Branding.

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18 in many small and medium-sized companies. We are increasingly concerned with our own identity. We don't want to assume that of the company. The trend is strengthened by the now-obvious fact that corporate branding was an extension of the logic of the industrial society, where companies were launched to win market shares and make a profit through selling industrially produced stories and symbols - until they ultimately would conquer the entire market or share it with a few others. A philosophy that in an increasingly noisy world requires rigid and directed control of the actions of all employees - in contrast to the zeitgeist, which demands self-management and influence. Corporate branding was a reactive effort to recreate the old world's cosmos through a centralised organisation form; a desire for a return to a time where the world had man in the centre of things (hence the idea of the company as a human being with its own identity) or was controlled by a higher power (hence the idea of Corporate Religion). Thus, corporate branding did not reflect the organisation form we grew into. Terror brands! In time, the managers of small and medium-sized companies realised that they had been seduced by a systematised and commercial megalomania. Hence, the years leading up to 2013 offered a paradigm shift for the business community, and the new successful companies have already heralded their arrival. As was also the trend around the turn of the millennium, everything outside the business community is interesting when the business community is to be described and rejuvenated. The inspiration now mainly comes from the growing terrorist networks, which in many ways are the most up-to-date organisation structures in the world. The successful business organisations today have created peaceful variants that retain the impact as the source of inspiration. The result is targeted and flexible brands that are a part of a greater whole and work for a greater cause; brands that strike in the situation with great effect. And which also know that their time on earth is limited to a few years, so they don't go into long-term contracts with employees or customers. This is in contrast to the old, big brands, which have forgotten why they were born - and thus around the turn of the millennium invented abstract values that they sought to concretise through storytelling and other consultant initiatives. LUNDBECK IN 'CREATE AND BRAND YOURSELF' 2013 Lundbeck is no longer a publicly quoted company. We have become a network-based organisation specialising in translocal projects (local projects with global influence) and using temporally hired project workers. Lundbeck lets events be the organising principle, and our branding strategy focuses on therapeutic experiences. We simulate an exciting and challenging life through activities that involve and stimulate a therapeutic understanding of the network's connecting points. The product portfolio reflects performance-improving pharmaceutical drugs that aim at proactively influencing a human being's psychiatric and neurological wellness. Technology has now made this possible, and the individual can see itself as both patient and specialist by making a precise diagnosis and prescribing the right dose of drugs on his or her own. The relatively simple use of drugs - and the growing need for them - has de-tabooed the use of antidepressants. Lundbeck has become a company for the young Pull - not push The market for the personal, tailored, interactive, and interpersonal has gained ground in the years since 2003. Massive mass marketing has had hard times. An accelerator for the development has been our cyber-consciousness, which we bring into the physical world. On the internet we don't get fed the information (push), we collect it through active choice (pull). For this reason it has become increasingly common that products and services that support the personal creative ability, the feeling of free choice, and the experience of finding the hidden, gain ground. For the customers, the new reality means products and services that intelligently adapt to their needs; which show up when they are needed and thus often are chosen in the actual situation. The crucial thing is our perception of making our own choices. Many companies use the model of the ice cream truck that shows up unannounced on hot summer days; which, according to the consumer's mood in the situation, is seen as a gift from heaven or as an irritant disturbing the peace. The basics and grazing in the paradise of niches In the retail trade this means that we see a lot of discount and a lot of luxury. We buy a lot of basic products of reasonable quality and spice them with the FLASH MOBS is the term for a new type of happening where the participants are recruited on the internet or via e-mails. A large number of people meet at a predetermined time and place, does something unexpected, and disperses just as quickly. A flash mob is when 200 people meet in the lobby of a major hotel, clap their hands for 30 seconds - and then disappear without any explanation. Or when 300 people in fifteen minutes want to buy cupcakes at a local pastry shop
