With an appealing brand ideal ( brand ideal ) and shared values ( shared values ). Think of the American TOMS with its One for One program. With your purchases, TOMS helps those in need with shoes, better eyesight, clean water and safe births through an extensive givingpartner network . It demands full transparency from companies and active monitoring and management of their reputation.
But customers are not only rational, but also emotional and routine buyers. A strong brand therefore appeals to the heart (emotion), head (ratio) and unconscious (routine). Strong brands are not only socially involved ( love to buy ), but also easy to recognize ( easy to remember ) and obtainable ( easy to buy ). Strong brands do not choose, but combine why , what and how .
It leads to an increase in repositionings, rebranding campaigns and purpose-driven communication. 11. Energy transition So it is possible! Corona affects the energy transition in several ways. On the one hand, air pollution temporarily fell sharply due to less activity and less traffic on the road. Coal-fired power stations were able to go down a notch or even close completely because the need for energy decreased enormously.