Many companies separate strategic action from creative action. On one side are the strategists: analytical, logical, numerical. On the other side are the creative thinkers: intuitive, emotional, expressive.
We at NNWest like to see strategy and creativity influencing each other. We are convinced that this philosophy has a positive, charismatic and sustainable influence on branding processes as well as on the development of new brands and products.
Our Approach to the World of Brands
Brands exist in a restless communication society where images reign supreme. They are the bearers of information, emotion and values. They are a part of our cognitive world: visionary, straightforward, clear-speaking. Famous brands are celebrities.
Unmistakable and unique.
Our Brand Identity Manifesto
Just like people, brands are inevitably subject to continuous development (transformations). Making branding decisions means thinking ahead, being able to anticipate future requirements so as to facilitate the sustainable, positive development of a product, a service or a brand. Where brand management is concerned, short-term action is nearly always risky.
Brands are inactive systems. Our brand-identity manifesto describes the complex life cycle of a brand as follows:
- Brands exist according to a genetic code.
- Brands crave education.
- Brands need scope for development.
- Brands grow continuously.
- Brands develop character.
- Brands are allowed to make mistakes.
- Brands function according to clear rules.
- Brands correlate with their environment.
- Brands are distinctive individuals.
- Brands are like people – they exist in every moment.
The End of the Brand Myth
An often quoted conclusion: A brand is not a logo! Nor is a brand a product or some kind of identity. A brand is merely the perception a person has of a certain product, a certain service, or a company. It is only when human beings and their environment interact that a brand can come alive and begin to develop its own personality.
All we can do is to responsibly accompany brands and support their personality.