19 personal and the unique. All things in between have trouble, so shops that are based on associations or co-ownership are in crisis. Most people simply feel that the opportunities for shopping here are too orchestrated. We still shop in the traditional discount stores, which have been joined by new German and Polish non-brand stores. And we still shop in speciality stores for food and wine, which together with a multitude of other niche stores make up a lush field where we graze according to mood, time and finances. The Grazing Individual is the challenge of the day and increasingly makes a paradise for niche companies possible. Intuition and the self-managed network Even organisations have now begun to follow the trend of autonomy, creative urge and latitude. Changes have been made not just externally, but also internally. Most people have by now realised that management is based on co-ordination, inspiration and coaching. Around the turn of the millennium many companies met the increasing complexity of their environment with internal complexity in the shape of bureaucracy, rules and specialisation on the company's horizontal plane and hierarchical management constructions on the vertical plane. Today this is handled trough decentralisation, flexibility and the use of intuition as a decision-making tool. The power and responsibility has thus increasingly been drawn away from the management and placed with the individual employee, who manages him- or herself in a network with other selfmanaged individuals. The network itself has thus also become self-managed. ME inc In a parallel development we now see a powerful growth in true personal brands. An example from Denmark is the hairdresser Gun-britt Zeller, who around the turn of the millennium was famous for her chain of hairdressers with the name Gun-britt, which today has expanded to become an industry that includes a line of cosmetics and a quarterly magazine. This is ME inc. Behind the scenes of the true superstars a lot of hangarounds reach for the stars and work hard to get there. At the same time the field where superstars are grown is expanded so that we today see personal brands not just from the musical/creative fields. VELUX IN 'CREATE AND BRAND YOURSELF' 2013 We are a transnational network tied together by one strong, overarching story: 'daylight and fresh air for better homes'. The story is the world over a building block in people's personal stories about their good lives. Most of our employees telework and have the world as their workplace. The philosophy is 'the best man or woman for the job'. Commitment and personal motivation are prerequisites for satisfaction. Skylights are still the physical articles. The home, or rather the homes, increasingly has become part of people's expression of identity. Individualised design and construction are thus the standard. At www.VELUX.dk, homeowners can design their windows the way they want them; create a personal expression. The result is experienced before instalment through virtual exhibitions, which the homeowner can 'travel' through by way of 3D aids. Through the entire design and installation process, the homeowner draws on our global key competencies Happenings & intelligent storytelling packaging The lavish, mass-communicating marketing is under pressure. We want small and personal experiences. With the advent of cheap plastic chips and inexpensive electronic paper we are beginning to see products with interactive packaging. Cereal packages show tiny cartoons instead of static images. The more innovative producers of e.g. coffee use packages with interactive menus where you can get information about production and processing. The story is important for our personal narratives. The market for happenings is growing. Most have chosen to let their Wearable Computers (WC) give them situational information in their daily lives. If they are at a certain place at a certain time, the WC tells them what is going on in the neighbourhood. This makes many companies arrange events that can draw people. Flash mobs are common and no longer just underground phenomena. 2. The Dream Goes on! Peaceful coexistence with other individuals is the most important dream for most people. The increasing focus on terrorism and other threats to society has made us conscious of all we have to lose - and the dream dies if it continues to be based on the individual's personal interests. A general, co-ordi- Tell me the world and my place in it 1 2 EMOTIONAL AND IMMA- TERIAL FOCUS / LOW PERSONAL AUTO- NOMY 3 4
Page 2 and 3: Contents: Part I: Branding. The sym
Page 4 and 5: 4 Part I Branding. The symbol as ar
Page 6 and 7: 6 The brand as corporate metaphor T
Page 8 and 9: 8 Two central uncertainties for bra
Page 10 and 11: 10 and adventure. Services that ver
Page 12: 12 The precise future to come may n
Page 15 and 16: 15 1. Create and Brand Yourself Lif
Page 17: 17 ability of the individual and on
Page 21 and 22: 21 extended family. However, we are
Page 23 and 24: 23 designer'. Trend spotting is of
Page 25 and 26: 25 moving from being a citizen to b
Page 27 and 28: 27 sure time is corroding. Values a
Page 29 and 30: 29 4. The Logic of Great Solutions
Page 31 and 32: 31 tools, it has become possible to
Page 33 and 34: 33 Personal branding on the wane Th
Page 35 and 36: 35 H. Lundbeck A/S (2003) Lundbeck

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