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28 way back to before industrialisation. Back then everything was produced on a personal basis and according to individual needs. The crucial difference is that today, we have eliminated most of the barriers of the past. The expenses are kept down through technology and industrial production. Personal craftsmanship is made partly obsolete thanks to robots and machines. The time of a few products per time unit is past, since the production methods of the industrial age still are used. So today the advantages of pre-industrialism have been combined with those of industrialism while the disadvantages largely are gone. Product Power - the renaissance of the product Along with the little, rationally emphasised story, the focal point of most companies in marketing has once again become the product advantage. However, the crucial difference is that this now is highly varied in breadth, not just in depth. Differences supplement advantages. This invites an innovative approach to the product. The decisive value becomes the variation, and the technological opportunities are incredible. For instance, one of the great focus areas of the time is psycho-acoustics. Corn flakes that crunch the right way. Car doors that close with a nice sound rather than a hollow clank. Engines that sound like a Harley or are entirely silent. For this reason, the price is no longer legitimised and decided mainly through reference to the brand's immaterial advantages. Where the focus used to be on Brand Power, it is now increasingly about achieving Product Power. The company as a network For business leaders the development from a focus on the company's operation to a focus on the network's information flow means that it has become easier to co-ordinate the needs of the customers with the actual production. This means shorter delivery times, less storage and more time for development. For most companies the network philosophy additionally means further development of the triple bottom line (see page 7), which gained ground around the turn of the millennium. This idea turned out to be one of the future. Stakeholding is now a key word, and a majority of companies now do far more work targeted at - and increasingly also in dialogue with - each different group of stakeholders. This means that the stakeholders in and around these far-sighted companies aren't met with a clear-cut corporate brand with a fixed standpoint. Instead of collecting everything in one unit, the goal is now decentralisation, adaptation and flexibility. The company thus has many faces and many voices according to the situation. Personal agents Thus, the brand reality today for most companies is rationally determined. This means that electronic advertising only is accepted according to specific criteria defined by the individual, something that already was feasible electronically before the turn of the millennium. Products and services are increasingly purchased because they fulfil a functional need. For this reason, e-trade has gained ground everywhere, even in areas that don't naturally seem suited for it. Many have acquired digital agents that find the necessary products. Based on comparable and measurable criteria, almost all products can now be bought on the electronic market places. The possibilities are great, and there is a greater focus on certification and merchandise description than before: they form the basis for the rational choice of a given product.
29 4. The Logic of Great Solutions Community is freedom in a world undergoing rapid change Through decades the responsibility for the human life was increasingly placed with the individual. The goal was free choice from all shelves. The focus was very much on the individual rather than the collective. This trend has reversed today. Individualisation may have liberated us, but it also made the world less comprehensible and less familiar from day to day. Today it is increasingly acknowledged that personal liberation doesn't necessarily equate true liberation. For freedom includes having to make choices. In contrast, communities, where several things are predetermined, liberate time and energy for the important things. Community equals freedom in a world undergoing rapid changes. At the same time, it is increasingly acknowledged that the human potential is best expressed collectively rather than singularly. The whole is greater than the sum of the parts. With society's new rationalism and focus on results and demands for performance, it is in most spheres of society necessary to have rationally determined co-operation in order to get safely through the days. Earlier developments have led to greater population density, an increase in electronic traffic, information pollution, and a growing range of activities. Computer technology is ubiquitous today. It supports the trend towards co-operation and solutions. Partly on the micro level where technology is a personal tool that makes it easier to navigate in our society's hyper-complex structure and find a suitable adaptation. Partly on the macro level where technology is incorporated in both public and private spheres and makes cooperation easier. Biometry has become commonplace (see page 20). Fingerprints have replaced pin codes. In the public space, we encounter facial recognition and identification through biometric codes. It is debated in the media if we are becoming a surveillance society, but it doesn't lead to any fear of Big Brother. Most people don't feel important enough to justify any surveillance paranoia. It would be like suspecting that everyone who owns binoculars use them to spy through their neighbours' windows, something that obviously isn't the case. Technology is an advantage to society, and if your conscience is clear, you have nothing to fear. Our society demands rational and meaningful solutions. At the same time, we view the obsession of earlier generations with personal values and personal emotions as irrational and rather comical variations of the universal truths. "All artists are individual and creative - so why do they all wear black?" We aren't as different as we like to believe. Today the focus is on rationally determined and universal values and truths. 1 2 3 4 THE LOGIC OF GREAT SOLUTIONS RATIONAL AND MATERIAL FOCUS / LOW PERSONAL AUTONOMY THE NON-STORY The relationship between brand story and man: The ‘non-story’ is the ideal. The company is a rational system. The individual’s personal story is less important than considerations for the totality Strategic family life The nuclear family is the foundation par excellence of the individual. Couples work close together to achieve common goals, and they share the work more evenly than before. Children are the centre around which society revolves. Europe's population is reduced compared with other parts of the world; and as a logical consequence of society's systematisation, we have seen initiatives from central authorities to increase the population. Various means are also employed to make large families attractive. Increased child subsidies, good maternity leave arrangements, and more effective childcare. People try to organise themselves out of the problems. Stress reduction and mutual understanding are basic concepts. The challenge is to choose between all the available opportunities for individual expression. It may be something of a luxury problem, but in 2013, it is one of the greatest threats
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 and 18: 17 ability of the individual and on
Page 19 and 20: 19 personal and the unique. All thi
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: 27 sure time is corroding. Values a
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

Branding.

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