theoretical Background of the Structural and Functional Aspects

The development and understanding of brands are based on various social science theories:

• Field theories in social sciences: These provide a comprehensive framework for analyzing the complex interactions within a social field.

• Rupert Sheldrake's theory of morphogenetic fields: This theory suggests that the formative qualities of the past shape the formative qualities of the present.

• Friedrich August von Hayek's theory of spontaneous orders: This theory describes how human interactions create orders that are more complex and rational than anything that could be consciously planned.

• Reinhold Bergler's psychology of brand and corporate image: This offers deeper insights into the perception and psychological understanding of brands.

Brand Creators’ Principles: Strategic Guidelines for Brand Success

As brand creators, we follow several principles to ensure that brands are successful and sustainable:

• Relevance and uniqueness of the offering: The offering must solve a current customer problem or open up a future option and do so in a unique way.

• Invariance of brand identity: The essential brand elements such as name, logo, core color, and slogan are inviolable across time and space and form the stable backbone of the brand's identity.

• Symbolic differentiation: Even "me-too" offerings must be made symbolically unique within their segment boundaries.

• Binding brand profile: A profile is created for each brand that binds all brand creators—and also applies to competitor brands.

• Cultural and civilizational conformity: A brand's core qualities must align with the cultural and civilizational context of its customer base.

• Maximization of competitive advantages: Differences from competitors should be maximized within the relevant segment boundaries.

• Circular causality as a brand feature: The brand exhibits circular causality, which should not be seen as a flaw, but rather as a characteristic phenomenon.

• Continuous sensitization and education: Brand creators should constantly enhance their sensitivity and understanding through case study analysis, especially of competitor brands.

• Common sense and customer orientation: Elements from the symbolic world—both visual and verbal—should always align with common sense and customer experiences.

• Empirical learning and theory formation: Learning in the brand realm is only possible through a combination of systematic experimentation and empirical observation.

Conclusion

As brand creators, we understand brands as dynamic and interactive social fields, characterized by the close interconnection of customers, brand creators, and offerings. By applying well-founded theoretical models and adhering to clearly defined principles, we ensure that brands are not only successful but also sustainable in the long term. By maintaining a balance between tradition and innovation, brand creators craft brands that are unique, adaptable, and responsive to the ever-changing demands of the market. You can learn more at Primosch & Klein Brand Consulting.